Recovery Reach: Behavioral Health Marketing and Business Insights

Recovery.com
  • 0.0 (0)
  • MARKETING

Welcome to Recovery Reach, the podcast for behavioral health leaders looking for specific marketing and business tactics that can scale their impact.

  1. 6D AGO

    The History of Treatment Center Marketing: 7 Top Changes & What Is Next | With Nick Jaworski

    Rehab marketing isn’t “run Google Ads and pray” anymore—LegitScript, trust, and AI search changed everything. Here’s what treatment centers must do now to grow admissions ethically and predictably. List your center on Recovery.com: https://providers.recovery.com/ Learn more about Nick: https://www.circlesocialinc.com/ In this episode, Clint sits down with Nick Jaworski (CEO of Circle Social) to break down the last decade of treatment center marketing and why the old playbook (PPC arbitrage, crisis calls, and massive spend) stopped working. We unpack the real story behind patient brokering, Google’s clampdown, and why LegitScript certification became a required cost of doing business for addiction treatment marketing. You’ll learn why “vanilla care” kills growth in today’s competitive market—and how the winners build trust through real differentiation, aligned messaging, and airtight operations (marketing promise ↔ clinical delivery ↔ reviews ↔ referrals). Nick explains the shift toward local SEO for rehab centers, why outcomes improve when patients stay closer to home, and why your call center and admissions team must evolve beyond transactional scripts. We also cover a simple, scalable admissions mix Nick uses with providers: a benchmark model that prioritizes business development referrals, alumni/referrals, and diversified digital channels (including rehab SEO, paid media, and emerging AI optimization). Finally, we talk about how AI tools are changing discovery—and why third-party trust sources (like reputable directories and local press) matter more than ever. If you’re a CEO, marketer, or admissions leader in behavioral health, this is your updated rehab marketing strategy for 2026. Subscribe for more, and comment: what’s your biggest growth bottleneck right now? ⏱️ Chapters: 00:00 – Treatment Center Marketing: What Changed in 10 Years 01:10 – The “Easy Mode” Era: Crisis Calls + Opioid Wave 05:40 – ACA Parity + Huge Reimbursements: Why PPC Exploded 08:00 – The Inflection Point: LegitScript + Google Crackdowns 12:10 – Why PPC Isn’t a Strategy (and Why It Used to “Work”) 17:40 – Trust Marketing: Reviews, Reputation, and Localization 22:15 – The “Promise vs Delivery” Gap (Why Brands Get Burned) 26:10 – Differentiation: Stop Offering “Vanilla Care” 30:10 – Call Center Fixes: What Commercial Calls Require 33:30 – BD Support: Event Marketing, LinkedIn, Community Presence 36:10 – ROI Traps: Why Short-Term Tracking Breaks Growth 40:20 – Scaling Reality: What Works at 1 Center Won’t Work at 10 43:10 – The 50/20/30 Admissions Model (BD / Alumni / Digital) 49:50 – AI Optimization: Where Search Is Heading Next 55:00 – Local PR + Third-Party Trust: How AI Chooses Who to Recommend 58:30 – Where to Connect with Nick + Final Takeaways ❓ Questions the Video Answers: How has rehab marketing changed over the last 10 years? What is patient brokering and how did it impact addiction treatment marketing? Why did LegitScript become required for Google Ads in rehab marketing? Why did PPC used to work so well for treatment centers? What is “rehab SEO” and why is it more important now? Why does local SEO matter more than national marketing for treatment centers? How do you build trust in behavioral health marketing today? What does real differentiation look like for a rehab center? Why do treatment center marketing messages fail when operations aren’t aligned? How should admissions teams handle commercial insurance calls differently? What metrics actually matter for call center performance in rehab marketing? How should treatment centers budget when results take 6–12 months? How will AI search change addiction treatment marketing in 2026? #mentalhealth #addictionrecovery #digitalmarketing

