Summary

In this conversation, Steve Turney interviews Jennifer Christensen, CMO and Co-founder of Beacon Media + Marketing, about the 2024 State of Mental Health Marketing Report.

They discuss the research methodology and the main findings of the report. The conversation covers topics such as the importance of referrals and social media advertising in mental health marketing, the interest in new tactics and avenues, the challenges faced by marketers, the need for digital marketing audits, the choice between in-house and agency marketing, and the confidence in evaluating and purchasing AI technology. The conversation concludes with a discussion on the future of mental health marketing and the importance of staying informed.

Takeaways

Referrals and social media advertising are key drivers of success in mental health marketing.

There is a growing interest in new tactics and avenues, such as short form video, podcasts, and AI marketing tools.

Many marketers struggle with clarity and understanding what marketing strategies work best.

Digital marketing audits are essential for evaluating the effectiveness of marketing efforts.

There is a need for a balance between in-house and agency marketing expertise.

Many marketers lack confidence in evaluating and purchasing AI technology.

The overwhelming number of AI tools available can make it difficult for marketers to navigate and make informed decisions.

Continued research and benchmarking are necessary to stay informed and make data-driven marketing decisions.

Chapters

00:00

Introduction and Background

03:20

Referrals and Social Media Advertising

08:02

Interest in New Tactics and Avenues

15:35

Challenges in Marketing

18:02

Digital Marketing Audits

21:23

In-House vs. Agency Marketing

25:07

Confidence in Evaluating and Purchasing AI Technology

30:39

The Overwhelm of AI Technology

38:18

Conclusion and Future Research

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