Positioning a Mental Health Leader at the Forefront of National Conversation

Overview

Newport Healthcare, a national leader in teen and young adult mental health treatment, partnered with 5WPR to enhance its visibility and thought leadership in a rapidly evolving healthcare landscape. With growing national attention on youth mental health, Newport aimed to cement its reputation as a trusted authority by promoting its expert insights, unique program offerings, and compelling alumni stories. Together with PrairieCare, an affiliated mental health system focused on clinical excellence in psychiatric care, the campaign sought to drive meaningful awareness through sustained, strategic health & wellness PR.

Challenge

Despite being at the forefront of adolescent mental health treatment, Newport Healthcare and PrairieCare faced an increasingly competitive media environment dominated by trending health narratives and fragmented attention spans. The challenge was twofold: to amplify Newport's distinct voice in national conversations on mental health while also highlighting the nuanced differences in programming, clinical leadership, and treatment success that set both organizations apart. Additionally, breaking through the stigma surrounding behavioral health coverage, especially in mainstream and top-tier media, requires a thoughtful balance of clinical authority and human connection.

Strategy

5WPR developed a targeted media relations strategy designed to elevate Newport Healthcare and PrairieCare through a combination of thought leadership, compelling storytelling, and timely data-driven pitches. By identifying and consistently leveraging key opinion leaders including Dr. Don Grant, Samantha Quigneaux, and Dr. Joshua Stein, the team positioned Newport experts as go-to voices on pressing issues ranging from social media and mental health to substance use and disordered eating.

In tandem, the campaign spotlighted alumni stories, powerful, humanizing narratives that showcased the transformative outcomes of Newport's care. These first-person accounts resonated with media seeking emotional impact and authenticity, particularly in segments focused on recovery and wellness.

The strategy also prioritized newsjacking opportunities, social media trends, and cultural moments such as stress during the election season to offer expert takes that felt urgent and relevant. This multifaceted approach was supported by strategic digital marketing for health & wellness, ensuring that Newport's message reached audiences across digital channels in addition to earned media.

Results

Over the course of the campaign, 5WPR secured a total of 296 media placements, including 234 online, 47 broadcast, 13 print, and 2 social media placements, generating more than 6.1 billion media impressions. Of these, 206 placements were secured for Newport Healthcare and 90 for PrairieCare.

The campaign delivered widespread exposure in top-tier outlets including HuffPost, Men's Health, POPSUGAR, and Yahoo News, as well as local and regional broadcast hits on ABC7, PIX11, Spectrum News, Good Day LA, CBS News Minnesota, NPR, and more. Coverage specifically spotlighted critical areas such as disordered eating, OCD, substance use, and young adult programs, aligning directly with Newport's core services.

These results helped drive a 59 percent share of voice across key competitors, establishing both Newport Healthcare and PrairieCare as leading voices in adolescent and young adult mental health care. The campaign also illustrated how well-executed digital marketing efforts can amplify PR successes across channels.

Key Takeaways

By strategically combining expert voices, alumni storytelling, and data-driven media outreach, 5WPR successfully elevated Newport Healthcare's national profile and expanded its influence within the mental health space. The campaign demonstrated the power of pairing timely insights with emotional storytelling to drive meaningful media engagement and public awareness. Through thoughtful and sustained communications, Newport and PrairieCare have become authoritative voices at the intersection of wellness, advocacy, and clinical excellence.