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

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

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 marketing
• The importance of mission-driven marketing and lived experience in the recovery space
• Why an omnichannel (multi-channel) approach is critical for sustainable lead generation
• How to audit your current marketing mix and identify gaps
• The role of SEO, PPC, and brand awareness campaigns in patient acquisition
• How to prioritize marketing channels when budgets are tight
• The power of conversion data and integrating with your CRM/call tracking
• The evolving role of video and social media in healthcare marketing
• Emerging trends: AI search engines, optimizing for AI overviews, and future channels

Timestamps:

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

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 centers
• The difference between having an alumni program and doing it well
• How alumni engagement drives referrals, retention, and growth
• The pitfalls of relying solely on Facebook groups for alumni support
• The role of dedicated alumni coordinators and peer support
• How to measure outcomes and ROI for alumni programs
• The impact of technology and apps on post-treatment engagement
• Real-world examples of top-performing alumni programs
• How to create sustainable, meaningful touchpoints after discharge
• The 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

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 leadership
• The power of authenticity and vulnerability in branding
• Reframing “conversions” as helping people, not transactions
• Building admissions and marketing strategies with KPIs and systems
• Leveraging technology and a strong tech stack in behavioral health
• The value of lived experience vs. business acumen in hiring
• Lifestyle and alumni-driven content for audience growth
• Educating and supporting clients through the continuum of care
• Creating a proactive, differentiated content strategy
• Training and coaching admissions/frontline staff for empathy and impact

Time-Stamped Show Notes:

• 0:00 – Introduction: Meet Wade Muhlhauser and today’s topic
• 1:05 – Wade’s journey: authenticity, vulnerability, and leadership
• 4:30 – Embracing lived experience and being “outed” in recovery
• 7:00 – Reframing conversions: people over transactions
• 10:45 – Bringing corporate KPIs and systems into behavioral health
• 15:00 – Tech stacks, business acumen, and competitive advantages
• 20:00 – Building a team: lived experience vs. outside expertise
• 25:00 – Lifestyle content, alumni engagement, and audience growth
• 30:00 – Explaining the continuum of care and client education
• 35:00 – Admissions playbooks, data, and experimentation
• 40:00 – Training staff for empathy, compassion, and brand alignment
• 45:00 – Lasting relationships, community trust, and closing thoughts

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

Welcome to an in-depth conversation with Matthew Fung-A-Fat, digital marketing leader at Acadia Healthcare. In this episode, we dive into the world of behavioral health marketing, exploring how data and analytics can drive better outcomes, ethical marketing practices, and the human side behind every click and conversion. Whether you’re running a local IOP or a national network, you’ll find actionable insights on metrics, experimentation, and the future of data-driven healthcare marketing.

Explore mental health and addiction treatment options: https://recovery.com/

Learn more about Acadia Healthcare: https://www.acadiahealthcare.com/

Connect with Matthew on Linkedin: https://www.linkedin.com/in/matthew-fungafat


Key Topics Covered:

• The importance of data in behavioral health marketing
• Which marketing metrics matter most (and which are overrated)
• Understanding the full marketing funnel: from website visits to admissions
• Qualitative vs. quantitative data: why both matter
• The role of experimentation and A/B testing in healthcare marketing
• Ethical data practices and privacy in healthcare
• Overcoming challenges with tracking, attribution, and fragmented platforms
• How to keep marketing human-centered and empathetic
• Building a useful data infrastructure for treatment centers
• The future of behavioral health marketing: AI, personalization, and beyond

Timestamps:

0:00 – Introduction: Why data matters in behavioral health marketing
0:48 – Meet Matthew Fung-A-Fat & his approach to ethical, outcome-driven marketing
2:00 – Which metrics matter most? Funnel metrics, admissions, and outcomes
3:30 – Qualitative data: scoring calls, understanding lead quality
5:00 – How Acadia tracks and rates calls, and the challenges of attribution
7:00 – Key website metrics: unique visitors, conversion rates, dwell time
9:00 – Troubleshooting website performance: SEO, engagement, and clinical questionnaires
11:00 – What’s a “good” dwell time? Segmenting by service line and user intent
14:00 – Designing and running marketing experiments in healthcare
17:00 – A/B testing in action: button language, clarity, and conversion
20:00 – Learning from data: when metrics mislead and how to course-correct
23:00 – Keeping marketing human: empathy, testimonials, and voice of customer
27:00 – Privacy, cookies, and ethical tracking in healthcare
30:00 – Building a data infrastructure: spreadsheets, CRMs, and analytics tools
34:00 – The future: AI, personalization, and smarter campaigns
36:00 – Where to learn more about Matthew and Acadia Healthcare
37:00 – Final thoughts: Better marketing, better outcomes

In this episode of Recovery Reach by Recovery.com, we sit down with Daniel Krasner, former Chief Marketing Officer at Summit Behavioral Healthcare (Summit BHC), about bridging the gap between sales and marketing in the behavioral health industry. Daniel shares his unique journey from business development to the C-suite, revealing the mental and tactical shifts required to lead both teams. The conversation covers building in-house marketing, the power of attribution, local branding, alumni programs, and the future of targeted, data-driven campaigns. Packed with real-world stories and actionable insights, this episode is a must-listen for anyone in healthcare marketing or business development.

Explore mental health and addiction treatment options: https://recovery.com/

Learn more about Daniel's consulting & interventionist services: https://dksolutionsgroup.com/

Connect with Daniel on Linkedin: https://www.linkedin.com/in/danielkrasner

00:00 – Intro: Why sales and marketing must work together
01:12 – Daniel’s background: From business development to CMO
02:15 – The shift from sales to marketing leadership
03:30 – Learning digital marketing from scratch
05:00 – Building a digital marketing team and hiring agencies
07:00 – In-house vs. agency: Pros, cons, and lessons learned
09:00 – Aligning business development and marketing strategies
10:45 – Navigating team tensions and communication challenges
13:00 – The importance of attribution: Tracking what works
15:00 – Tools and processes for measuring ROI
17:00 – Creating local awareness and building community trust
19:00 – Launching new facilities: Pre-opening strategies
21:00 – The role of content, SEO, and Google reviews
23:00 – Balancing brand storytelling with performance marketing
25:00 – Feedback loops: Sales, marketing, and operations working together
27:00 – Best practices for regular team communication
29:00 – Alumni programs: Leveraging testimonials and reviews
31:00 – The future of behavioral health marketing: Personalization & innovation
33:00 – Daniel’s next chapter and how to connect
34:00 – Final thoughts and takeaways

Key Takeaways:

• Sales and marketing alignment is crucial for growth and patient acquisition.
• Data-driven attribution enables smarter marketing investments.
• Local branding and authentic community engagement build trust.
• Regular, structured feedback between marketing, business development, and operations teams prevents miscommunication.
• Alumni programs and testimonials are underutilized assets for reputation and referrals.
• The future is in targeted, persona-based, and multi-channel campaigns.