The Beacon Way

Beacon Media + Marketing
  • 5.0 (10)
  • MARKETING

Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!

  1. 1D AGO

    Inside Horizon Treatment Services: Outreach, Talent Development & Storytelling in Addiction

    In this episode of The Beacon Way Podcast, Adrienne Wilkerson sits down with Jen Slusser-MacTernan, Director of Outreach and Talent Development at Horizon Treatment Services, to explore what outreach, storytelling, and community engagement really look like in behavioral health. Jen shares her journey from graphic design and jail-based addiction education to leading outreach, media production, events, and learning initiatives across Horizon’s multi-location organization. The conversation dives into how Horizon approaches marketing not as promotion, but as community outreach, and how that mindset shapes everything they do. They discuss: • Horizon’s nearly 50-year history serving Alameda County and beyond • Rebuilding and strengthening post-COVID • Their full continuum of care (youth prevention, sobering centers, detox, residential, outpatient) • How connecting sobering centers directly to detox reduces treatment drop-off • Using anonymous feedback kiosks and “heard you did this” boards to improve client and staff experience • Grassroots outreach strategies (schools, health fairs, law enforcement partnerships, internships) • The power of storytelling through Horizon’s podcast and upcoming story-driven series Horizon currently operates sobering centers in Santa Clara, Alameda County, Chico, and Albuquerque — expanding access to care while reducing strain on jails and emergency rooms. If you’re a behavioral health leader, outreach professional, or someone passionate about addiction recovery and community impact, this episode offers practical insight and real-world perspective. Links mentioned in today's episode:  🌐 Horizon Treatment Services website- https://www.horizonservices.org/ 📊 Horizon Impact Report- https://www.horizonservices.org/print/ 🎙️ Horizon Podcast: https://www.horizonservices.org/podcasts/ 📱 Follow Horizon on Social Media: https://www.instagram.com/horizontreatmentservices/ https://www.linkedin.com/company/horizon-treatment-services/ https://www.facebook.com/horizonservicesandtreatment

    32 min

  2. FEB 19

    Google Ads in the Age of AI: What’s Working Now for Mental Health Practices

    Host Adrienne Wilkerson welcomes John Sanders of RevKey Digital to discuss how AI is changing Google paid ads, especially for mental health practices. John shares his background managing Google Ads since 2015, how his wife’s testing psychology practice led him into the mental health niche, and how he founded Rev Key in 2018, now supporting mostly mental health clients with a team of nine account managers. They explain the shift from keyword-based exact match search campaigns to intent-driven targeting, noting that search campaign cost-per-click has often doubled in the last 18 months, making traditional search less viable.  John describes using performance max more frequently due to lower CPCs and broader top-of-funnel reach, while emphasizing the need for tight guardrails to prevent low-converting placements like display and to stop auto-generated assets such as poor AI-created videos.  The conversation covers why agencies should avoid letting AI write ad copy in regulated mental health contexts, predictions that ads will eventually appear alongside Gemini and within AI search experiences due to Google’s ad-driven revenue model, and the current AI market dynamics with ChatGPT holding major share. John also offers advice for choosing an agency: clients should own their Google Ads account and expect clear, monthly communication beyond reports to connect ad performance to real business outcomes.

    31 min

  3. FEB 12

    Mastering Review Responses with Right Response AI

    Join Adrienne Wilkerson, host of the Beacon Way Podcast, as she chats with George Swetlitz, Co-founder of Right Response AI, on the importance and nuances of managing reviews in the mental health and behavioral health space. Discover George's journey from consulting at McKinsey to developing Right Response AI, a tool designed to handle reviews at scale. They discuss the 'conversion gate' concept, the drawbacks of generic AI responses, and how authentic, empathetic engagements can turn a negative review into an opportunity.  Perfect for businesses looking to optimize their reputation management and capitalize on AI advancements.