    1 hr

  2. JAN 29

    What “Good” Looks Like in Behavioral Health Marketing: Spend, Mix, and Conversion Benchmarks

    Marketing a behavioral health or addiction treatment center has never been more complex — higher costs, more channels, and increasing pressure to produce admits with fewer resources. So how do you know if your marketing strategy is actually working, or just keeping you busy? In this episode of Recovery Reach, Clint Malley breaks down real-world marketing benchmarks for behavioral health treatment centers, based on a recent survey of industry leaders and operators. Instead of tactics or vendor hype, we zoom out and answer the questions every executive eventually asks: Where should admits really come from? How should marketing budgets be allocated? And what actually improves conversion? List your treatment center for free on Recovery.com: https://providers.recovery.com/ You’ll learn the ideal admit mix between referral partnerships, organic marketing, and paid channels, and why experienced operators expect referrals to drive the highest-quality admissions. We also explore how market competitiveness, program size, payer mix, and acuity impact marketing performance — and why being “off average” isn’t always a bad thing. This episode also reveals one of the most overlooked truths in behavioral health marketing: paid ads don’t fix conversion problems — they expose them. We unpack conversion benchmarks across referral, organic, and paid sources, and explain why speed-to-contact, admissions team skill, and qualification quality matter more than any channel. If you’re a CEO, marketing leader, or business development professional in behavioral health, this episode will help you pressure-test your marketing strategy, allocate budget with confidence, and focus on what actually moves admits — not just leads. 👉 Subscribe for more actionable behavioral health marketing insights, and drop a comment with which channel drives your best admits. ⏱️ Chapters: 00:00 – Why Behavioral Health Marketing Is More Complicated Than Ever 01:30 – Where Treatment Center Admits Should Come From 02:00 – Ideal Admit Mix: Referrals vs Organic vs Paid 03:00 – Why Benchmarks Change by Market, Size, and Payer Mix 04:30 – How to Allocate Your Marketing Budget Strategically 05:30 – The Biggest Gap Between Spend and Performance 06:30 – Conversion Benchmarks by Marketing Channel 07:30 – The #1 Factor That Improves Conversion Across All Channels 08:00 – Why Some Paid Sources Convert Better Than Others 08:45 – A Simple Framework to Pressure-Test Your Marketing Strategy 09:00 – Final Takeaways for Behavioral Health Leaders ❓ Questions the Video Answers: What are realistic marketing benchmarks for behavioral health centers?How many admits should come from referral partnerships?How much should treatment centers rely on paid advertising?What is the ideal marketing budget split for treatment centers?Why do referral sources convert better than paid leads?How do market competitiveness and payer mix affect marketing strategy?What are normal conversion rates for treatment center leads?Why do paid ads often underperform in behavioral health marketing?How important is speed-to-contact for admissions conversion?What role does the admissions team play in marketing success?Are organic marketing channels still worth investing in?When should new treatment centers rely more on paid marketing?How can benchmarks help improve marketing decisions?What causes the biggest inefficiencies in treatment center marketing?How do top-performing centers consistently fill beds? #behavioralhealth #healthcaremarketing #addictiontreatment

    10 min

  3. 11/03/2025

    Founding The Lighthouse: An Entrepreneur’s Guide to Recovery Residences with Trey Laird

