"Launching your first TV brand campaign is a pretty scary endeavor. Behavio's data gave us confidence that we're heading in the right direction."
Background
Each year, the waiting rooms of psychological counseling centers and psychiatric clinics see an increasing number of patients. Since 2020, Hedepy has been alleviating this burden by connecting individuals with qualified psychotherapists through its online platform. The brand's success, partly fueled by the pandemic years that limited in-person interactions, led to a turnover of over 100 million CZK in 2023, with more than 100,000 sessions conducted on its platform.
Pain Point
Despite a 100% increase in turnover between 2022 and 2023, this growth was primarily driven by international expansion—operating in eleven European markets by 2024—and the retention of existing customers. Data indicated that Hedepy had hit a "performance plateau," where traditional advertising activities no longer attracted a sufficient influx of new users.
To reverse this trend, the marketing team launched a new brand campaign. To ensure their creative efforts were effective and to avoid wasting budget, they tested the ad’s impact with Behavio from the start.
Behavio's Insight
The Hedepy team turned their idea into a storyboard and tested it on the Behavio Platform. The results showed average scores, partly because the concept lacked strong engagement and positive emotional impact. This feedback helped Hedepy refine the script and apply these insights during the final ad’s production.
After filming, they tested the final video again to ensure the changes were effective. The results were promising—over half of the viewers found the ad engaging, an above-average outcome, and most understood that the video promoted online therapy services. The final step was to launch the ad and see if it could break through the performance ceiling.
Outcome
Brand tracking data revealed that the campaign boosted category buyers—those considering online therapy—by 10 percentage points. As the category leader in the Czech Republic, this was a major win for Hedepy. The ad’s success drove a 50% increase in new clients within two months, with the investment paying off in just six months.
