In this episode, Rachel is joined by Adrienne Wilkerson, founder and CEO of Beacon Media and Marketing and author of Digital Marketing for Mental Health. Adrienne brings a deeply informed perspective shaped by her experience growing up in a therapy practice and working closely with behavioral health organizations. Together, they explore how the mental health landscape is rapidly evolving as private equity backed organizations, larger systems, and AI driven tools reshape how practices compete for visibility. Adrienne shares what makes marketing in mental health fundamentally different, emphasizing the importance of empathy, ethical responsibility, and true human connection when reaching individuals in vulnerable moments.

As the conversation continues, Rachel and Adrienne dig into the growing influence of AI in marketing and the broader mental health space. They unpack both the opportunities and risks, including the rise of AI generated content, the erosion of trust online, and concerning trends such as individuals turning to AI for support. Adrienne highlights the increasing difficulty of tracking marketing effectiveness, the return to less predictable attribution models, and the pressure this places on small practice owners. The episode closes with a forward looking perspective on how clinicians and organizations can adapt by staying grounded in authenticity, maintaining ethical standards, and prioritizing meaningful connection in an increasingly complex digital environment.

Inside the Consolidation Renaissance Across Digital Behavioral Health — Behavioral Health Business:
https://bhbusiness.com/2026/03/25/inside-the-consolidation-renaissance-across-digital-behavioral-health/

How AI Is Changing Online Marketing for Small Businesses — Forbes:
https://www.forbes.com/sites/nishacharya/2025/10/14/how-ai-is-changing-online-marketing-for-small-businlesses/

Ethical Principles of Psychologists and Code of Conduct — American Psychological Association:
https://www.apa.org/ethics/code/index

Beacon Media and Marketing: https://www.beaconmm.com/
Digital Marketing for Mental Health (Book): https://digitalmarketingbook.beaconmm.com/

Website: https://www.traumaspecialiststraining.com/mental-health-evolution-podcast
Instagram: /thementalhealthevolution/
LinkedIn: /the-mental-health-evolution
Facebook: /TheMentalHealthEvolution

Music Credit: Music by Zach Harrison

Episode Summary

In this solo episode, Rachel takes an honest look at where the 988 Suicide and Crisis Lifeline stands nearly three years after its July 2022 launch. She grounds listeners in how the system is structured, what changed in the transition from the old ten-digit lifeline number, and why that shift mattered more than it might seem. Drawing on recent data, Rachel walks through what is genuinely working, including dramatic growth in contact volume, faster answer times, and rising public awareness, while being equally clear-eyed about where the system is still falling short.

Rachel digs into the gaps that data is making harder to ignore: uneven awareness across racial and language groups, wide variation in in-state answer rates, inconsistent follow-up practices, and a funding patchwork that is not holding equally in every state. She also addresses the recent discontinuation of the specialized LGBTQ+ line and what that loss means for a population already at elevated risk. This episode is intentional groundwork for an upcoming conversation on virtual crisis teams, and Rachel closes with a direct message to clinicians and practice owners about the role they play in what comes after the call.

Resources Mentioned

• About 988 — The official overview of how 988 came to be, what changed in the transition from the National Suicide Prevention Lifeline, and how the current system is structured
• New Data Expose Critical Care Gaps in 988 Crisis Lifeline — Coverage of a 2025 JAMA Network Open study examining all 988 contacts since launch, including regional disparities and lower-than-expected usage in the South
• 988 Mental Health Crisis Line Evolves Nationally, States Seek Stable Funding — Covers recent developments including the rollout of georouting, the discontinuation of the LGBTQ+ specialized line, and how states are working toward more sustainable funding structures
• 988's Evolution: The Next Chapter in Crisis Care — Written by a founding leader of the National Suicide Prevention Lifeline, this piece focuses on the critical gap between the crisis call and what happens after

Connect with The Mental Health Evolution

• Website: https://www.traumaspecialiststraining.com/mental-health-evolution-podcast
• Instagram: /thementalhealthevolution/
• LinkedIn: /the-mental-health-evolution
• Facebook: /TheMentalHealthEvolution

Music Credit: Music by Zach Harrison