The Challenge
MediaCast worked with Sana Health Group on a retained basis for 5 years 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.
The 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 leveraged 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 pitched live interview availability, editorials and opinion editorials to targeted contacts across top tier television, print, digital and radio outlets.
We also monitored current affairs and world events and leverage the talent available as expert voices for comment across any reactive opportunities that arise.
The Execution
The campaign was delivered through a targeted, insight-led national media strategy, anchored by proprietary consumer research and timely news hooks aligned to key cultural and media moments.
We developed a series of compelling media angles that translated complex behavioural health insights into accessible, newsworthy stories, supported by a consistent stream of proactive outreach across broadcast, print and online channels. This approach ensured relevance across both B2C and B2B audiences, from the general public through to senior professionals and decision-makers.
Central to execution was the strategic positioning of credible spokespeople, including clinical experts and senior leadership, as authoritative voices on addiction, mental health and behavioural change. By combining clinical expertise with lived experience, we secured strong media engagement through expert commentary, interviews and opinion-led content.
We also adopted an agile, reactive approach to the news cycle, enabling rapid response to breaking developments and capitalising on emerging media opportunities. This ensured the campaign remained timely, visible and responsive, driving consistent coverage and maintaining momentum across the campaign period.
The Outcome
The campaign delivered strong national coverage, significantly increasing awareness of Sana Health Group and positioning the organisation as a leading voice in addiction, mental health and behavioural change.
Coverage spanned broadcast, print and online media, generating a high volume of earned media across metropolitan and regional outlets. Broadcast was a key driver, with standout coverage across major radio networks including 2GB, 3AW, ABC Radio and Triple M, alongside television segments on Sky News Australia, The Project and WIN News.
Print and digital placements across leading mastheads and industry publications extended reach to both consumer and professional audiences, with highlights including The CEO Magazine, The Sunday Telegraph, The Courier-Mail and SBS Radio.
The campaign secured a consistent stream of expert commentary, interviews and opinion-led content, elevating key spokespeople as trusted authorities in the space.