AI, Patient Trust & the Future of Treatment Marketing: 11+ Insights Reshaping Behavioral Health Acquisition

The substance use disorder (SUD) and behavioral health industries are undergoing one of the most profound shifts in their history. At the TCIV West Conference, leaders from across patient acquisition, technology, and treatment operations gathered to discuss what’s changing—and what’s next.

Their central message was unmistakable: Artificial Intelligence (AI), trust-building, and outcomes transparency are now the defining forces shaping how patients discover, evaluate, and enter treatment programs.

Across the panel, one theme repeated itself: the era of relying solely on keyword-based SEO or paid search is ending.

Patient acquisition is no longer about getting clicks—it’s about earning trust, demonstrating value, and integrating AI tools ethically throughout the admissions journey.

Below is a comprehensive breakdown of the most important insights shared during the panel.

1. The Marketing Landscape Has Shifted from Search Terms to Trust Signals

Wade Muhlhauser, CEO at Plugged in Recovery, opened the conversation by highlighting a dramatic change in consumer behavior. In the past, families and individuals searching for treatment might type general terms like “rehab near me.”

Today, they search with greater intention and skepticism, and they want real evidence that a program works.

According to Wade, patients now want to know who is behind the program and whether the outcomes are real:

“People these days really aren't looking up just generalized search terms, but kind of looking at who is at this facility and what kind of outcomes do they produce.”

This shift mirrors broader consumer behavior in healthcare: patients want transparency, proof of expertise, and real human connection—not generic messaging or vague promises.

Key trust-building assets now matter more than ever:

• Videos showing the care team and environment
• Authentic social media posts from leaders and staff
• Easily accessible outcome data
• Human-centered storytelling about recovery

Patients are choosing with their hearts as much as their search bars.

2. SEO Is Now AIO: Content Must Be Optimized for Machines First, Humans Second

Dan Gemp, Managing Director at Unlock Health, brought a clear and blunt perspective on where SEO is headed. He described a world where AI models sit between the patient and the search engine, interpreting and prioritizing content.

Dan put it plainly:

“AI can do your job better than you can do it… SEO is AIO.”

His point wasn't that marketers are obsolete—but that the rules of the digital ecosystem have fundamentally changed.

AI-first optimization (AIO) now requires:

• Deeply authoritative, accurate content
• Writing for how AI interprets context and credibility
• Structured metadata and validated authorship
• Omnichannel content that reinforces brand trust

Content must now be created with the understanding that AI—not humans—is the first reader, interpreter, and distributor.

3. Omni-Channel Marketing Is No Longer Optional—It's Foundational

Cliff McDonald, Chief Growth Officer at Recovery.com, shared insights drawn from our position as one of the largest behavioral health marketplaces, now serving over one million visitors every month. With this vantage point, we see firsthand how patients move across different channels.

Cliff emphasized that organizations cannot depend on any single source of admissions:

“People will find treatment in many different ways, and that’s not going to change.”

Effective omni-channel strategies include:

• SEO and AIO-optimized content
• Business development and referral relationships
• Strong alumni support systems
• Digital campaigns and mixed media
• A presence on trusted marketplaces like ours

The winning approach is diversification—not dependence.

4. AI Voice Agents Are Rapidly Becoming Standard for Admissions Triage

While AI’s role in content and marketing often gets most of the attention, its impact on operational efficiency and admissions workflows may be even more transformative.

Humberto Buniotto, CEO of Opus, explained that treatment providers increasingly want tools that ensure they never miss a call, especially outside business hours.

As he noted:

“We put a lot of emphasis on creating voice agents that can take those calls… whether they work as the primary first line of defense or as an overflow agent.”

AI voice agents can:

• Capture calls 24/7
• Collect and structure caller information
• Push data directly into CRMs
• Reduce the rate of missed opportunities
• Improve consistency of scripted interactions

However, Humberto also reinforced ethical best practices—including mandatory disclosure that callers are speaking with AI and ensuring a human delivers sensitive clinical decisions.

5. Chatbots and Automated Intake Tools Reduce Repetitive Work

Beyond voice AI, chatbots are being deployed on websites and within CRMs to handle repetitive tasks that humans don’t enjoy and don’t perform as efficiently.

