Episode 74: Marketing Recovery With Impact

In this episode of Marketing Moves, we sat down with Montana Banner, Director of Project Management and Communications at Thrive Peer Recovery Services. Montana shares Thrive’s inspiring origin story and its mission to support individuals through all stages of recovery, from ER visits to incarceration. She discusses the power of lived experience in building trust, the importance of peer-led programs like Survive to Thrive, and how Thrive addresses underserved populations—including survivors of human trafficking and isolated older adults. With a focus on grassroots outreach and workforce development, Montana offers a powerful perspective on what it means to market hope, healing, and human connection.

In need of peer recovery support? Call 1-877-636-3777 or refer at https://thrivepeersupport.com/referrals/.

To reach the Cuyahoga County Mental Health Warmline, call 440-886-5950.

Marketing for mental health and substance use recovery differs significantly from promoting typical products or services. It's not about selling a quick fix; it's about offering support, hope, and a path toward lasting well-being. Montana highlighted the critical need to avoid sensationalism or exploiting vulnerable individuals. Instead, the focus should be on creating a safe and supportive environment where people feel comfortable seeking help.

Authenticity is the cornerstone of any successful marketing strategy in the recovery space. People can easily detect insincerity, especially when dealing with sensitive issues. Thrive Peer Recovery Services prioritizes sharing real stories from individuals who have experienced recovery firsthand. These stories, shared through blog posts, social media, and video testimonials, resonate deeply with their audience.

Montana emphasized the importance of empowering individuals to share their own narratives. By giving a voice to those who have walked the path of recovery, Thrive Peer Recovery Services builds credibility and fosters a sense of hope.

Peer support is a fundamental element of the recovery process. Connecting with others who understand their struggles can be incredibly empowering for individuals seeking help. Thrive Peer Recovery Services leverages digital marketing to facilitate these connections. They use social media groups, online forums, and virtual events to create a virtual community where people can share their experiences, offer encouragement, and find support.

Montana explained how they carefully moderate their online communities to ensure a safe and supportive environment. They have clear guidelines for respectful communication and actively address any instances of negativity or harmful behavior.

Content marketing plays a crucial role in Thrive Peer Recovery Services' digital marketing strategy. They create valuable resources, such as blog posts, articles, and guides, that address common questions and concerns related to mental health and substance use recovery. This content is designed to educate, inform, and empower individuals to take control of their well-being.

Montana stressed the importance of creating content that is accessible and easy to understand. They avoid using jargon or technical terms that might alienate their audience. Instead, they focus on providing practical advice and actionable steps that people can implement in their own lives.

Social media can be a powerful tool for reaching individuals in need of support. Thrive Peer Recovery Services uses social media platforms to share inspiring stories, promote upcoming events, and connect with their audience. However, they are mindful of the potential risks associated with social media, such as privacy concerns and the spread of misinformation.

Montana shared how they use social media analytics to track the performance of their content and identify what resonates most with their audience. This data helps them refine their digital marketing strategy and ensure that they are reaching the right people with the right message.

While traditional marketing metrics, such as website traffic and social media engagement, are important, Thrive Peer Recovery Services also focuses on measuring the impact of their work in more meaningful ways. They track the number of people who access their services, participate in their programs, and report improvements in their well-being.

Montana emphasized the importance of qualitative data, such as testimonials and feedback from individuals who have benefited from their services. These stories provide valuable insights into the real-world impact of their digital marketing efforts.

Marketing in the mental health and substance use recovery space presents unique challenges. Stigma, privacy concerns, and limited resources can all hinder efforts to reach individuals in need of support. Thrive Peer Recovery Services has overcome these challenges by prioritizing transparency, building strong relationships with community partners, and leveraging technology to expand their reach.

Montana highlighted the importance of advocating for policy changes that support access to mental health and substance use recovery services. By working with policymakers and other stakeholders, they are helping to create a more supportive and equitable system of care.

Thrive Peer Recovery Services' success demonstrates the power of digital marketing to build trust, foster community, and make a real difference in the lives of those seeking recovery. By prioritizing authenticity, empathy, and community engagement, organizations can overcome the challenges of marketing in this sensitive space and reach individuals in need of support.

You should now understand the importance of authenticity, community building, and purpose-driven content when marketing in the mental health and substance use recovery space. By focusing on these key principles, you can create a digital marketing strategy that resonates with your audience and helps you achieve your mission.