July 06, 2025

Summary:

In this episode of Center Stage, we sit down with Kelly, a seasoned outreach professional with two decades of experience in behavioral health. From the personal loss that sparked his career to the deep, trust-based relationships he's built across the industry, Kelly offers powerful insights for anyone working in business development.

Key Takeaways:

1. Start with Purpose - Kelly entered the field after losing a close friend to a cocaine overdose and witnessing addiction's toll on his own family. His advice: Start with a personal mission - it sustains you through the challenges of this work.

   
   

2. Relationships are the currency of Outreach - Whether it’s educational consultants, therapists, or discharge planners, trust is everything. Kelly emphasizes treating everyone with respect.

   
   

3. Five touchpoints rule - Kelly follows a proven system:

   • 5 calls

   • 5 emails

   • 5 texts

   • 5 follow-ups per lead

   It’s not spam - it’s strategy. Repetition builds recall, and recall drives referrals in crisis situations.

   
   

4. Use data to reconnect - One of the first things Kelly does in a new role is review referral data - who used to send clients and who dropped off? Reach out, rebuild trust, and reintroduce your services.

   
   

5. Know your differentiators - When speaking with other programs or referral sources:

   • Be clear about levels of care

   • Know which insurances you take

   • Highlight any unique modalities (e.g., DBT, EMDR, long-term care)

   Especially when in-network status changes, communicate clearly and consistently.

   
   

6. Adapt or get left behind - Outreach today isn’t what it was 10 years ago - or even 10 months ago. Kelly stresses the importance of staying flexible: “What worked at your last facility might not work here.”

   
   

7. Embrace AI and technology - Kelly predicts that AI will give BD reps “lethal” efficiency - automating follow-ups, tracking touchpoints, and helping treatment centers scale relationships without losing the human touch.

   “The reps who pair relationship-building with AI will dominate.”

   
   

8. Match message to audience -

   Hospitals want insurance info and fast answers.

   Clinicians and consultants want to know your philosophy, team, and track record.

   Families need to feel heard and empowered in the decision-making process.

   Tailor your communication accordingly.

   
   

9. Stay consistent, stay Human - Whether you’re doing hospital rounds or cold outreach, consistency builds familiarity. Show up at the same time. Build rapport. Offer help even when there’s no immediate benefit.

   
   

10. Avoid burnout - Outreach is emotionally heavy. Kelly reminds us: take breaks, stay grounded, and recharge. You can’t pour from an empty cup.

    
    

Final Word

Outreach isn’t just sales. It’s service. It’s about getting people to a place where they can heal even if it’s not with you.