These tools help:

• Answer common FAQs
• Walk patients or families through pre-intake forms
• Capture required intake information
• Direct users toward the right resources or next steps

This frees admissions teams to focus their energy where it matters most: genuine human interaction.

As Humberto emphasized:

“It can’t replace the empathy part… that’s where having a human in the loop is important.”

6. AI Should Handle Data—Humans Should Handle Empathy

Wade drew a clear boundary line between what AI should do and what humans must do in patient acquisition. At Plugged in Recovery, the focus is on combining automation and compassion effectively.

For Wade, AI excels at:

• Administrative tasks and documentation
• Analytics and reporting
• Outcome tracking
• Automating repetitive, low-value work

But human clinicians and admissions staff remain essential for triage, crisis response, and connection:

“Let the humans do what they do best… be empathetic, compassionate, get someone through the triage experience that they’re facing, and let AI do the record.”

The future is not AI replacing humans—it’s AI enabling humans to show up where they matter most.

7. Google Ads Still Matter, but AI Is Changing How They Work

Dan reminded the audience that despite emerging channels, Google’s dominance will continue, especially in paid search.

However, he outlined several major shifts:

• AI-driven dynamic bidding that adjusts budgets throughout the day
• Performance Max campaigns replacing many traditional campaign structures
• Multimedia ad creation powered by AI, including video
• Sponsored content embedded in zero-click results and AI-driven experiences

Dan warned that PPC remains powerful but potentially dangerous without expertise, given the auction model and rapid AI-driven changes.

Providers are wise to ensure they have specialized guidance—not a “set it and forget it” mentality—when it comes to Google Ads.

8. Directories Are Outdated—Marketplaces and Transparency Are In

Cliff explained that the era of simple directories is over. For years, directories acted as opaque funnels that often misled vulnerable consumers. Today, people seek transparency, detail, and trustworthiness.

At Recovery.com, our approach is fundamentally different. We aim to be:

• A transparent, neutral marketplace
• A comprehensive resource for addiction and mental health care
• A platform with validated information and no hidden interests
• A place where providers have rich profiles, not just listings

Cliff described this as playing the “infinite game”—a long-term commitment to building a trusted, patient-centric ecosystem.

9. Business Development Must Prioritize Meaningful, Trust-Based Relationships

The conversation turned to business development (BD), which has traditionally relied heavily on superficial networking. Wade highlighted how outdated this approach has become.

He shared:

“I am not about paying business development reps to go have coffee with other business development reps… You can buy attention anywhere, but you cannot buy trust.”

Modern BD requires:

• Clinical-to-clinical depth and dialogue
• Intentional, high-fit partnerships
• Understanding the populations and specialties of referral partners
• Transparent, mutually beneficial collaboration

The future of BD is quality over quantity—real relationships over empty touchpoints.

10. Storytelling and Content Creation Are Now Core Admissions Tools

Cliff spoke about how Recovery.com transformed its own marketing over the past two years. When we rebranded from RehabPath, we had no marketing department. Today, we have a 17-person team focused on storytelling, creativity, and educational content.

Cliff sees storytelling as central to trust-building:

“Humans don’t like organizations… but people love the hero’s journey.”

Our rapid growth across platforms like:

• TikTok
• Instagram
• YouTube
• Podcasts

reinforces that:

• People trust people
• Stories inspire action
• Content builds brand equity
• Consistency compounds over time

This is not something only large organizations can do. Even small providers can build meaningful visibility through authentic, ongoing storytelling.

11. Alumni Testimonials Must Be Ethical, Authentic, and Never Exploitative

The panel closed with a thoughtful discussion about alumni testimonials.

Wade voiced support for honest testimonials that reflect real lived experience:

“I do want them to give an honest, truthful experience of what they have been through.”

Cliff added that alumni referrals can be a significant admissions source—and when done well, they cost nothing and build immense trust.

But boundaries matter. All panelists agreed:

• Full names and faces can be exploitive in many situations
• Forced or scripted testimonials are unethical
• AI-generated or fake testimonials are strictly unacceptable

Dan emphasized this clearly:

“Do not create fake AI avatar testimonials. It will hurt you.”

Ethical guidelines call for:

• Voluntary participation
• Respecting privacy
• Protecting dignity
• Treating alumni as community, not as marketing assets.