Why 2025 Is a Turning Point for Behavioral Health and Addiction Treatment Storytelling

A Public Relations Perspective

A decades-old stigma is finally losing its grip.

In conference halls packed with clinicians, policymakers, and business leaders, the 2025 BHB Value Conference and RX and Illicit Drug Summit revealed something bigger than policy updates or new research. They showed how the conversation around addiction and behavioral health is getting bolder, more relatable, and more connected to real-life impact.

From GLP-1 drugs being explored as anti-craving tools to the rise of recovery friendly workspaces to a new definition of success in recovery, topics long mired in misunderstanding were presented in a new light. The shift offers a roadmap for communicators who want to draw more attention to their life-saving work.

Here’s a look at what stood out, and what it means for communicators working in and around this healthcare sector.

Expanding Coverage Remains a Priority

Access to care continues to be a central issue. Despite years of advocacy, parity in behavioral health and SUD insurance coverage is still lagging. Conversations at both conferences showed the crucial need for expanded access to help more people get the support they need to be well.

For public relations professionals, that means continuing to share human interest stories illustrating the power of our clients’ work. Highlighting individuals and families whose lives have improved when barriers were removed makes policy conversations understandable and relatable while underscoring the urgency.

Brain Science and Medications Are Reshaping Treatment

One of the buzziest topics at RX Summit? GLP-1 medications and their potential to curb cravings.

Traditionally used for diabetes and weight management, GLP-1s are now being explored for their potential role in addiction recovery. Caron Treatment Center’s Chief Medical Officer Dr. Adam Scioli shared how GLP-1s may help curb cravings linked to withdrawal by targeting both brain and metabolic pathways — potentially stabilizing mood and enhancing early recovery outcomes.

Dr. Nora Volkow, Director of NIDA , echoed that sentiment, noting that with more research, GLP-1s could eventually become the first true polysubstance treatment, helping people reduce cravings across various addictions. The work being done in this area is being recognized nationwide. In fact, Gregory FCA’s media relations outreach and positioning on the potential of GLP-1s in addiction treatment, earned us a spot as a SABRE award finalist.

For communicators, translating this emerging science into understandable stories that communicate the medications’ value and possibility is key. Not a day goes by without a new application for these medicines featured in the media, and the landscape is ripe for storytelling, leveraging the sentiments Volkow shared about the promising data.

GLP-1s hold the potential to curtail the addiction crisis while destigmatizing it as a chronic brain disease, not a moral failing. We urgently need patients and clinicians who are bold enough to speak to this complex research and share how personal and urgent it is that we explore these medications.

Recovery-Friendly Workplaces Are Becoming the Norm

Addiction recovery doesn’t end with treatment, and increasingly, employers are stepping up to support that journey.

Recovery-friendly workplaces emerged as a major theme, reflecting a growing recognition that support at work plays a huge role in long-term success. As Kimberly McRoy, a Human Resources Director with Thermo-Kool put it during a panel discussion, “Every business has the ability and potential to change lives, if they are just willing to have the courage to talk about this openly, and listen to what their people need.”

Building that kind of culture matters. It not only helps people feel secure in seeking help without fear of losing their jobs, but also stabilizes workforces and strengthens company culture. Recovery-friendly policies are becoming part of how modern businesses address DEI, retention, and wellness initiatives.

Shifting the Focus from Abstinence to Brain Health

Another shift happening in real time is how success in addiction recovery is measured. As Kate Appleman of Caron noted, short-term abstinence has historically been the gold standard. But increasingly, the industry is thinking bigger — and longer-term. “The better we are at measuring brain health and implementing evidence-based approaches to improve it, the more we can support lasting engagement and lower relapse rates,” Appleman shared.

For communicators, this signals a narrative shift. Conversations and campaigns emphasizing holistic, brain-focused recovery — rather than sobriety milestones — will better reflect where the field is headed.

The PR Opportunity

From insurance access and scientific advances to workplace culture and long-term brain health, the conversations around behavioral health and SUD are becoming more complex and urgent.

For public relations and communications pros, this creates plenty of openings to highlight personal stories, elevating expert voices, and reframing recovery in fresh ways. There’s a powerful opportunity to shape how these issues are understood by media, policymakers, and the public. By staying ahead of these trends, PR practitioners can ensure their organizations and clients are at the forefront of meaningful change.

Does the media market understand why the work you’re doing is worthy of following? If you’re looking for ways to organically promote your efforts, let’s talk. We can coordinate your media strategy with trends and topics happening now — and forecast where they’re heading — building brand awareness and thought leadership where your desired audience will find it.