Mynurva · Case study

HubSpot Inbound Marketing for Mynurva

ExtraDigital helped Mynurva attract nearly 13,000 users through a HubSpot‑led inbound marketing campaign.

Discuss your healthcare inbound marketing See the results

Mynurva online mental health support service

Client: Mynurva
Sector: Healthcare
Platform: HubSpot
Services: Lead Generation Social Media

Key results

Users generated: ~13,000Users generated

Overview

Mynurva provides confidential mental health support through video appointments with qualified therapists. Its independent service supports people who are reluctant or unable to seek help, including those who do not want their GP or employer to know.

ExtraDigital supported the business from its start-up stage with branding, a website and a marketing plan covering inbound marketing, SEO and PPC. HubSpot brought the campaign activity together, helping Mynurva attract users for product testing.

The challenge

Mynurva needed to establish its brand, raise awareness of its service and attract an audience interested in mental health support. The wider marketing brief included generating enquiries and supporting sales.

For this campaign, the practical challenge was to attract high numbers of users for product testing. The team also needed a clearer view of its audience, with marketing and sales activity feeding into one CRM rather than being viewed separately.

The solution

Bringing marketing and sales together

As a HubSpot Gold Partner, ExtraDigital set up the HubSpot Growth Platform to connect marketing, sales and customer service around a central CRM. This gave the team a shared view of the customer journey, from the first website visit through to an enquiry or sale.

Once the website was live, we ran the inbound strategy through HubSpot, bringing social posts, blogging and landing-page forms into one platform.

Creating useful mental health content

The campaign focused on anxiety and stress, using the inbound approach of attracting, engaging and supporting an audience with relevant content.

Understand the audience’s questions. People wanted to understand their anxiety, how severe it might be and what they could do about it. Some were unsure whether they were experiencing anxiety at all.
Create content around those needs. We produced an anxiety test and a 21-day anxiety tips email subscription, both promoted on Facebook.
Review performance and optimise. Campaign data showed which content attracted interest and where changes were needed.

Connecting content, forms and follow‑up

Social posts were scheduled through HubSpot Marketing Hub and directed people to landing pages with HubSpot forms. Submitted details were stored in the CRM, while the anxiety tips were delivered through automated emails in HubSpot Services Hub.

A campaign tag brought the activity into one report. We could review responses, social-post performance and the users brought in, then refine the campaign around what was working.

The results

The campaign generated nearly 13,000 users. The recorded audience grew from a few hundred, with the rate of growth increasing and the reported cost per contact decreasing.

Katie Rylands, Operations Manager, confirmed that the work delivered the users needed for product testing:

“Extra Digital delivered their promise of producing high numbers of users for testing the product. And Nicky was a delight to work with”
Katie Rylands, Operations Manager

What’s next

Planning a healthcare campaign? Explore our healthcare marketing expertise and paid social media services, or discuss how your content, campaigns and CRM could work together.

Frequently asked questions

What content works for healthcare inbound marketing?

Start with the questions people ask before seeking support. Clear, relevant content can help them understand their needs and engage with a service. For Mynurva, we created an anxiety test and a 21-day email series around anxiety and stress.

How can HubSpot connect healthcare campaigns and follow‑up?

HubSpot can bring landing-page forms, contact records, campaign reporting and automated emails together. In this project, that connected Facebook promotion with the CRM and the anxiety tips email series, giving the team one place to review campaign activity.

How do you plan a campaign to attract users for product testing?

Define who needs to test the product and what would encourage them to take part. Build the content offer and response process around that audience, then review participation alongside campaign performance. Mynurva used anxiety-focused content and Facebook promotion to attract nearly 13,000 users.