Frankly, we care.
How we helped launch a mental health care company
Frankly offers corporate wellness solutions that go beyond the traditional approach, focusing on helping individuals lead happier, more productive, and engaged lives. With a holistic and diversified approach, Frankly ensures there is something for everyone. Their comprehensive suite of services is designed to help individuals heal, grow, and thrive. The company provides transparent pricing and exceptional customer service, making it easy for organizations to quickly implement wellness programs that truly support their employees.
Consulting
We identified the company's unique selling proposition by analyzing its competitors through their website, services, price points, and position in the market. Based on our market research, we created a launch strategy.
Competitor Analysis and USP Articulation
It’s a long way to go but there is potential.
The most appealing unique selling point of First Reach: LONG TERM CARE
Establishing a relationship and actually understanding and caring for customer needs as human as possible would be a good edge when dealing with target market.
Competitors information on their website and apps suggest that their goal is for customers to subscribe, except one – ForHers. Giving the customers freedom and not making them feel obligated, not to mention scared to be charged monthly, would be a good thing as well. Be as welcoming as possible, and let them come to you.
Locations: all of the competitors are using online/website and some have apps. Some of the competitors have very specific states that they can practice at. We can use that to our advantage to fill in the gaps.
Focusing on the website improvement, SEO, Content is best recommended to increase traffic, conversion and searchability (SERP Ranking)
Opportunities for First Reach
Positioning
Competitors are all positioned essentially as the same services, with a similar “soft” approach
Competitors have almost the same features in their website, as well as a similar female-focused aesthetic including palette and visuals
There is a clear opportunity to be much more straightforward and direct
There is a clear opportunity to speak in clear terms about the specific benefits of First Reach, and the practical problem it solves
The is a clear opportunity to focus on men’s mental health services and needs, as well as the female consumer that would appreciate this approach
Segmentation
There is a clear opportunity to earn market share from this segmentation approach
Even though females statically have higher prevalence to major mental health issues, men are suffering this at very high rates, making it a very strong, nuanced market regionally
Marketing Mix
Product, Price, Place, Promotion: We reviewed and suggested the proper marketing mix that will position them for growth, in light of the competitive analysis and the USP articulation, along side developing their new branding
PRODUCT: Mental Wellness, Wellness Coaching, Psychotherapy, Medical Management
Core Offering: 60 minute visit Care Coach, 60-minute Initial meeting and diagnosis with Licensed Clinician (prescriber), 60-minute Initial meeting with evaluation with Licensed Therapist
PLACE: Online/Website
Medication License: NC, ME, NY, NM, LA, VA, MD, CT, TX, CO, CA, OH
Therapy: FL. AL
Tech Centers as Primary Market
PRICE: Buy-in Services ($249/year): 60-minute visit Care Coach, 60-minute Initial meeting and diagnosis with Licensed Clinician (prescriber), 60-minute Initial meeting with evaluation with Licensed Therapist
Costs: Mental Wellness ($22/hr) Wellness Coaching ($45 each services), Psychotherapy ($55-110) Medical Management ($120, $30)
PROMOTION: PR firm, University Sales Program, SEO agency, Upcoming Omnichannel Test/Learn Paid Media Campaigns
Target Market
Once we are clear on the marketing mix, we looked at consumer profiles in general who will be interested in First Reach.
Trends
Rebranding
We began by brainstorming a list of potential names related to mental health, trendy, memorable, and hip. After careful consideration, we selected frankly. This name embodies the values of honesty and openness, which are essential for a mental health company.
Once the name was chosen, we designed a logo featuring the symbol ",". We aimed for a font that is both simple and corporate. We chose yellow and orange as the primary colors for the logo, as they represent:
Yellow: hope, happiness, warmth, energy
Orange: optimism, rejuvenation, uplifting
With these colors, we crafted a logo that reflects their brand values.
Website Redesign
We analyzed competitor websites to understand their layouts. Collaborating closely with our UX/UI experts and the client’s website developers, we redesigned the website following best practices.
Messaging through Video
Instead of creating videos that sell the product, we interviewed six real people and got their honest answers about mental health.
Launching Frankly, and Brand Awareness
With Texas ranked 3rd among states with the fewest mental health centers, we launched Frankly in Austin, one of its major cities. Austin's population, primarily aged 20-35, aligns perfectly with Frankly's target market. We implemented several brand awareness initiatives to reach this demographic, including outdoor advertising campaigns featuring bus ads, billboards, digital out-of-home displays, linear TV spots, and direct mail.
In addition to these efforts, we rolled out a content marketing strategy on social media, blending regular posts with user-generated content. To maximize our reach and engagement, we shared these on TikTok, Instagram, Facebook, and LinkedIn.
