The network
Internally it was one marketing operation — "Behavioral Health Services" — publicly it was four consumer brands with separate sites, separate Google Business Profiles and deliberately different audiences. All four still share the site architecture and program naming I worked with, which you can verify today.
Schematic, not to scale. Locations verified from the four brand websites, August 2026. The brands referred patients to each other — pioneerbh.com still routes women's and adolescent enquiries to North Andover and Concord.
The problem nobody practices for
Anyone can do local SEO for six branches of one brand. This network was segmented by who, not by where: Luna (women only) and Meta–Haverhill (women only) sit fifteen minutes apart serving the same demographic. Without coordination, the network's own brands cannibalize each other's rankings and bid against each other in paid.
- Brand-level query ownership — decide per town, per intent, which brand competes and which stands down.
- Segment-true positioning — women's programs, adolescent programs and adult SUD/mental-health each kept a distinct voice across Instagram, TikTok and YouTube.
- One measurement spine — inquiries (calls + forms) tracked network-wide, so brand wins weren't double-counted as network wins.
One facility, many front doors
Luna has a single building in North Andover — but ranks across a metro. I built geo-targeted landing pages extending each facility's reach into surrounding towns. They're still live: open lunarecoverycenter.com/boston-ma/ — a Boston page whose every enquiry routes to the North Andover facility.
Solid outlines = verified live, August 2026 — two years after I left. Dashed = the same pattern deployed across the network's other brands.
Why −25% CPC here is not −25% anywhere else
Addiction treatment is the most restricted category in paid search. Google refuses these ads outright unless the advertiser holds LegitScript certification — and because a patient's lifetime value is enormous, the category's CPCs are among the highest that exist. The cut was achieved inside both of those gates.
Gates verified: Pillars Health Group carries LegitScript verification alongside Joint Commission and Massachusetts DPH accreditation. The −25% is my own measurement from internal campaign reporting.
How rank was tracked — the method
Local rank isn't one number: it changes with the searcher's position. I ran grid-rank tracking in BrightLocal around every site — dozens of overlapping grids across nine locations — to see where each brand held the local pack, where it fell to page one, and where two of our own brands were fighting each other.
The pin numbers are illustrative and labeled as such on the graphic itself. They explain the method; they are not client data. A healthcare employer's exports aren't mine to publish — and a faked screenshot would be worse.
What I did
- Local SEO across 9 sites — Google Business Profiles, NAP consistency, location page architecture, review generation; grid-rank tracked in BrightLocal.
- Geo landing-page architecture — the one-facility-many-front-doors pattern above, deployed across brands; still live and indexed today.
- Paid social & search — Meta and Google Ads inside LegitScript gating; −25% CPC through creative testing and query-level brand assignment.
- Referral marketing — campaigns aimed at referring clinicians and partner organizations, +30% partner engagement. B2B2C, not just B2C.
- Four brand voices — content calendars for Instagram, TikTok and YouTube in a category where tone discipline is a safety issue, not a style choice. Mentored junior staff on content strategy and social listening.
VerifiedNetwork structure, locations, geo pages, LegitScript status — from the brands' public websites, checked August 2026; links above.
Attested+40% inquiries · −25% CPC · +30% partner engagement — my measurements from internal reporting (calls + form fills; campaign CPC vs prior period; referral activity). Tool access ended with my tenure, so no exports are shown — the flags exist so you know exactly what rests on my word. Nothing patient-level was ever part of marketing reporting.