Cyber Clinic - Strategy for mental health platform

Strategy / Brand Framework / Campaign Development
/ Copywriting / Digital Collateral / Print Collateral / Animation

Targeted communication strategy for AI-powered mental health platform.

Cyber Clinic is an Australian mental health and well-being support service providing vital telehealth support for people experiencing mental health challenges.

We were engaged in working with the team to identify opportunities for improvement within the customer experience, including evolving its strategic foundation. This included developing the brand tone-of-voice and brand messaging to help raise awareness of Cyber Clinic’s service. We also worked with the team to update the brand style guide, designing a customer experience framework for key user-demographics and refreshing the brand tagline.

Our work with Cyber Clinic consisted of four key phases: Understand, Clarity, Engage and Promote.

Understand: To assist Cyber Clinic in effectively communicating with their audience, we needed to segment their audience into crucial categories to understand their unique needs better. We researched the current telehealth and mental health landscape, analysing user research, and working closely with the team to understand the business goals. We tested the user-experience of the platform and pain points of the app. These insights informed strategic communications and marketing planning for Cyber Clinic to increase their reach.

Clarity: Mental health impacts ⅕ Australians. With Australia’s evolving mental health needs, we knew we needed to create specific communication strategies for different key audience groups. We worked with Cyber Clinic to reposition the brand to offer B2B and B2C offerings, rather than just B2B. We called this B2H. This business-to-human methodology became the foundation for the brand and one of the brand’s core values. It allowed them to simplify and focus their resources on creating a quality mental health platform designed for people, whether they are an employee going through an EAP service or an individual looking for support or referred through a GP.  We then worked on targeting the demographics with purposeful communication. We worked with Cyber Clinic on the evolved brand guidelines which outlined the writing principles, brand tone-of-voice with communication/strategic direction for the five Cyber Clinic’s users. We also worked with Cyber Clinic to introduce “Community Care” a Cyber Clinic intuitive, allowing the brand to work with government aid and community support to bring vital mental health support to communities impacted by a disaster.

Engage: We worked closely with Cyber Clinic team to develop and implement an engagement strategy using their “B2H” ethos to connect with their audience uniquely and memorably. To target their rural and remote audience demographic, we worked with GPs on a geographically target gift box. This campaign was designed to give a localised approach to a national campaign with copy tailored to each state, e.g. NSW: From Broken Hill to Byron Bay, we’re here for you or SA From the Barossa to Buckleboo, we’ve got you South Australia.”  For the B2B audience,  we created an activation at the 2020 Pause Festival allowing people to talk to the founder of Cyber Clinic, Dr Qusai Hussain, to discuss the impacts of stress on your health, learn about identifying the signs of burn-out and how to create your burn-out prevention plan.

Promote: The final phase of the project created resources that would allow the internal team to run with the brands’ evolved brand direction, including developing a 40-page strategic social media guide plus templates so their small yet mighty team could manage the day-to-day workload with ease, the introduction of a partnership document which allowed Cyber Clinic to pitch ideas and share the platform with like-minded partners easily, a brand capability statement document to be shared with investors, GPs and health professionals, profile building strategy for the brand including PR and speaking opportunities and the creation of two animated videos.

Our work with Cyber Clinic consisted of four key phases: Understand, Clarity, Engage and Promote.

Understand: To assist Cyber Clinic in effectively communicating with their audience, we needed to segment their audience into crucial categories to understand their unique needs better. We researched the current telehealth and mental health landscape, analysing user research, and working closely with the team to understand the business goals. We tested the user-experience of the platform and pain points of the app. These insights informed strategic communications and marketing planning for Cyber Clinic to increase their reach.

Clarity: Mental health impacts ⅕ Australians. With Australia’s evolving mental health needs, we knew we needed to create specific communication strategies for different key audience groups. We worked with Cyber Clinic to reposition the brand to offer B2B and B2C offerings, rather than just B2B. We called this B2H. This business-to-human methodology became the foundation for the brand and one of the brand’s core values. It allowed them to simplify and focus their resources on creating a quality mental health platform designed for people, whether they are an employee going through an EAP service or an individual looking for support or referred through a GP.  We then worked on targeting the demographics with purposeful communication. We worked with Cyber Clinic on the evolved brand guidelines which outlined the writing principles, brand tone-of-voice with communication/strategic direction for the five Cyber Clinic’s users. We also worked with Cyber Clinic to introduce “Community Care” a Cyber Clinic intuitive, allowing the brand to work with government aid and community support to bring vital mental health support to communities impacted by a disaster.

Engage: We worked closely with Cyber Clinic team to develop and implement an engagement strategy using their “B2H” ethos to connect with their audience uniquely and memorably. To target their rural and remote audience demographic, we worked with GPs on a geographically target gift box. This campaign was designed to give a localised approach to a national campaign with copy tailored to each state, e.g. NSW: From Broken Hill to Byron Bay, we’re here for you or SA From the Barossa to Buckleboo, we’ve got you South Australia.”  For the B2B audience,  we created an activation at the 2020 Pause Festival allowing people to talk to the founder of Cyber Clinic, Dr Qusai Hussain, to discuss the impacts of stress on your health, learn about identifying the signs of burn-out and how to create your burn-out prevention plan.

Promote: The final phase of the project created resources that would allow the internal team to run with the brands’ evolved brand direction, including developing a 40-page strategic social media guide plus templates so their small yet mighty team could manage the day-to-day workload with ease, the introduction of a partnership document which allowed Cyber Clinic to pitch ideas and share the platform with like-minded partners easily, a brand capability statement document to be shared with investors, GPs and health professionals, profile building strategy for the brand including PR and speaking opportunities and the creation of two animated videos.

The animated videos alleviated the one-on-one onboarding time of the Cyber Clinic staff by educating practitioners on the platform and functionality. Cyber Clinic wanted people to feel as though they were in trusted hands from the first introduction with the brand, so the subtle animation was a way of showcasing the brand was thoughtful. From there, the videos outline the on-boarding process for patients and practitioners. Voice Artist: Elise Bendell

What our clients have to say:

Shelley Hughes
Marketing Manager
Brosa

“Working with Storyfolk was seamless. From their inherent ability to not only understand our pitch but our customer, to their personal approach that not only resulted in a tremendous working relationship but a deeper understanding of our brand. Thank-you for your hard work, we cannot wait to work together again.”

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