SANTAGOSTINO PSICHE
(02)
Overview
Santagostino Psiche needed to increase brand penetration among 18-44 year-olds for both online and physical mental health services. The engagement focused on developing and executing an omnichannel strategy that bridged corporate communication with digital performance, optimizing the full customer journey from first contact to appointment booking in a highly competitive and culturally sensitive market.
Industry
Healthcare / Mental Wellness
Challenge
The mental health market in Italy was becoming increasingly competitive, with both stigma barriers and information gaps preventing conversion. The core challenge involved increasing awareness and consideration in the 18-44 demographic while maintaining message coherence across corporate and digital channels. Addressing emotional and informational barriers to booking required nuanced messaging that balanced empathy with practical information, while optimizing conversion rates across a complex customer journey that involved multiple touchpoints before commitment.
Impact
The strategic approach resulted in +64% monthly bookings at centers within three months and +47% spontaneous awareness growth among the 18-44 target. Cost per acquisition on digital campaigns decreased by 33% while the funnel completion rate from click to booking improved by +28%. The integration of AI tools for creative optimization and predictive analytics allowed for rapid iteration on messaging and targeting, helping Santagostino Psiche establish stronger positioning in the competitive mental wellness landscape.
