Marketing

Whether it was my personal participation or a team effort (internally or with an agency), the marketing department was responsible for the overall success of our branding and online presence. Working in behavioral healthcare at Foundations Recovery Network, Meadows Behavioral Healthcare, and Odyssey Behavioral Healthcare, facility websites and collateral were crucial to educate the public about their expert offerings, showcase the facility and staff, provide clear contact information, and to evoke professionalism and a place of trust.

TEAM RESPONSIBILITIES

“For me, leading a department doesn’t mean that I’m only overseeing, managing and problem-solving. Although that’s definitely part of the job, I take a hands-on approach and am actively involved in brainstorming, creating and delivering, too.”

Website updates
Website content
Social media
Videos
Graphic design
Press releases
Podcasts
Paid search
Reporting

Email marketing
Virtual tours
Photography
Website security & hosting
Recruiting support
SEO
Print materials and flyers
Logo design

1999

Gaylord Entertainment

2003

PassAlong Networks

2008

Foundations Recovery Network

2019

Meadows Behavioral Healthcare

2024

Odyssey Behavioral Healthcare

FACILITY WEBSITE MARKETING

In my tenure within behavioral healthcare, the marketing team took on the task of revamping, optimizing, and elevating the websites of each facility. Given the constant evolution of web design and the imperative for a superior user experience on both desktop and mobile platforms, the routine upkeep and vigilant monitoring became integral aspects of our day-to-day operations.

Team Project Contributions:

Content creation
Team bios
SEO/Site Architecture
Videos
Photography
Website security & hosting
Graphics
Social media & local listings
Virtual tour (if applicable)
Template design (via agency)
Analytics

PAID SEARCH

Running paid search ads in behavioral healthcare has been crucial to my marketing success and, more importantly, to connecting people with the help they need. To advertise drug and alcohol treatment, I’ve had to maintain Legitscript Certification, a thorough process that happens annually. Throughout my career, I’ve either worked with partner agencies or an in-house teams to manage substantial budgets, always focused on the same core goals: reaching more people who need treatment while making every dollar count.

Organic SEARCH and AI

Balancing paid search with organic search has always been essential for building brand awareness, establishing authority, and earning trust with our audience. But the landscape is shifting. With AI changing how people find information, I’ve had to evolve my approach to SEO beyond traditional Google rankings. Now it’s about creating the right signals so our content shows up in AI Overviews as well as in LLMs like ChatGPT, Claude, and Perplexity, where more people are turning for answers.

CALL TRACKING

Call performance is one of the most important metrics I track. Using platforms like Invoca and CallRail, I’ve been able to dive into analytics, call transcripts, and unique tracking numbers to evaluate call quality and understand what’s actually driving conversions. It’s crucial to see how seasons, specific campaigns, and different marketing channels affect call volume. Those insights are key to optimizing performance and making sure we’re reaching people at the right moments with the right message.

Facility Photography Samples

During each marketing trip where we gathered video, content, and photo assets, I particularly enjoyed capturing facility photography of the campus, amenities, and staff, as it was a passion of mine. Below are some of my photo samples:

Headshot Samples

Jennifer Angier - Cherie Carter Photography

Social media

Social media has been a powerful tool for connecting with both professional networks and the people we serve. I’ve found that creating a cohesive brand style guide is essential for maintaining consistency across platforms, while using authentic photos and video, not stock imagery, helps build real engagement. Video especially has the power to bring stories to life in ways static images can’t. When posts genuinely reflect our values and culture through honest storytelling and real faces, we don’t just build brand awareness.

VIDEO

Throughout my career, I’ve collaborated with in-house video and creative teams to produce content ranging from animated educational pieces to facility tours and staff spotlights. Embedded videos create conversion opportunities on-site and drive significantly higher engagement on social media. Whether it’s a behind-the-scenes look at treatment or an educational piece about recovery, video consistently connects with people on an emotional level and helps them take the next step.

PODCASTS

One distinctive project from Meadows Behavioral Healthcare’s marketing department was our two podcasts — Beyond Theory and Recovery Replay. These were designed to facilitate cross-promotion across facilities, showcase clinical expertise, raise awareness about industry trends and resources, and foster connections within the recovery community. My team repurposed video and audio snippets from each episode across social media, email campaigns, and content channels, turning each conversation into weeks of strategic touchpoints.