    Welcome to a special episode of the Recovery Reach podcast, recorded live at the Mental Health Marketing Conference in Franklin, Tennessee! In this episode, host Andrew sits down with Trey Laird, the founder and CEO of The Lighthouse, a luxury recovery residence in Connecticut. Trey shares his personal journey from Wall Street to recovery, the inspiration behind starting The Lighthouse, and the lessons learned from a decade of helping professionals rebuild their lives after treatment.  Whether you’re interested in entrepreneurship, recovery, or the business of behavioral health, this conversation is packed with insights, real stories, and practical wisdom. — Explore mental health and addiction treatment options: https://recovery.com/ — Learn more about The Lighthouse Recovery Services : https://thelighthousect.com/ — Connect with Trey on Linkedin: https://www.linkedin.com/in/treylaird/ Key Topics Covered: • Trey’s personal recovery journey and the founding story of The Lighthouse • The gap in post-treatment support for professionals and executives • Building a luxury recovery residence: vision, challenges, and lessons learned • The importance of community, peer support, and recovery coaching • Navigating business development and referral relationships in behavioral health • Adapting and growing through COVID-19 and beyond • The role of family and non-residential services in recovery • Marketing, networking, and the power of sharing your story • Advice for aspiring founders in the recovery/treatment space • Reflections on impact, identity, and the future of The Lighthouse Timestamps & Detailed Show Notes: 00:00 – Introduction: Meet Trey Laird, CEO & Founder of The Lighthouse 01:00 – Recording at the Mental Health Marketing Conference; the importance of industry events 02:00 – Trey’s background: Wall Street career, personal recovery, and the seed for The Lighthouse 04:00 – The lack of local sober living options and the inspiration for a new model 06:00 – The Lighthouse’s mission: luxury recovery residences for professionals 08:00 – What makes The Lighthouse unique: daily life, amenities, and peer support 10:00 – The transition from treatment to real life: challenges and opportunities 12:00 – Expanding services: from men’s house to women’s house and apartments 14:00 – Navigating COVID-19: community, remote work, and new opportunities 16:00 – The business model: non-clinical services, coaching, and peer support 18:00 – The power of lived experience: staff in recovery and peer mentorship 20:00 – Trey’s journey from recovery consumer to mentor and founder 22:00 – Learning from other high-end sober living models and adapting to Connecticut 24:00 – Building the business: networking, referral relationships, and early challenges 28:00 – The importance of reputation and careful client selection 30:00 – Hiring, team-building, and the realities of starting up 34:00 – Lessons from the first year: learning by doing, adapting, and staying mission-driven 38:00 – Growth, alumni engagement, and the evolution of services 40:00 – The impact of recovery coaching and family support 44:00 – Marketing, business development, and the power of personal storytelling 48:00 – The future of The Lighthouse: growth, expansion, and staying true to the mission 52:00 – Reflections: personal transformation, impact, and advice for new founders 56:00 – Closing thoughts: how to connect with Trey and The Lighthouse

    45 min

  4. 10/27/2025

    From House of Brands to Branded House: How Guardian Recovery Consolidated for Growth with DJ Prince

    In this episode, host Andrew Averill sits down with DJ Prince, VP of Marketing at Guardian Recovery, for a deep dive into the complex journey of rebranding and consolidating multiple treatment center brands under one unified identity. Recorded live at the Mental Health Marketing Conference in Franklin, Tennessee, this conversation is packed with actionable insights for anyone in healthcare, marketing, or organizational leadership. Whether you’re curious about the challenges of managing a “house of brands,” the risks and rewards of rebranding, or the real-world impact on clients, families, and staff, this episode delivers a masterclass in strategic change management. — Explore mental health and addiction treatment options: https://recovery.com/ — Learn more about Guardian Recovery : https://www.guardianrecovery.com/ — Connect with DJ on Linkedin: https://www.linkedin.com/in/donaldprince/ — Explore DJ's other work on his personal website: https://www.donaldprince.com/ Topics Discussed: • The scale and rapid growth of Guardian Recovery across multiple states • The difference between a “house of brands” and a “branded house” • Why Guardian originally operated under multiple local brands • The business, marketing, and operational challenges of managing many brands • The pivotal executive summit that sparked the rebranding journey • How research and stakeholder interviews shaped the rebrand strategy • Surprising findings about what clients, families, and referral partners value most • The pilot rollout: choosing the first location and measuring success • Lessons learned from legal, digital, and operational aspects of rebranding • Advice for organizations considering a similar transformation Timestamps: 00:00 – Introduction: Offsite at the Mental Health Marketing Conference 01:00 – Meet DJ Prince: VP of Marketing at Guardian Recovery 02:00 – Guardian’s scale: Locations, services, and marketing team structure 04:00 – The impact of AI on content and marketing operations 06:00 – Guardian’s rapid expansion: From 3 to 22+ locations 08:00 – Branding 101: House of Brands vs. Branded House explained 11:00 – Why Guardian started as a house of brands (local trust, referral strategy) 15:00 – The pain points: Managing multiple brands, digital and business development challenges 20:00 – The “straw that broke the camel’s back”: Executive summit and the need for change 23:00 – Making the case: Visual presentations and the “mic drop” moment 26:00 – Bringing in outside experts: The value of unbiased research 29:00 – What clients, families, and referral partners really care about 33:00 – Simplicity over complexity: The surprising findings from research 36:00 – The pilot: Selecting the first location and setting KPIs 40:00 – Legal, insurance, and operational hurdles in rebranding 44:00 – Results: What changed (and what didn’t) after the pilot 47:00 – Naming conventions: When to co-brand and when to go all-in 50:00 – The mechanics: Digital, HR, compliance, and team shout-outs 54:00 – Was it worth it? Reflections and advice for others 58:00 – Final thoughts: Keeping the client first and embracing the journey 1:01:00 – Where to learn more about DJ Prince and Guardian Recovery

