88% of all coverage centred on EAPs or cash plans
BHSF
How we strengthened BHSF’s voice in employee wellbeing
Following a comprehensive brand refresh, BHSF wanted to raise its profile in a fast moving health cash plan landscape. One of the main goals of the PR program was to highlight the industry leading mental health support that BHSF offered. Our goal was to boost brand awareness across HR, wellbeing and intermediary audiences and make BHSF more visible where its buyers are paying attention.
We built a relevance driven PR program that focused on the topics shaping HR and employee benefits conversations, from the UK dental crisis to financial wellbeing and other key editorial trends. The result was higher quality coverage, improved visibility, and a measurable uplift in BHSF’s share of search.
The challenge
BHSF competes in the highly competitive healthcare benefits market. To stand out, it needed more coverage in top tier and intermediary titles, clearer messaging around mental health and cash plans, and improved search visibility versus competitors. KPIs included: 70% tier 1 coverage; average DA 35+; 50% of coverage with backlinks; strong mental health and cash plan messaging; and increased share of search.
Our relevance‑driven approach
We began with foraging sessions to identify the strongest angles across mental health, financial wellbeing and employer challenges, steering the PR narrative for the year through:
Using these approaches, we built a targeted PR strategy grounded in the principles of our RelevanceEngine™ which ensured BHSF appeared in timely conversations that mattered to employers.
Impact that mattered
“The PR program transformed our visibility in a competitive market. Skout quickly understood what mattered to our audiences and consistently delivered high quality coverage that elevated our mental health and cash plan messaging. Their proactive, insight led approach made a measurable difference to our brand presence.”
Chris Snookes, Head of Product, BHSF