SUMMARY

In this conversation, Brandon Edwards, CEO of Unlock Health, discusses the importance of mental health and healthcare marketing. He shares insights on his journey into healthcare, the mission of Unlock Health, and the integration of managed care with marketing strategies. Brandon emphasizes the need for authentic healthcare marketing in a post-truth era, where trust in institutions is waning. He highlights the significance of understanding market gaps and the importance of talent assessment in leadership. In this conversation, the speakers delve into the challenges and opportunities within the behavioral health sector, particularly focusing on the importance of brand building, the dynamics between payers and providers, and the impact of demographic shifts on insurance. They explore the current landscape of mental health care, the need for better marketing strategies, and the role of personal wellness practices in fostering optimism amidst challenges.

TAKEAWAYS

• Brandon expresses gratitude for his long-lasting marriage and supportive executive team.

•Unlock Health was formed to provide comprehensive marketing services to healthcare providers.

•Managed care is often overlooked but crucial for organizational growth in healthcare.

•Brandon’s entry into healthcare was accidental, stemming from a background in political campaigns.

•He emphasizes the importance of being a good judge of talent in leadership roles.

•Brandon believes in an abundance mindset and the importance of optimism in business.

•Authentic healthcare marketing is essential in a time of distrust towards institutions.

•Healthcare providers must adapt their messaging to reach diverse audiences effectively.

•Calculated failure is a part of learning and growth in healthcare marketing.

•The Coca-Cola effect illustrates the power of consistent messaging in marketing. Only 19% of behavioral health executives focus on brand building.

•63% of executives are unsure if they’re targeting the right audiences.

•79% of executives can’t measure ROI from their marketing efforts.

•Behavioral health marketing lags behind other healthcare sectors.

•The profit margin in behavioral health has historically been lower.

•Payers are becoming more aggressive with providers, reducing access to care.

•Demographic shifts are shrinking the commercially insured population.

•The increase in care denials is impacting provider revenue.

•Optimism can be found in the dedication of new therapists entering the field.

•Personal wellness practices, like yoga, can provide mental clarity and focus.

CHAPTERS

00:00 | Introduction and Gratitude

02:00 | Unlock Health: Mission and Services

06:16 | Managed Care and Marketing Integration

09:14 | Brandon’s Journey into Healthcare

12:36 | Leadership Philosophy and Talent Assessment

16:51 | Authentic Healthcare Marketing in the Post-Truth Era

25:06 | The Importance of Brand Building in Behavioral Health

29:32 | Challenges in Behavioral Health Marketing

30:15 | The Tension Between Payers and Providers

35:52 | Demographic Shifts and Insurance Dynamics

37:47 | Finding Optimism in a Challenging Landscape

48:16 | Personal Wellness Practices and Their Impact

KEYWORDS

mental health, healthcare marketing, Unlock Health, Brandon Edwards, managed care, leadership, authenticity, marketing strategy, healthcare providers, patient acquisition, behavioral health, brand building, marketing, healthcare, mental health, insurance, optimism, personal wellness, yoga, healthcare providers

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