The challenge

Balance Treatment Center, a network of prestigious mental health clinics located throughout the United States. Although BTC offers its clients a safe and pleasant environment for mental heath and substance abuse recovery, its web site failed to convey this. The old site presented content in a noisy and disorganized fashion, and worse, the content focused on the wrong issues for BTC’s target audience. Mental health diseases rather than solutions faced site visitors, making for a threatening encounter. This resulted in high abandonment rates and nearly zero follow-up inquiries from the site.‬

Our Strategy

We felt we needed to change the entire approach: offer visitors a cornucopia of hope by focusing on advanced treatment methods, and particularly their success rates; strengthening that hope with an award-winning staff, professional accolades and client testimonials. We chose hope over despair. Additionally, but no less importantly, evoke feelings of support via a prominent, easily accessible help desk – providing visitors with information most salient to their needs.

Our Solution

We built a beautifully accessible web site; each page designed – using the psychological analysis of positivity – as to be ‘woven’ into the mood of the visitor. We presented variety-basket of tailored solutions BTC can offer each visitor accommodating his state of mind and mood. We also built an on-line magazine called "Out in the Open" linked to the site. The magazine includes articles encouraging site visitors to seek information, through open and direct conversation with mental health professionals. Getting it “out and in the open” is a most important step to stop the feelings of shame and embarrassment, and to start coping with one’s mental health.