Branding Refresh

Behavioral Health Link (BHL) is at the forefront of transforming how mental health crises are managed. As a pioneering mental health software developer, BHL has created a cutting-edge platform that empowers call centers and mobile crisis response teams to guide distressed individuals to the appropriate services. This platform is critical in supporting the 9-8-8 hotline, a behavioral health crisis equivalent to the 9-1-1 emergency line. BHL's solution enables call center agents to respond quickly and effectively, ensuring individuals in crisis are connected with the resources they need to regain stability.

While BHL is well-established as a trusted call center operator and manager for the state of Georgia, its software division has taken on the challenge of operating like a tech startup, with ambitious goals to expand its brand and product offerings. Over 18 months, strategic marketing and operational enhancements were implemented to position BHL as a leader in behavioral health technology and increase its market share nationwide.

Key Initiatives Driving BHL’s Growth

To achieve its objectives, BHL focused on a series of impactful strategies to modernize operations, enhance visibility, and align sales and marketing efforts for maximum effectiveness. These initiatives included:

• Implementing HubSpot as a CRM Platform
  One of the first steps in optimizing operations was adopting HubSpot as a CRM platform. This implementation allowed BHL to effectively track customers, manage relationships, and gain actionable insights into sales and marketing performance.

• Developing a Two-Year Strategic Marketing Plan
  A comprehensive two-year marketing strategy was developed to outline key objectives, tactics, and milestones. This plan was supported by an annual advertising campaign designed to build awareness and drive leads.

• Rebuilding the Website for SEO and SEM Optimization
  The BHL website underwent a complete overhaul to improve user experience and online visibility. With a focus on SEO and SEM best practices, the website was optimized to rank higher in search engine results, attracting more organic traffic and qualified leads.

• Creating a Consistent Brand Identity
  A new design guide was developed to ensure consistent branding across all platforms and marketing materials. This effort reinforced BHL’s identity as a professional, trustworthy, and innovative leader in behavioral health solutions.

• Redesigning Marketing Collateral
  All marketing materials were reimagined to reflect the updated brand identity. The redesigned collateral communicated a cohesive and polished image, from brochures and white papers to digital assets.

• Enhancing Conference Presence
  Conferences provided a valuable opportunity for BHL to connect with industry professionals and decision-makers. The strategy included securing speaking opportunities and sponsorships and creating custom booth displays to boost engagement and leave a lasting impression.

• Developing Video Content for Marketing
  A series of long-form and short-form videos were produced to reach a broader audience. These videos highlighted the platform’s features, real-world impact, and customer success stories, serving as powerful tools for marketing and education.

• Executing a Robust Content Marketing Strategy
  A multi-channel content marketing strategy was rolled out, incorporating blogs, vlogs, webinars, podcasts, and videos. This approach increased BHL’s visibility and positioned the company as a thought leader in behavioral health.

• Aligning Sales and Marketing for Maximum ROI
  Recognizing the importance of a unified approach, the sales division was closely aligned with marketing efforts. This collaboration ensured consistent messaging, improved lead conversion, and maximized returns on investment.

Transforming Behavioral Health Technology

Through these strategic efforts, BHL has solidified its position as a leading innovator in behavioral health technology. The company’s software platform, combined with its marketing and sales alignment, has expanded its reach and made a tangible impact on how behavioral health crises are managed.

BHL’s journey is a testament to the power of strategic planning, innovative technology, and a commitment to addressing critical mental health needs. As the 9-8-8 hotline continues to grow in importance, the BHL Platform provides the solutions needed to ensure no call for help goes unanswered.