In the competitive landscape of behavioral health, building meaningful connections is paramount. While digital marketing has its place, the power of in-person and strategic virtual events remains unmatched for fostering genuine relationships that can lead to referrals, build brand loyalty, and ultimately, fill beds.
But how do you move beyond simple meet-and-greets to create events with a real return on investment? To explore this, we sat down with a true "Event Queen," Renee Baribeau, the innovative Event Director for Montare Behavioral Health and Renewal Health Group.
With a rich history of orchestrating everything from intimate alumni beach parties to high-impact national conferences, Renee has mastered the art of creating soulful gatherings that build community and drive business growth. This article, based on our recent podcast episode, delves into her expert insights on transforming your event strategy from a cost center into a powerful marketing engine.
If you're looking for the single most effective and financially rewarding place to start your event journey, look no further than your alumni. Renee emphasizes that an alumni program is not just a feel-good initiative; it's a strategic imperative for any addiction treatment or behavioral healthcare program.
The core principle is simple: connection and community are fundamental to sustained recovery.
“I started in the treatment industry as an alumni coordinator," Renee shared. "An alumni program with events is probably one of the most easy-to-do and most financially rewarding events you could start with.”
Why are they so powerful? An active alumni network creates a virtuous cycle. When former clients stay connected to your facility, they become living proof of your program's success. They are your most authentic and powerful brand ambassadors.
A well-run alumni event fosters a supportive environment where individuals can celebrate milestones, find encouragement, and strengthen their recovery journey. This loyalty often translates directly into referrals.
Renee recounted her experience at Foundations Recovery Network, where the alumni program was a referral powerhouse.
“In any given month, we'd get 30 alumni referrals back into treatment," she revealed.
This wasn't because the goal was to capitalize on relapse, but because they had built unwavering brand loyalty.
When alumni stumbled, or knew someone who needed help, their first call was to the place that had provided them with support and community long after their initial stay.
Lunch meetings are a staple in the behavioral health industry, but they can easily become costly social hours with little to show for it. The key is to be strategic. As a former Business Development Director, Renee stresses the importance of post-event action.
“It would be like, okay, who did you meet? How are you gonna follow up with them? And what came from this lunch? Not just, 'gee, I had a great taco salad.'"
The purpose of these events is to build meaningful relationships that lead to referrals. This requires a focused approach both during and after the event. Rather than trying to meet everyone, identify a few key individuals who align with your program's offerings.
A successful strategy Renee is currently employing involves a two-tiered approach: an exclusive lunch and tour for a select group of high-value contacts, followed by a larger open house for the broader community. This allows for both deep, focused networking and wider brand exposure.
Continuing Education (CE) events are a powerful tool for positioning your facility as a clinical leader.
By offering valuable training to therapists, social workers, and other licensed professionals, you not only provide a needed service but also build a high-quality email list of potential referents. These events allow you to showcase the expertise of your own clinical team—your doctors and therapists—establishing your program as a trusted authority in the field.
Renee notes that while these events aren't cheap (often costing around $1,000 to pull off with a provider like CE Go), the ROI can be significant.
A well-executed CE event on a relevant topic, like the one she hosted on Ketamine treatment, can attract hundreds of professionals eager to learn. This establishes top-of-mind awareness.
When an attendee of your CE event encounters a client who needs a higher level of care, your facility is more likely to be the one they call. According to a study in the New England Journal of Medicine, ongoing education is critical for healthcare professionals to stay abreast of the latest treatments and maintain high standards of care.
Hosting a large-scale, national conference can put your organization on the map in a major way. It can establish your brand as a national leader and create unparalleled networking opportunities.
However, Renee offers a strong word of caution: this is not a strategy for the faint of heart or the lightly funded. Conferences are a massive undertaking and a long-term investment.
“A hotel's gonna get their hundred thousand dollars or more," she states plainly. "You have to be really, really well-funded for that kind of a thing.”
It's unlikely to break even in the first year, and it requires a dedicated team for marketing, sales, and logistics.
For those considering this path, Renee suggests starting smaller with a one-day regional event. This allows you to build a reputation and test the waters before committing to a multi-day national conference.
Not every event needs a massive budget. Some of the most effective strategies are creative, low-cost, and focused on genuine connection.
An "event" can be as simple as visiting a therapist's office and bringing a branded cookie. In an age of endless Zoom calls, the simple act of showing up in person can make a huge impact.
Renee champions the idea of empowering your entire staff to be marketers. Internal employee events can boost morale and create a sense of shared purpose, turning every team member into a passionate advocate for your brand.
Other creative, low-cost ideas include:
The Substance Abuse and Mental Health Services Administration (SAMHSA) often highlights the importance of community-based support systems in recovery, and these smaller events can be a great way to build them.
Executing a successful event strategy in the 21st century requires the right technology. Renee shared her go-to platforms that make hosting, promoting, and following up on events easier and more effective.
Even the best-laid plans can go awry. Renee’s years of experience have taught her how to sidestep common event-planning mistakes.
“I think the biggest mistake people make is just thinking because everybody's there that it's a useful event.”
A room full of people doesn't equal success. A successful event is one where the *right* people are in the room and you make meaningful connections.
It’s better to have three quality conversations that lead to business than to collect 100 business cards from people who aren't a good fit.
For individuals seeking help, finding the right program is crucial. Our directory of rehabs can be a valuable resource for your clients.
Events are more than just parties; they are a strategic function of a healthy behavioral health organization. They build community, foster human connection, and drive tangible business results.
By implementing the strategies shared by Renee Baribeau, you can transform your events from a simple line item in your budget into a cornerstone of your marketing and business development efforts.