Leading thinking on mental health
A powerful content marketing campaign for a global health consultancy resulted in extensive media coverage, driving new prospects to engage with it and raising its profile for its ability to lead thinking on mental health
THE BRIEF
As one of the founding sponsors of a major health survey, our client was keen to interpret the latest research findings and produce a powerful point of view (POV) on the implications for employers.
Benicate was invited to work one of its thought-leaders to drill down into why existing approaches to tacking the mental health crisis were failing to deliver. The research analysis and opinion articles generated were to be reused in content marketing and media activities.
THE SOLUTION
Benicate interviewed the thought leader to translate his thinking on the research findings into powerful messages about what needed to change going forward.
The resulting report was ground-breaking in its recognition of why tactical approaches to the mental health crisis, such as one-off wellbeing seminars or lunchtime yoga, were failing to deliver.
It put forward a new model for a much more strategic approach and the importance of treating people as joined-up human beings, instead of constantly attempting to address physical and mental health issues in isolation.
THE RESULTS
Content from the report was translated into an online article and newsletter, to encourage existing customers to register for a webinar, which hundreds of participants signed-up for. The report was then sent to everyone as a follow-up to sustain interest in the topic.
Headlines from the report were used to create social media banners to encourage prospects to download the report and four press articles placed in the national and HR press to share thinking from the report with various audiences.
As three of the articles appeared online, links back to the report were embedded in the articles, which encouraged many large employers to register their details to access the full report. Resulting in a significant number of new business leads.
“Benicate’s strategic yet creative approach is a breath of fresh air. The powerful content marketing and media relations activity is changing debate about health at work, helping us to stand out as the thought-leader for our industry.”
Partner, Global Health Consultancy