LUNDBECK: Connecting minds with impactful mental health content
In an industry known for its strict guidelines and traditional methods of patient engagement, Brands2Life worked with pharmaceutical client, Lundbeck, to create a unique podcast series to support people with mental health conditions. With mental health services at breaking point due to the Covid-19 pandemic, there was a compelling need to reach those people who were struggling with anxiety or depression in a way that was personal, relatable, accessible and educational.
Our research revealed the highest levels of anxiety related to topics around the pandemic, relationships, finance and social media, which become our editorial focus for the podcasts.
We enlisted two hosts, one with expertise and good standing within the clinical psychiatrist community (Professor John Harrison) and one with lived experience and a more public profile (Professor Green, musician and MH advocate) to balance the conversation and content for our six episode series.
The series was a pilot to ensure that we could talk in this space from a regulatory point of view, to ensure the content was engaging and to see if there was a desire for this type of content.
To-date we have seen over 1,000 streams/downloads, over 200 engagements on the Twitter posts of the episodes and fantastic feedback from patients and professionals.