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