    35 min

  4. FEB 5

    Navigating Financial Success with Natalia Zacharin

    Navigating Financial Success with Natalia Zacharin   In this insightful episode of The Beacon Way podcast, host Adrienne Wilkerson welcomes special guest Natalia Zacharin from Zacharin Consulting. Natalia, an expert in accounting and fractional CFO services, shares her journey and the innovative ways her firm helps business owners improve their cash flow and profitability. They discuss the common pitfalls of bookkeeping, the importance of accurate financial data, and strategies to address financial emergencies. The conversation also touches on the integration of AI in bookkeeping, the impact of human connection in business, and essential advice for accidental business owners, particularly in the mental health sector. Natalia offers actionable tips for scaling a business effectively, ensuring proper owner compensation, and leveraging technology without compromising quality. Don’t miss the special offers exclusive to The Beacon Way listeners.   00:00 Introduction and Special Guest Natalia Zacharin 00:39 Natalia's Journey into Financial Consulting 01:18 Challenges in Business Finances 04:43 Case Study: Fixing Financial Data 06:43 Helping Businesses Navigate Financial Crises 11:10 Accidental Business Owners and Financial Advice 20:53 Scaling and Growing a Business 22:42 Challenges of Scaling and Hiring 23:35 AI Disruption in the Legal and Accounting Fields 24:43 The Limitations of AI in Bookkeeping 28:33 The Role of AI in Content Generation 35:51 The Importance of Human Connection in Business 41:38 Conclusion and Contact Information

    44 min

  5. JAN 29

    Leveraging AI for Social Media Marketing

    In this episode of the Beacon Way Podcast, host Adrienne Wilkerson discusses the significant impact of AI on social media marketing strategies, particularly in the mental health sector. Adrienne talks about how AI is transforming search behaviors, enabling more conversational interactions on platforms like Instagram and TikTok. The episode covers practical tips for optimizing your online presence to match these new search patterns, including the importance of maintaining a human touch in AI-driven interactions. Key takeaways include leveraging AI for content creation, audience behavior analysis, and ethical considerations.  Whether you're managing your social media in-house or through an agency, this episode provides valuable insights into integrating AI effectively while preserving the compassionate care your patients expect.

    18 min

  6. JAN 23

    Ethically Promoting Your Behavioral Health Practice on Social Media

    In this episode of the Beacon Way podcast, host Adrienne Wilkerson explores the ethical promotion of behavioral health practices on social media. Adrian shares invaluable insights on building genuine connections online through authentic and transparent content, respecting patient privacy, and leveraging technology like AI responsibly. Learn practical tips for creating relatable and engaging content, the importance of empathetic engagement, and how to navigate the rapidly evolving AI landscape in your marketing strategy.  This episode is a must-listen for behavioral health professionals looking to ethically enhance their online presence and foster meaningful connections with potential patients.

    19 min

  7. JAN 15

    Transforming Patient Experiences into Advocacy

    In this episode of the Beacon Way Podcast, Adrienne Wilkerson discusses the critical role of internal marketing in healthcare, emphasizing how great patient experiences can lead to referrals and advocacy. She explores strategies for transforming patients into advocates, the importance of gathering feedback, and building trust within the community.  The conversation also highlights the need for consistency in patient experiences and branding across multiple locations, ultimately encouraging healthcare providers to prioritize internal marketing to foster lasting relationships with patients.  Takeaways  Internal marketing is crucial for patient experiences. Great patient experiences lead to referrals and advocacy. Marketing should continue even after patients become clients. The patient experience is vital for building a strong reputation. Asking for feedback should be done thoughtfully and respectfully. Trust is essential in mental health and behavioral health. Consistency in patient experience is key to advocacy. Billing experiences can significantly impact patient satisfaction. Cohesive branding helps in building community trust. Internal marketing fosters relationships and encourages patient advocacy.

    19 min

  8. JAN 9

    Navigating the Future of SEO + AI in 2026

    In this episode of the Beacon Way podcast, Adrienne Wilkerson discusses the transformative impact of AI on SEO and the emergence of Generative Engine Optimization (GEO). As search behavior shifts towards AI-driven tools, traditional SEO strategies must evolve to remain effective. The conversation emphasizes the importance of structuring content for AI responses, building topical authority, and maintaining a human connection in marketing. The episode concludes with a call to adapt to these changes while focusing on meaningful connections with audiences. For more information, visit our blog: https://www.beaconmm.com/2025/12/04/the-future-of-seo-and-ai-in-2026-how-to-stay-visible-in-the-age-of-ai-search/

    27 min
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5
out of 5
10 Ratings

About

Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!

Information

  • Creator
    Beacon Media + Marketing
  • Years Active
    2021 - 2026
  • Episodes
    107
  • Rating
    Explicit
  • Copyright
    © 2026 The Beacon Way
  • Show Website
    The Beacon Way