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 guest00:12 – Meet Jake Gorman & MGMT Digital: mission, services, and unique approach01:55 – Why behavioral health? Jake’s personal connection to recovery02:30 – The value of lived experience in behavioral health marketing02:47 – Lead generation strategy: what works in substance use & mental health03:40 – The omnichannel approach: why you can’t rely on just one channel04:15 – Auditing clients: assessing brand, SEO, paid media, and more05:24 – Website first: why your site is the foundation of all marketing06:05 – Local SEO vs. national campaigns: where to start07:00 – Customizing strategy for new vs. established facilities07:45 – Budget allocation: SEO, PPC, and the marketing mix08:35 – Minimum viable marketing mix & when to expand channels09:00 – Typical high-performing channel mix (5-6 channels)09:30 – Directory listings, backend processes, and referral relationships10:00 – Prioritizing channels when budgets are tight11:00 – The danger of turning off campaigns too quickly12:15 – How Google Ads “learning phase” works & why gradual changes matter13:00 – Conversion data: online vs. offline, and why it’s crucial14:00 – Integrating CRM, call tracking, and campaign optimization15:00 – SEO pitfalls: local dominance, transactional keywords, and domain authority16:00 – Content that converts: human writers, brand resonance, and nurturing leads17:00 – Subtlety in nurture campaigns: staying top of mind without being pushy18:00 – Social media’s role: video, mission-driven content, and Messenger campaigns19:00 – The growing importance of video for SEO and brand awareness20:00 – Emerging channels: AI search engines and optimizing for AI overviews21:00 – Marketing myths: “Google Ads doesn’t work” and how to avoid common mistakes22:00 – Final takeaway: Don’t put all your eggs in one basket—embrace omnichannel!23:30 – Where to connect with Jake Gorman & MGMT Digital