    42 min

  5. 10/08/2025

    Omnichannel Strategies for Patient Acquisition in Behavioral Healthcare with Jake Gorman

    Welcome to another episode of Recovery Reach by Recovery.com! This week, host Andrew Averill returns to sit down with Jake Gorman, COO of MGMT Digital—a full-service behavioral healthcare marketing agency. Jake brings his lived experience in recovery and deep expertise in digital marketing to the table, sharing actionable insights for treatment centers and mental health organizations looking to grow their impact. In this episode, Jake breaks down what it takes to build a winning lead generation strategy in the behavioral health space. He explains why an omnichannel approach is essential, how to avoid common marketing pitfalls, and the importance of conversion data in optimizing ad spend.  — Explore mental health and addiction treatment options: https://recovery.com/ — Learn more about MGMT Digital : https://mgmtdigital.com/ — Connect with Jake on Linkedin: https://www.linkedin.com/in/jake-gorman-1ba407233/ Topics Discussed: Jake’s personal journey and why MGMT Digital specializes in behavioral healthcare marketingThe importance of mission-driven marketing and lived experience in the recovery spaceWhy an omnichannel (multi-channel) approach is critical for sustainable lead generationHow to audit your current marketing mix and identify gapsThe role of SEO, PPC, and brand awareness campaigns in patient acquisitionHow to prioritize marketing channels when budgets are tightThe power of conversion data and integrating with your CRM/call trackingThe evolving role of video and social media in healthcare marketingEmerging trends: AI search engines, optimizing for AI overviews, and future channelsTimestamps: 00:00 – Introduction to Recovery Reach & today’s guest 00:12 – Meet Jake Gorman & MGMT Digital: mission, services, and unique approach 01:55 – Why behavioral health? Jake’s personal connection to recovery 02:30 – The value of lived experience in behavioral health marketing 02:47 – Lead generation strategy: what works in substance use & mental health 03:40 – The omnichannel approach: why you can’t rely on just one channel 04:15 – Auditing clients: assessing brand, SEO, paid media, and more 05:24 – Website first: why your site is the foundation of all marketing 06:05 – Local SEO vs. national campaigns: where to start 07:00 – Customizing strategy for new vs. established facilities 07:45 – Budget allocation: SEO, PPC, and the marketing mix 08:35 – Minimum viable marketing mix & when to expand channels 09:00 – Typical high-performing channel mix (5-6 channels) 09:30 – Directory listings, backend processes, and referral relationships 10:00 – Prioritizing channels when budgets are tight 11:00 – The danger of turning off campaigns too quickly 12:15 – How Google Ads “learning phase” works & why gradual changes matter 13:00 – Conversion data: online vs. offline, and why it’s crucial 14:00 – Integrating CRM, call tracking, and campaign optimization 15:00 – SEO pitfalls: local dominance, transactional keywords, and domain authority 16:00 – Content that converts: human writers, brand resonance, and nurturing leads 17:00 – Subtlety in nurture campaigns: staying top of mind without being pushy 18:00 – Social media’s role: video, mission-driven content, and Messenger campaigns 19:00 – The growing importance of video for SEO and brand awareness 20:00 – Emerging channels: AI search engines and optimizing for AI overviews 21:00 – Marketing myths: “Google Ads doesn’t work” and how to avoid common mistakes 22:00 – Final takeaway: Don’t put all your eggs in one basket—embrace omnichannel! 23:30 – Where to connect with Jake Gorman & MGMT Digital

