The Beacon Way
Welcome to The Beacon Way Podcast, your guide to Inspiring Leaders + Elevating Businesses. Hosted by Adrienne Wilkerson, a founder and the CEO of Beacon Media + Marketing, this podcast is designed for small and medium-sized business owners ready for growth. Each week, we share real-time insights, actionable tips, and powerful stories from a diverse range of industry professionals. With a conversational and educational tone, Adrienne dives deep into the challenges we face every day, tackling tough topics to foster genuine connection and improvement. Whether you're navigating team dynamics, scaling operations, or seeking fresh strategies, join us for honest conversations that will encourage and equip you on your entrepreneurial journey. New episodes drop every Thursday. Hit subscribe and follow along!
The Beacon Way
Measuring VOI in Marketing
Most organizations focus on ROI—but what about VOI?
In this episode, CRO Ken Okonek breaks down the concept of VOI (Value on Investment) and why it’s essential for behavioral health organizations and mission-driven businesses to understand it.
While ROI tracks dollars in vs. dollars out, VOI looks at the real-world impact of your marketing: community trust, patient engagement, reputation, and long-term outcomes. If your marketing efforts are about more than just revenue, this episode is for you.
To learn more about measuring your VOI, check out our blog: https://www.beaconmm.com/2025/09/09/measuring-voi-in-behavioral-health-marketing-a-guide/