Double Forte

Strategic Comms

Lionrock

By Monica Rolbiecki-Severson

The pioneer of online recovery

Lionrock pioneered online substance use disorder treatment. Double Forte made the market recognize it, broke Hazelden Betty Ford’s hold on the media conversation and turned category authority into business value.

50%

lower client acquisition costs

2x

treatment clients

Acquired

by Brightside Health

Challenge

Lionrock pioneered online substance use disorder treatment before virtual care became mainstream. Yet the model faced skepticism, and Hazelden Betty Ford dominated the media conversation around addiction treatment. Lionrock had created a new way to access care, but the market did not yet recognize the company as the category authority it was.

The opportunity was bigger than awareness. Lionrock needed to change perceptions of online recovery, claim its rightful place as the category pioneer, reach prospective clients and benefit providers, and build the credibility and business momentum to support a strategic exit.

Approach

CLAIMED LIONROCK’S ROLE AS THE CATEGORY PIONEER. Double Forte used proprietary data, expert commentary and timely business, healthcare and workforce issues to challenge long-held assumptions about online treatment and make Lionrock a trusted national authority.

TURNED VISIBILITY INTO A GROWTH DRIVER. We focused on high-intent topics and audiences that could introduce prospective clients to Lionrock, build trust and move them toward referral, evaluation and treatment.

CREATED AN OWNABLE CATEGORY PLATFORM. National Online Recovery Day gave Lionrock a recurring national moment to lead the conversation around virtual recovery and drive deeper engagement with the brand.

CONNECTED BUSINESS MOMENTUM TO MARKET VALUE. We amplified company milestones and category leadership to reinforce Lionrock’s credibility with prospective clients, partners, investors and potential acquirers.

Results

Lionrock changed the category conversation. Once overshadowed by Hazelden Betty Ford, the company became a go-to authority on online substance use disorder treatment. By December 2023, 57% of reporters who covered Hazelden Betty Ford also covered Lionrock, proof that Lionrock had broken into a media landscape once dominated by the legacy provider.

That category authority translated into business results. Client acquisition costs fell 50% and treatment clients doubled year over year from 2021 through 2023. Lionrock expanded its market presence while it achieved more efficient client growth.

The ultimate business milestone followed: Brightside Health acquired Lionrock in January 2024, which delivered the strategic exit Lionrock had pursued.