    30 min

  6. 10/01/2025

    Alumni Programs: Why Your Treatment Center Needs One & How Tech Can Make it Work with Ben Wilkins

    Are you making the most of your treatment center’s alumni network? In this episode, guest host Cliff McDonald, Chief Growth Officer of Recovery.com, sits down with Ben Wilkins, General Manager of Cared For (a division of Continuum Cloud), to reveal why alumni programs are no longer a “nice to have”—they’re essential for long-term recovery, growth, and community. Discover how technology, peer support, and smart engagement can transform outcomes for both patients and providers. — Explore mental health and addiction treatment options: https://recovery.com/ — Learn more about Cared For: https://www.caredfor.com/ — Learn more about Continuum Cloud: https://continuumcloud.com/ — Connect with Ben on Linkedin: https://www.linkedin.com/in/bentwilkins/ In this episode, you’ll learn: Why alumni programs are now a must-have for treatment centersThe difference between having an alumni program and doing it wellHow alumni engagement drives referrals, retention, and growthThe pitfalls of relying solely on Facebook groups for alumni supportThe role of dedicated alumni coordinators and peer supportHow to measure outcomes and ROI for alumni programsThe impact of technology and apps on post-treatment engagementReal-world examples of top-performing alumni programsHow to create sustainable, meaningful touchpoints after dischargeThe future of alumni programming: AI, digital tools, and community Timestamps / Shownotes: 00:00 – Introduction & guest welcome 01:05 – Why alumni programs are essential in 2025 03:20 – The competitive advantage and common pitfalls 05:30 – Alumni as an “army of marketers” and referral drivers 08:00 – Personal stories: the impact of post-treatment silence 10:30 – Alumni programs as a marketing and outcomes tool 13:00 – What great alumni programs look like (and common mistakes) 16:00 – The limits of Facebook groups and the need for real engagement 18:30 – Technology’s role: apps, automation, and maintaining connection 22:00 – Measuring ROI: outcomes, referrals, and value-based care 25:00 – How to engage alumni before, during, and after treatment 28:00 – Building sustainable touchpoints and care journeys 30:00 – The future: AI, peer support, and evolving alumni engagement 32:00 – Final thoughts and takeaways

    32 min

  7. 09/24/2025

    The Power of Lived Experience: Leadership Lessons from Plugged In Recovery with Wade Muhlhauser

