Launching the UK’s first virtual psychology clinic required two things; trust and a complete change in behaviour. Our typical British health consumer isn’t a regular at the therapist’s office, never mind tapping into a session on a smartphone.
Working with our agency partners within the MISSION network, we created a multi-disciplinary campaign based around ‘My Online Therapy, my way’ to support the launch with a brand positioning of ‘Modern Therapy for Modern Lives’.
Bringing this ethos to life, PR focused on making content work hard to educate on the benefits of therapy and engage our audience on topics that mattered to them. We used Google search trends analysis to identify the parts of life that were causing the most stress and anxiety to inform a strategic foundation for a responsive content strategy. Weekly blogs were created to build relationships and credibility whilst supporting SEO ambitions. Content themes were crafted for media outreach to secure thought leadership and editorial content recommending the service. Psychologists and therapists were used to provide expert commentary in the media, positioning My Online Therapy as a leading player in the space.
The content has now evolved, and we have recently launched ‘Matters of the Mind’ podcast series hosted by Stephen Manderson, Professor Green to further engage our audience and change behaviour.
The campaign supported a growth in website sessions by 114.8% in the first month of launch, with backlinks secured in titles such as Metro, Harpers Bazaar and Woman&Home. My Online Therapy was recognised in the Top 100 start-ups and secured a commercial partnership with Vitality and Superdrug.