Training registrations increased by approximately 7X, significantly growing program revenue
500k Emails sent to Clinicians for general awareness of CME program.
Owned database growth- 40%
151M people reached through earned media
The REACH Institute Case Study :
Growing Pediatric Mental Health Training Registrations Through Email, SEO, Paid Search and PR
Client Goals
The organization needed to reach more pediatric and primary care clinicians nationwide, convert interest into registrations for 3‑day mental health trainings, and build a long-term digital audience it could re-engage over time. Goals centered on driving qualified traffic to training pages, improving email and campaign performance, and elevating visibility in trusted clinical and consumer channels.
The Work
The marketing team developed an integrated digital plan anchored in email marketing, SEO, Google Ad Grants, retargeting, social media, and ongoing PR outreach. Campaigns promoted specific trainings, highlighted timely mental health topics, and directed audiences to blog content, “help for families” resources, and registration pages. PR and content partnerships amplified reach by placing expert commentary and educational articles in high-credibility outlets frequented by clinicians and parents.
The Tactics
- Email and database marketing
- Promotional campaigns to a large clinician and stakeholder database
- Monthly newsletters sharing practical mental health insights, driving above‑industry open and click rates.
- SEO and Google Ad Grants
- Search-optimized training, resource, and blog pages aligned to high-intent keyword themes.
- Google Ad Grants program with campaigns focused on blog topics, trainings, and free resources
- Retargeting and social campaigns
- Retargeting ads served to users who clicked from emails, keeping trainings top of mind for several weeks and returning visitors to registration pages.
- Targeted social campaigns to grow awareness among clinicians and caregivers cost‑effectively.
- Public relations and content partnerships
- Regular media alerts and press releases to healthcare and mental health reporters, resulting in national and trade coverage.
- Ongoing content collaborations with leading clinical and consumer publications, supported by cross-promotion across digital channels.
The Results
The integrated digital strategy transformed marketing performance for the organization’s training programs. Email, SEO, paid search, and retargeting combined to deliver record traffic to key pages, while more relevant content and repeated touchpoints drove a 7x increase in registrations and stronger revenue. PR and content partnerships expanded credibility and word‑of‑mouth, helping build an engaged alumni and audience base that now supports recurring testimonials, recommendations, and future program growth.