The Challenge:
HealthBright operates in a highly competitive landscape
where maintaining visibility and trust is essential. As demand for telehealth
grows, the challenge is to engage a diverse demographic, ranging from regional
Australians to corporate HR leaders and healthcare practitioners. To build
credibility for its sub-brands Online Psychologists Australia, Someone.health,
and Call to Mind, the organisation requires a cohesive communications strategy
that balances clinical authority with relatable storytelling.
The Strategy
The strategy centres on a monthly, brief-driven program that
integrates earned, owned, and social media for continuous market visibility. We
align messaging with key health awareness moments, allowing HealthBright’s
experts to offer timely commentary. Media outreach combines data-driven
narratives, executive commentary and lived-experience case studies to secure
cut-through, while social media channels reinforce these campaigns and drive
traffic to free online resources.
The Execution
Execution bridges proactive media relations with active
content creation. We tailor campaigns across print, digital and broadcast
channels, utilising insights from senior leadership and clinical psychologists
to drive emotional connection. Following an initial multi-brand social media
audit, the team creates educational content tailored for Instagram, LinkedIn and
Facebook to foster audience growth and platform cross-traffic.
The Outcome
Since January 2024, the retained program has secured 1,891
pieces of media coverage, reaching an estimated audience of 84 million+ with an
Advertising Value Equivalent (AVE) exceeding $2.5 million.
This sustained approach has cemented HealthBright as a
leading voice in accessible mental health. Key coverage includes:
- Consumer
& National: The Morning Show, Weekend Today, Herald Sun, Marie
Claire, Body+Soul, News Corp, Elle Australia, MiNDFOOD, AAP, and WHO.
- B2B
& Trade: The CEO Magazine, Hospital and Healthcare, Human Resources
Director, Ausbiz, and Inside Small Business.