In November 2014, Baird’s CMC partner Ward Health was retained to promote the Global Summit on Depression that was hosted by The Economist Events and sponsored by a pharmaceutical company based in Europe. Ward Health was asked to drive an awareness campaign in advance of the event and to promote online engagement during the Summit.
Ward Health’s global database of advocacy organisations includes over 400 organisations that focus on brain diseases and nearly 200 mood disorder advocacy organisations that are focused specifically on depression.
In advance of the November 25th summit, Ward Health engaged mental health advocacy organisations to raise awareness of the event through tweets and Facebook posts. This outreach created over one million impressions on Twitter with over 100 unique Twitter users contributing to the conversation.
During and immediately after the event, over 1,000 Twitter users contributed 4,000 tweets to over three million followers, creating over 17 million impressions (the total number of times tweets about the Summit were delivered to Twitter streams). More important than the numbers was the fact that the engagement was reaching the right audience. Ward Health tracked online participation and could identify key opinion leaders, mental health care providers, academics and mental health advocates who engaged in the event through social media.