IMPACT STORY: Lightfully Behavioral Health

Sunrise illustration from a healthcare marketing case study about Martha Chang’s launch messaging & content work for Lightfully Behavioral Health

Crafting a strong value proposition and messaging for the launch of a new California-based treatment center

Lightfully Behavioral Health was a startup California-based provider of high-quality, evidenced-based treatment for mood disorders, personality disorders and trauma/PTSD disorders, offering a full continuum of mid-acuity services.

Working in partnership with the design firm Creative Pickle, I developed brand positioning, comprehensive messaging, and website content to help Lightfully launch to the market.

Challenges

  • Lightfully needed a website quickly, but lacked a clear brand strategy or messaging foundation to build it on.
  • As one of the first behavioral health organizations built around Process-Based Therapy, Lightfully needed help communicating its integrated treatment delivery model, data-driven decision making and signature training method for all audiences.
  • Lightfully had created many different internal handles to describe its treatment model, culture and training programs, but these messages needed cohesion and consistency.
  • Austin design firm Creative Pickle (a regular client) needed strategic and copywriting expertise to bring the Lightfully brand story to life.
Ipad featuring the Lightfully Behavioral Health website, with brand tagline and value proposition created by Martha Chang
Desktop with website onscreen showing Martha Chang’s brand messaging for Lightfully Behavioral Health

Impact

  • Built a robust message framework — including vision and values, clinical purpose and principles, and a treatment model framework — as well as value proposition and key differentiators for prospective clients, referral partners and clinical employees
  • Created top-level content for Lightfully’s brand and website launch
  • Laid the brand and internal messaging foundation that helped Lightfully secure funding and drive successful acquisition of multiple residential treatment centers and other properties for rapid nationwide expansion
Laptop & Iphone on a desk showing more of Martha Chang’s content for Lightfully Behavioral Health
Direct mail featuring Martha Chang’s healthcare band messaging for Lightfully  See attached Figma comp

Martha is magical and amazing! We are always impressed with her ability to tell a story in just the right way. She chooses the perfect words for each occasion. She can really bring a brand to life through storytelling. Can we clone her?! Maybe someday… For now, she’s the one and only; the real deal. Thank you Martha!

— Dorie Pickle, Creative Director, Creative Pickle