    Welcome to another episode of Recovery Reach! Guest host Cliff McDonald, Chief Growth Officer of Recovery.com, sits down with Wade Muhlhauser, CEO and founder of Plugged In Recovery, to explore how personal narrative and authenticity can become powerful assets in building a brand that truly converts in behavioral health. Wade shares his journey from corporate life to recovery leadership, revealing how vulnerability, data-driven strategy, and a people-first approach can transform both organizations and lives. Whether you’re a founder, marketer, or someone passionate about recovery, this episode is packed with actionable insights and inspiration. — Explore mental health and addiction treatment options: https://recovery.com/ — Learn more about Plugged In Recovery: https://pluggedinrecovery.com/ — Connect with Wade on Linkedin: https://www.linkedin.com/in/wade-muhlhauser-b9347735 Topics Covered: Wade’s founder story: from corporate to recovery leadershipThe power of authenticity and vulnerability in brandingReframing “conversions” as helping people, not transactionsBuilding admissions and marketing strategies with KPIs and systemsLeveraging technology and a strong tech stack in behavioral healthThe value of lived experience vs. business acumen in hiringLifestyle and alumni-driven content for audience growthEducating and supporting clients through the continuum of careCreating a proactive, differentiated content strategyTraining and coaching admissions/frontline staff for empathy and impactTime-Stamped Show Notes: 0:00 – Introduction: Meet Wade Muhlhauser and today’s topic1:05 – Wade’s journey: authenticity, vulnerability, and leadership4:30 – Embracing lived experience and being “outed” in recovery7:00 – Reframing conversions: people over transactions10:45 – Bringing corporate KPIs and systems into behavioral health15:00 – Tech stacks, business acumen, and competitive advantages20:00 – Building a team: lived experience vs. outside expertise25:00 – Lifestyle content, alumni engagement, and audience growth30:00 – Explaining the continuum of care and client education35:00 – Admissions playbooks, data, and experimentation40:00 – Training staff for empathy, compassion, and brand alignment45:00 – Lasting relationships, community trust, and closing thoughts

    40 min

  8. 09/17/2025

    From Marketing to Mission: True Differentiation in Behavioral Health with Jen Carvalho

    In this episode, host Clint sits down with Jen Carvalho, CEO of The Haven at College, to explore what truly sets behavioral health organizations apart. With over 20 years of executive experience and a personal journey in recovery, Jen shares her insights on authentic differentiation, leadership, and building a culture that delivers real impact for clients and staff alike. If you work in behavioral health, lead a team, or want to build a brand that stands out, this conversation is packed with actionable wisdom. — Explore mental health and addiction treatment options: https://recovery.com/ — Learn more about The Haven At College: https://thehavenatcollege.com/ — Connect with Jen on Linkedin: https://www.linkedin.com/in/jen-carvalhobh/ Key Discussion Points • Why most treatment centers sound the same—and how to break out of the sameness trap • The difference between external marketing and internal culture • How authentic clinical philosophy drives real differentiation • The importance of showcasing your team, not just your facilities • High turnover in behavioral health: causes and solutions • Building a culture of appreciation, ownership, and engagement • The power of niche: why The Haven focuses on college students • Aligning marketing and clinical teams for brand integrity • Leadership’s role in creating a healing, resilient organization • Jen’s personal recovery journey and how it shapes her leadership Timestamped Show Notes 0:00 – Introduction to the episode and guest, Jen Carvalho 0:35 – Jen’s background: CEO of The Haven at College, 20+ years in behavioral health, personal recovery story 1:18 – Why “differentiation” in treatment centers is often just surface-level marketing 2:37 – The real value: deep clinical philosophy and internal focus 4:39 – The challenge of turnover and why many centers don’t showcase their staff 7:48 – How to honor and elevate your team, and why it matters for clients 8:48 – Industry turnover rates: 35-40% and the emotional toll of the work 10:10 – Burnout, career advancement, and the need for self-care in behavioral health 11:57 – Jen’s approach to building culture and professional development 13:37 – The importance of supporting staff and recognizing their impact 16:22 – Authentic differentiation: supporting clinicians’ passions and specialties 18:10 – Telling stories of change: making clinicians and staff the heroes 20:22 – The role of every team member in creating a healing environment 22:06 – The power of niche: why The Haven focuses on college students and the benefits of specialization 25:36 – Marketing vs. clinical: bridging the gap for brand authenticity 28:36 – Leadership’s responsibility: vision, culture, and empowering teams 31:32 – Jen’s recovery journey and how it informs her leadership style 34:37 – Final thoughts: the value of focus, alignment, and human connection in behavioral health

    40 min
See All (25)

About

Welcome to Recovery Reach, the podcast for behavioral health leaders looking for specific marketing and business tactics that can scale their impact.

Information