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Healthcare

Brightside Health

Used social network analysis to target telemental health audiences on Twitter

Challenge
Brightside Health is a U.S. based digital mental health company founded in 2017, offering teletherapy, psychiatry, and crisis care for people with anxiety, depression, and elevated suicide risk. Needing to reach patients and caregivers with a relatively small paid media budget to increase awareness of the company, Brightside Health turned to JPA Health for strategic direction and campaign execution.

Solution
Working with the paid media team, I recommended using Promoted Tweets on Twitter (now X) to amplify organic tweets that had performed well based on audience engagement—likes, retweets and replies. I used the results of social network analysis and mapping research that more accurately identified influencers and KOLs participating in the teletherapy conversation on Twitter. Contact attributes naturally included the handles of selected influencers, KOLs and their respective followers.

Results
The campaign reached significant numbers of the target population over a period of ninety days. A CTR range of 1 to 3% was considered acceptable results for Promoted Tweets on Twitter. The overall CTR for the campaign, informed by social network analysis, achieved an outstanding average of 8.5%, beating the average acceptable results by 325%.