Ep 35: Ethical Marketing Strategies for Mental Health Practices with Adrienne Wilkerson

EPISODE SUMMARY In this episode, Rachel is joined by Adrienne Wilkerson, founder and CEO of Beacon Media and Marketing and author of Digital Marketing for Mental Health. Adrienne brings a deeply informed perspective shaped by her experience growing up in a therapy practice and working closely with behavioral health organizations. Together, they explore how the mental health landscape is rapidly evolving as private equity backed organizations, larger systems, and AI driven tools reshape how practices compete for visibility. Adrienne shares what makes marketing in mental health fundamentally different, emphasizing the importance of empathy, ethical responsibility, and true human connection when reaching individuals in vulnerable moments. As the conversation continues, Rachel and Adrienne dig into the growing influence of AI in marketing and the broader mental health space. They unpack both the opportunities and risks, including the rise of AI generated content, the erosion of trust online, and concerning trends such as individuals turning to AI for support. Adrienne highlights the increasing difficulty of tracking marketing effectiveness, the return to less predictable attribution models, and the pressure this places on small practice owners. The episode closes with a forward looking perspective on how clinicians and organizations can adapt by staying grounded in authenticity, maintaining ethical standards, and prioritizing meaningful connection in an increasingly complex digital environment. RESOURCES MENTIONED Articles Referenced: Inside the Consolidation Renaissance Across Digital Behavioral Health — Behavioral Health Business: https://bhbusiness.com/2026/03/25/inside-the-consolidation-renaissance-across-digital-behavioral-health/ How AI Is Changing Online Marketing for Small Businesses — Forbes: https://www.forbes.com/sites/nishacharya/2025/10/14/how-ai-is-changing-online-marketing-for-small-businlesses/ Ethical Principles of Psychologists and Code of Conduct — American Psychological Association: https://www.apa.org/ethics/code/index Connect with Adrienne Wilkerson: Beacon Media and Marketing: https://www.beaconmm.com/ Digital Marketing for Mental Health (Book): https://digitalmarketingbook.beaconmm.com/ Connect with The Mental Health Evolution: Website: https://www.traumaspecialiststraining.com/mental-health-evolution-podcast Instagram: /thementalhealthevolution/ LinkedIn: /the-mental-health-evolution Facebook: /TheMentalHealthEvolution Music Credit: Music by Zach Harrison