How Ophelia Health Used Edgy Marketing, Patient Testimonials to Drive Engagement

Ophelia Health, a virtual substance use disorder provider responsible for one the industry’s edgiest campaigns, advocates cutting through the noise of industry jargon to help overcome the stigma surrounding addiction. “Addiction is … one of the few diseases that is very misunderstood,” Jenni Friedman, vice president of marketing at Ophelia, said during the Behavioral Health […]

Reframing Behavioral Health Marketing: ‘Not B2B or D2C, It’s Human to Human’

Recently, digital behavioral health companies have significantly shifted their focus from D2C to B2B. However, when marketing these services, the transition between audiences doesn’t require a steep learning curve. Virtual behavioral health provider Talkspace (Nasdaq: TALK) is one of those providers that has doubled down on its B2B efforts, prioritizing payer and enterprise relationships. “It’s […]

Teladoc’s BetterHelp Gets Boost From Customer-Acquisition Costs Stabilizing

Teladoc (NYSE: TDOC) attributed its direct-to-consumer mental health segment BetterHelp’s first-quarter revenue growth to an uptick in membership and stable customer-acquisition costs. In 2022, the telehealth provider struggled to keep up with the rising customer-acquisition costs, which were partly inflated by new digital behavioral health competitors. “Customer acquisition trends have remained stable year to date, […]

Ophelia’s Provocative Opioid Use Disorder Marketing Campaign Will Turn Heads. But Will It Work?

Ophelia Health launched an intentionally provocative medication-assisted treatment (MAT) marketing campaign. The tagline for the campaign is “Fu*ck Rehab.” The New York City-based startup intends to challenge “rehab” as the default option for opioid use disorder (OUD). Ophelia Health has raised $67 million, according to Crunchbase. It solely focuses on treating OUD with MAT via […]

What Traditional Behavioral Health Operators Can Teach Startups About Curbing Customer Acquisition Costs

A lot is riding on whether or not digital behavioral health operators will be able to solve the challenge of high customer acquisition costs. Last year, investors poured $5.5 billion of capital into digital operators’ coffers.  Yet high customer acquisition costs remain a largely unresolved concern that could limit digital behavioral health’s promise of speeding […]

Project Healthy Minds Bringing Expedia Playbook to the Mental Health Industry

The New York City-based nonprofit Project Healthy Minds is looking to leverage celebrity and business leader influence to make it easier for new patients to enter the behavioral health market. Project Healthy Minds, founded in 2017, aims to tear down the three barriers that keep people with behavioral health conditions from seeking care. These are […]

Appriss Rebrands as Bamboo Health Following PatientPing Acquisition

Appriss Health — a cloud-based care coordination software company known for its focus on behavioral health — has rebranded as Bamboo Health. The new name comes just a few months after the company acquired PatientPing, which focuses on physical care coordination. The goal of the deal, which came in at a reported $500 million, is […]

National Council for Behavioral Health Changes Name as Part of Organizational Rebrand

One of the behavioral health industry’s largest trade organizations has rebranded itself. The National Council for Behavioral Health, which represents almost 3,500 members, has changed its name to the National Council for Mental Wellbeing, effective immediately. Along with the name, the National Council has also changed its logo, but will keep its web URL the […]

AAC Pivots Marketing Strategy, Gets Personal Amid Pandemic

The past year has been one of realignment for AAC Holdings (OTC: AACH), the parent company of American Addiction Centers. Last October, it was delisted from the New York Stock Exchange (NYSE) following financial struggles and exits from several top company leaders. Then this June, AAC filed Chapter 11 bankruptcy as a way to recapitalize […]

Citing Coronavirus, Acadia Suspends Sale of UK Business

In light of COVID-19, Acadia Healthcare (Nasdaq: ACHC) has temporarily suspended the sale of its U.K. business. Executives previously hinted proceeds from the sale would be used to help grow the U.S. arm of the business. While interest from potential buyers remains strong, the Franklin, Tennessee-based behavioral health provider will pause the sales process until […]