Clay Center at MGH

Destigmatizing Mental Health

The Clay Center at Massachusetts General Hospital needed to build reputation and trust around its mental health expertise

Insight

Mental health issues were skyrocketing, and The Clay Center clinical experts had an opportunity to lead and be part of the national dialogue

Idea

An ongoing, research-backed and executive thought leadership earned media strategy connected to clinically significant topics and trends including suicide, anxiety, school shootings, depression and narcissism, providing educational information, symptoms to watch for, coping mechanisms

Results

We elevated The Clay Center executives and resources across top-tier business, lifestyle and parenting outlets including NYT, WSJ BuzzFeed, Business Insider, SELF, Bustle and more, driving a significant uptick in website sites. ​The New York Times article was the fifth-highest overall source of referral traffic – only behind Facebook, Twitter and partner organizations – driving more visitors than even the MGH homepage did that year. 

77

earned articles

 2.3M

media impressions

#5

source of referral traffic

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