Our client tasked Minutiae with a comprehensive strategy to launch and promote their innovative products. The brief involved several key phases:

Market Research:

• Conduct in-depth market research in the US, Canada, and Western Europe to identify key challenges faced by the mental health industry, including patient retention rates following relapse or recidivism.
• Analyse patient journeys and identify barriers to accessing treatment.
• Assess the potential impact of Patient Financing and Relapse Insurance on patient outcomes and conduct a cost-benefit analysis.

Product Launch and Network Development:

• Develop a comprehensive marketing and sales strategy to introduce the products to treatment providers.
• Establish a network of high-quality treatment providers that meet specific criteria, such as evidence-based practices and commitment to patient care.
• Create a robust onboarding process for new network providers.

Marketing and Communications:

• Develop a comprehensive multi-channel marketing and communications plan to promote and raise awareness of patient financing and relapse insurance products.
• Using a range of channels, including digital marketing, social media, printed media and public relations to create targeted marketing campaigns to reach healthcare providers, patients, and industry stakeholders.
• Measure the effectiveness of all campaigns through key performance indicators (KPIs) such as website traffic, social media engagement, lead generation and other metrics to optimise future efforts.

To address the complex geopolitical, psychosocial and interjurisdictional challenges and opportunities presented by the global mental health industry, Minutiae proposed a comprehensive, phased approach:

Phase 1: Market Research and Strategy Development

• In-Depth Market Research: To conduct comprehensive market research in the US, Canada, and Western Europe, collaborating with key stakeholders to ensure compliance with global health data regulations. The research would identify key challenges faced by the mental health industry, including barriers to accessing care and patient retention rates following relapse or recidivism.
• Target Audience Segmentation: To identify key stakeholders for both products, including professional referral pathways, treatment provider clinical directors and CEOs, and patient groups, and develop targeted messaging strategies.
• Product Positioning: To define the unique value proposition of Patient Financing and Relapse Insurance, emphasising their role in improving patient outcomes.
• Marketing and Sales Strategy: To create a comprehensive marketing and sales strategy, including branding, messaging, and channel selection.

Phase 2: Network Development and Partnership Building

• Provider Network Development: To identify, qualify and establish a network of high-quality, evidence-based treatment providers that align with the foundation’s core values and mission.
• Provider Network Onboarding and Training: To develop a robust onboarding process to ensure seamless integration of new providers into the network, educate admission departments about the benefits of the products and how to incorporate them, and ensure consistent delivery of services.
• Partnership Development: To create strategic partnerships with key industry stakeholders to enhance the reach and impact of the products and provider network.

Phase 3: Marketing and Communications

• Integrated Marketing Campaign: To develop and execute a multi-channel marketing campaign to promote the products and drive patient referrals to the provider network.
• Digital Marketing: To use various digital marketing channels, including SEO, SEM, social media, and email marketing to reach targeted audiences.
• Content marketing: To create high-quality content, such as blog posts, articles, and case studies, to educate and inform target audiences.
• Public Relations: Leverage public relations strategies to generate media coverage and build product and provider network awareness in target audiences.
• Performance Measurement: To implement a robust analytics framework to track campaign performance and measure key performance indicators (KPIs) such as website traffic, social media engagement, lead generation, and return on investment (ROI).

By combining a strategic approach with a strong focus on execution, Minutiae aimed to maximise the impact of the foundation’s innovative products to drive positive outcomes for both patients and network providers.

Phase 1: Market Research and Strategy Development

The comprehensive market research identified key challenges faced by the mental health industry, including access to care, affordability, and relapse prevention. By understanding these challenges, Minutiae was able to tailor the product offerings and marketing strategy to address specific needs.

Phase 2: Network Development and Partnership Building

A robust network of high-quality treatment providers was established, ensuring that patients had access to evidence-based care. The rigorous onboarding process ensured that providers were well-equipped to deliver the foundation’s innovative solutions.

Phase 3: Marketing and Communications

The multi-channel marketing campaign effectively reached the target audience and generated significant interest. Key achievements include:

• Increased Brand Awareness: The campaign successfully raised awareness of the foundation’s products and services among healthcare providers, patients, and industry stakeholders.
• Strong Provider Network: A network of high-quality providers was established, ensuring widespread access to the foundation’s solutions.
• Successful Product Launch: The Patient Financing and Relapse Insurance products were successfully launched and adopted by a significant number of providers and patients.
• Positive Financial Performance: Patient Financing achieved c.$150m of loan volume in the first year, and Relapse Insurance demonstrated strong performance, with claim rates below industry standards.

By combining strategic planning with effective execution, Minutiae delivered exceptional results, exceeding the client’s expectations and contributing to the improvement of patient access to care and successful outcomes.