Building relevance and appeal in health-tech and behavioural health

Client

Overview

Cantata Health Solutions has long been a trusted name in the behavioural health and human services space. With over 45 years of experience, the company has developed a deep understanding of the sector’s unique challenges and the frustrations caused by outdated, fragmented technology. As a fast-growing vendor in EHR and care collaboration solutions, Cantata knew it was time to elevate its voice and sharpen its relevance in a rapidly shifting health-tech environment.

The business made a strategic decision to use major healthcare industry events as a platform to launch a bold new brand positioning campaign. The aim was to challenge the status quo—specifically, the legacy systems and entrenched practices that continue to slow down care, inflate costs, and compromise experiences for professionals, providers, and patients alike.

To bring this vision to life, Cantata partnered with The Rubicon Agency. The brief was clear: create compelling new stories, narratives, and conversations that would resonate across events and communications, and spark a movement for change.

What we delivered

Centred around the provocative theme “Break free from outdated EHR systems”, the campaign set out to disrupt expectations. The Rubicon Agency designed a full event experience, including a striking stand presence and a sponsored photo gallery that invited attendees to engage, reflect, and share.

To build momentum before and after the events, targeted postal and email campaigns were deployed. These communications challenged recipients to consider the contrast between The Old Way and The Cantata Way, speaking directly to the needs and frustrations of technical teams, leadership, carers, care providers, and patients.

Animated social media posts extended the campaign’s reach beyond the event floor, visually illustrating the transformative potential of Cantata’s solutions. But perhaps the most memorable moment came from a cleverly designed photo wall, which encouraged attendees to share and send messages about the Stigmas of Mental Health. This created a viral moment – one that sparked meaningful dialogue in mental health communities and brought a human, emotional dimension to the campaign.

Throughout, the tone remained uplifting and positive, even when addressing some of the more difficult realities of behavioural health. It was a campaign that didn’t just inform. It inspired.

What did the campaign achieve?

The results spoke volumes. The campaign was warmly received by audiences and helped position Cantata as a brand with a clear, compassionate agenda: We must (and can) do better with care. It even earned a coveted ‘Best in Show Marketing’ award at one of the events, while the social activity proved highly shareable, expanding the brand’s reach and creating a genuine buzz.