Glossary

  • d

  • Definition Digital content includes the text, images, video, and interactive elements used online to educate, build trust, and drive actions such as calls and form submissions. Key Takeaways Digital content should answer real intake questions and guide next steps. Quality matters(...)
  • Definition Digital customer experience is how a person perceives and interacts with your brand across digital touchpoints, including your website, ads, forms, chat, email, and follow-up. Key Takeaways Experience includes marketing and admissions, not only website design. In(...)
  • Definition A digital experience platform (DXP) is a system that manages and personalizes digital experiences across channels, often combining content management, data, and personalization tools. Key Takeaways DXPs are most useful for organizations with complex sites and multiple(...)
  • Definition Digital PR is the practice of earning online visibility and backlinks through media outreach, thought leadership, and placements that build credibility and authority. Key Takeaways Digital PR can improve authority and brand trust, especially through reputable(...)
  • Definition Digital web strategy is the plan for how your website supports business goals, including structure, messaging, traffic acquisition, conversion pathways, and measurement. Key Takeaways A strong web strategy aligns pages with real intake questions and program fit. For(...)
  • Definition Duplicate content is content that is the same or very similar across multiple pages or URLs, which can confuse search engines and split ranking signals. Key Takeaways Duplicate content can reduce organic performance by splitting relevance across pages. In treatment(...)
  • Definition Duplicate content cannibalization happens when multiple pages on your site cover the same topic and intent so closely that they compete with each other in search and split performance. Key Takeaways Cannibalization is common on treatment sites with many city, program, and(...)
  • Definition Dynamic creative optimization (DCO) is an approach that automatically combines different ad elements, such as headlines, images, and descriptions, to find the best-performing combinations. Key Takeaways DCO can improve efficiency, but it needs strong inputs and(...)
  • Definition Dynamic Number Insertion (DNI) is a method that swaps the phone number shown on your website based on the visitor’s source, so you can attribute calls back to specific channels, campaigns, or keywords. Key Takeaways DNI connects calls to marketing sources, which is(...)

  • e

  • Definition Earned, owned, and paid media are three categories of how brands gain visibility: earned is third-party coverage, owned is your channels, and paid is advertising. Key Takeaways Balancing the three reduces reliance on any single channel. In treatment marketing, owned(...)
  • Definition An editorial style guide is a set of writing rules that define voice, tone, terminology, and formatting. It helps writers and AI tools produce consistent content that matches your brand and audience needs. Why It Matters For Addiction Treatment And Behavioral Health(...)
  • Definition E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, concepts used in Google’s quality evaluation guidance to describe what reliable content looks like, especially in sensitive topics. Key Takeaways Trust is the core goal. E-E-A-T is a useful(...)
  • Definition Electronic health records (EHRs) are digital systems used to document clinical information, treatment plans, medications, and care coordination across a patient’s care. Key Takeaways EHRs impact operations, documentation, and reporting, but they are not marketing(...)
  • Definition Endemic advertising is advertising placed within a category-specific environment where the audience is already interested in related topics, such as ads on healthcare resource sites. Key Takeaways Endemic placements can boost credibility when the environment is(...)
  • Definition Engagement rate is a metric that measures how often people interact with content, such as clicks, likes, comments, saves, or time on page, relative to views or impressions. Key Takeaways Engagement can signal relevance, but it does not guarantee lead quality. In(...)
  • Definition Enhanced conversions is a Google Ads feature that can improve conversion measurement by securely sending hashed first-party customer data from your site or offline events to help match conversions to ad interactions. Key Takeaways Enhanced conversions can improve(...)
  • Definition Enterprise SEO is SEO work at large scale, often involving many pages, multiple locations, complex governance, and cross-team workflows. Key Takeaways Enterprise SEO is as much about governance and processes as it is about keywords. For multi-location providers,(...)
  • Definition Entity SEO focuses on improving how search systems recognize and connect your brand, locations, and services as an entity. It relies on consistent information across your site and trusted third-party sources, not only keywords. Why It Matters For Addiction Treatment And(...)
  • Definition Event marketing is promoting and participating in events, online or in-person, to build awareness, trust, and relationships that lead to future inquiries or referrals. Key Takeaways Events can build trust faster than many digital channels when the audience fit is(...)
  • Definition Experiential marketing creates real-world or interactive experiences that help people engage with a brand, such as events, community activations, or interactive campaigns. Key Takeaways Experiences can build trust and referrals, especially at the local level. For(...)