AT A GLANCE

Timing // July 2023 – December 2023

Scope // Three stories per month

Targets // Top tier print and digital, television, metro radio

Media Items // 997 items of coverage

Audience Impressions // 67 million

Highlights // The Project, Channel 7 Sydney, The Australian Women’s Weekly, Daily Mail, Courier Mail, Australian Health Journal, The CEO Magazine, 2GB, 3AW

RETAINER AIMS

MediaCast works with Sana Health Group on a retained basis to drive awareness of the Sana Health Group brands and their programs.

Aiming to position the Sana Group as the go-to solution to help people rediscover the fullness of life, campaigns focus heavily on educating consumers on the support available for individuals struggling with dependencies, addiction and mental health issues.

Key demographics for the brands under Sana Health Group include national audiences, public figures, athletes, professionals, veterans and NDIS individuals, while the overall Sana Health Group brand targets B2B and industry publications.

STRATEGY

With three brands under the Sana Health Group umbrella, as well as the Sana Health Group brand itself, stories rotate each month to bring a focus to each of the Sana Health Group, The Banyans, Byron Private and Palladium Private brands.

By conducting consumer research at the commencement of the retainer, we uncovered key insights into the attitudes, behaviours and beliefs of Australians, and used this data to inform stories across the retainer.

Aligning stories with key time hooks such as Stress Awareness Week and International Overdose Awareness Day, we leverage the most significant data insights to develop media releases and pitches targeting key publications to reach our desired demographics.

Utilising the wide pool of available expert talent, including psychologists, nutritionists, counsellors, and business professionals, we pitch live interview availability, editorials and opinion editorials to targeted contacts across top tier television, print, digital and radio outlets.

We also monitor current affairs and world events and leverage the talent available as expert voices for comment across any reactive opportunities that arise.

CAMPAIGNS

Spring Racing Season

Utilising the consumer research conducted, we crafted a release and commenced pitching in line with the Melbourne Cup, highlighting the addictive nature of gambling alongside the ongoing spring racing season.

Utilising Psychologist and General Manager of Byron Private, Jenny McGee, with her clinical background and experience alongside Sana Health Group’s CEO Ruth Limkin, we highlighted the psychological framework underpinning gambling addiction and the root causes, and used this to emphasise the need for treatment and education.

Targeting a wider, national audience amidst the popularity of racing season, our total 85 items of coverage from this story were comprised primarily of radio outlets, including 2GB, 3AW and SBS Radio, as well as television outlet Sky News Australia.

 CEO EOY Stress Management

This campaign targeted professionals, C-suite and business executives by drawing a comparison of the normally relaxing holiday break to the anxiety ‘switching off’ may cause senior professionals.

Leveraging the Christmas time hook alongside the release of key data from our consumer research, we targeted B2B print and digital publications, as well metropolitan mastheads to target key public figures, professionals and national audience demographics.

Highlighting Sana Health Group CEO Ruth Limkin’s experience in the field alongside her lived experience as a senior professional, we secured an opinion-editorial with one of the client’s target publications, The CEO Magazine, as well as further comments in articles with the Sunday Telegraph and Courier Mail.

Vaping Reactive

Upon seeing breaking news of government reforms on vaping laws first thing in the morning, we jumped into action to make use of the shifting news agenda.

From our extended work with The Banyans, we knew our talent would be ready and willing to provide comment on the developing narrative. We pitched psychologists and healthcare providers as experts available to comment on the new changes, how it would combat youth addiction, and the extenuating circumstances surrounding vape dependencies.

With our quick reaction to the news breaking, we secured a total of 25 items of coverage in one day, including television coverage with The Project, WIN News Cairns and Sky News Australia, as well as ABC Gold Coast, 2GB and Triple M Gold Coast!