Building Mental Well-Being Thought Leadership
The mental well-being industry faces numerous challenges. Mental health and suicide rates continue to rise, while many people still don’t have the knowledge or resources to seek the help they need.
Challenge
Many suffer in silence and the stigmas associated with mental health persist. CVS Health, America’s leading health solutions company, sought to use its platform to raise awareness of the mental health crisis as well as its various mental well-being resources to those in need.
Solution
Bliss helped CVS Health highlight the urgent need for mental health care as well as publicize its resources for mental health support and lowering suicide rates among Aetna members and the communities CVS Health serves. To do this, we strategized and executed on a thought leadership program for CVS Health’s former President, Behavioral Health and Mental Well-Being, Cara McNulty. Our goal was to build Cara’s presence on LinkedIn as a thought leader in mental health and workplace well-being benefits.
In the initial phase of the program, we conducted a competitive audit. Based on these insights, we refined Cara’s social media profile and focused on thematic pillars related to mental health. We also used these insights to advise Cara on an appropriate posting cadence for her audience and monitored trending mental health topics.
To further build Cara’s influencer profile, Bliss recommended strategic opportunities for Cara to engage with other leading voices in the mental health space. Our approach also factored in timely mental health stories and trends, including awareness moments such as Mental Health Awareness Month and Suicide Prevention Month. We evaluated content performance metrics on an ongoing basis to continually refined and optimized Cara’s platform.
Impact
As a result of our efforts, we grew Cara’s social media following by 165% and increased her average engagements per post by 117%. Cara’s engagement rate exceeded LinkedIn’s 2023 health care and wellness industry average engagement rate (1.60% in comparison to the 1.49% industry benchmark). In 2023, alone, we helped increase Cara’s followers by almost 2,500 people — an average of 240 new followers per month. We supported her total follower growth by 43.5%, in comparison to 2022.