Mental health is just as important as physical health. This idea brought Hedepy and DIVINO together in 2023. Despite the increasing discussion around mental health, people still hesitate to visit a therapist.
It’s OK not to be OK
Since June of last year, we have been working together to assure people that it’s OK not to be OK, through influencers and media – online, in print, on television, and on radio. We highlight the problems people face in their lives that can affect their mental health. We encourage them not to be afraid to talk about their problems with a professional. After all, we live much better in a healthy society.
Objective
The objective of PR communication is to encourage people to seek therapy and to show them that online therapy can also be effective. Hedepy is a platform with certified therapists, so it is essential to position them as experts in the public eye through media and influencers, particularly through their own therapists with verified education and training.
Who is our target audience?
The primary target group consists of women aged 29 to 49, which influences the topics communicated and the selection of media and influencers.
Raising awareness about mental health and therapies
The strategy is based on regular communication primarily targeting women’s and health media. The selection of communicated topics is tailored to the target group – women – and is also subject to attractiveness, which is key to spontaneous publicity. Therapists’ statements in PR releases provide relevant data for both media and readers, which subsequently leads to media re-engaging Hedepy experts on other mental health-related topics.
Implementation
Intensive PR communication for the online therapeutic platform Hedepy began in Slovakia in June 2023, with regular communication and offering topics to the media, the number of spontaneous outputs in the form of editorial articles has gradually increased each month.
- We select attractive topics that have the potential for spontaneous dissemination and are tailored to the target group, as well as to the client’s communication on social media, thereby completing the integrity of Hedepy’s marketing strategy.
- We prepare questions for therapists on the selected topic.
- Subsequently, we process the topic with statements from therapists and disseminate it to a customized media list prepared for the client.
- We cover complete communication with influencers, from initial outreach, through briefing, publication date, to statistics of published posts.
- We regularly monitor and evaluate the success of media outputs and influencers.
- We facilitate further interest from journalists in statements from Hedepy experts for media outputs.
Mental health was widely discussed in 2023
- Hedepy achieved 89 spontaneous media mentions, including 75 online mentions, 11 print mentions, and 1 radio mention.
- The media outputs for the six-month collaboration were valued at €86,530.28, and the total reach (RU) climbed to 13,798,170.
- Thanks to active PR communication, Hedepy was found by 84% more people in search engines compared to the previous six months.
- Compared to competitors, who were mentioned in the media 36 times during the same period, Hedepy achieved 53 more media mentions.
- 8 influencers focused on mental health in their posts and stories.
