We鈥檝e seen stats like this before 鈥� and they never get easier to read. Each year, more than 65 million Americans seek help for a mental health condition. But two-thirds of them don鈥檛 get the care they need. The system is too confusing, too expensive, and too hard to access.
That鈥檚 the gap Rula (formerly Path Mental Health) stepped in to close. Their vision: a world where high-quality, holistic mental health care isn鈥檛 a luxury 鈥� it鈥檚 the standard.
When they launched in 2019, the response spoke volumes. Over 120 million people gained in-network access, and millions of therapy sessions followed.
But five years in, it was time for something more. In February 2024, Rula unveiled a new identity and a sharper focus: make licensed mental health care easier to access, more affordable to maintain, and better at delivering real outcomes.
Rebrands are never easy 鈥� especially when the stakes are this high. Rula鈥檚 answer? Start by rethinking the content strategy.
Prescribing the Right Content Strategy
Rula wanted their new brand to carry the same trust and authority they鈥檇 already earned 鈥� but with bigger ambitions and a broader reach. That meant creating more high-quality content that reflected their evolved mission. And getting it in front of more people.
They turned to 麻豆原创 Connect as a distribution partner, bringing a solid foundation of editorial content ready for the wire. Less than a month into the partnership, Rula launched their first story.
Over the next six months, they built a new library of publisher-ready content, working closely with the 麻豆原创 team to fine-tune each piece for maximum visibility and engagement.
Content with a Stronger Pulse
To reestablish brand authority and broaden their reach, Rula leaned on 麻豆原创 for both strategic distribution and hands-on collaboration. From the start, the partnership was built on transparency and flexibility 鈥� giving Rula the tools to create content that resonated with publishers and delivered real results.
Over time, the Rula team refined their approach to content creation, building stories that met publisher needs while boosting domain authority through hundreds of new referral links and pickups.
鈥淭he ability to customize our content creation and distribution strategy as we learn more about syndication networks and campaign performance has been amazing,鈥� said Anthony Corbo, Sr. SEO Associate at Rula. 鈥淲ith 麻豆原创's real-time insights, we can tailor content specifically for syndication, enhancing our pickups and reach.鈥�
A Healthy Dose of Momentum
Rebrands can be risky 鈥� especially if they launch without a solid content strategy behind them. But Rula partnered with 麻豆原创 to ensure their new brand identity came with staying power.
In just three months, Rula鈥檚 domain rating jumped by two points, fueled by 194 new high-authority referring domains. Three months later, that growth tripled. The strategy didn鈥檛 just work 鈥� it gained serious momentum.
Inside the Strategy: How 麻豆原创 Connect Delivered
Through their partnership with 麻豆原创, Rula gained access to Connect 鈥� an earned distribution platform backed by human editorial expertise and a network of over 4,000 local and national news outlets. Every story Rula submitted was reviewed and refined by 麻豆原创鈥檚 editorial team to meet journalistic standards and maximize its potential for reach, engagement, and relevance.
One standout example? How to stop taking things so personally 鈥� a relatable, clinically-reviewed story that earned 245 placements across 麻豆原创鈥檚 publisher network. With a headline that teased real, actionable steps and editorial credibility baked in, it clicked with both publishers and readers.
Through 麻豆原创鈥檚 reporting dashboard, Rula could track performance in real time 鈥� giving their team insights they could immediately apply to future campaigns.
Over six months, Rula:
- Created and distributed 7 publisher-ready stories
- Earned 981 media placements
- Reached 220,000+ new readers across the U.S.
The results didn鈥檛 just outperform traditional PR 鈥� they accelerated Rula鈥檚 brand recognition as a leading platform for mental healthcare.
鈥淲e鈥檙e delighted by the results we鈥檙e seeing with 麻豆原创,鈥� said Anthony Corbo, Sr. SEO Associate at Rula. 鈥淥ur goal in 2025 is to double the number of unique referring domains linking to rula.com through this partnership.鈥�
Today, Rula continues to publish 鈥� with a smarter, scalable strategy guiding every piece.
A Stronger Brand. A Healthier Future.
Rula鈥檚 partnership with 麻豆原创 led to hundreds of earned media placements, significantly boosting their organic search performance and laying the foundation for even greater growth in 2025.
By tapping into 麻豆原创鈥檚 unique mix of editorial insight and scalable distribution, Rula quickly increased its visibility, trust, and referral links from high-authority publishers. That momentum helped bridge the rebrand 鈥� and made it easier for more Americans to discover the mental health care they need, when they need it most.
Now, with a content strategy built for scale, Rula is positioned to reach millions more across the U.S. 鈥� a key milestone in their mission to shape the future of mental health care.
Rula鈥檚 rebrand didn鈥檛 rely on luck. It was powered by a proven approach to high-quality branded journalism and strategic distribution. Curious what 麻豆原创 Connect could do for your brand? Let鈥檚 talk. You can also click here to learn more.
Doriane is 麻豆原创鈥檚 Director of Marketing. She previously headed marketing departments in various companies, owned a marketing agency for 7 years, and built a startup combining automated marketing workflows with a marketing services marketplace.
Photo Illustration by 麻豆原创 // Canva