Data-Driven, Human-Focused: The Future of Behavioral Health Marketing with Matthew Fung-a-Fat

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-fungafatKey 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 beyondTimestamps:0:00 – Introduction: Why data matters in behavioral health marketing0:48 – Meet Matthew Fung-A-Fat & his approach to ethical, outcome-driven marketing2:00 – Which metrics matter most? Funnel metrics, admissions, and outcomes3:30 – Qualitative data: scoring calls, understanding lead quality5:00 – How Acadia tracks and rates calls, and the challenges of attribution7:00 – Key website metrics: unique visitors, conversion rates, dwell time9:00 – Troubleshooting website performance: SEO, engagement, and clinical questionnaires11:00 – What’s a “good” dwell time? Segmenting by service line and user intent14:00 – Designing and running marketing experiments in healthcare17:00 – A/B testing in action: button language, clarity, and conversion20:00 – Learning from data: when metrics mislead and how to course-correct23:00 – Keeping marketing human: empathy, testimonials, and voice of customer27:00 – Privacy, cookies, and ethical tracking in healthcare30:00 – Building a data infrastructure: spreadsheets, CRMs, and analytics tools34:00 – The future: AI, personalization, and smarter campaigns36:00 – Where to learn more about Matthew and Acadia Healthcare37:00 – Final thoughts: Better marketing, better outcomes