Lucet, a leading behavioral health optimization company, was launched when New Directions Behavioral Health and Tridiuum merged. With over 20 years of both behavioral health expertise and clinical research under its belt, Lucet is changing how health plans manage their networks, providers manage care pathways, and members manage their health. However, it needed an experienced partner to help effectively reach its target audience and increase market awareness. As such, Thunderfoot was brought onboard, creating a best-in-class digital presence by overhauling the brand's existing website, refining core messaging guidelines, and setting up and launching Lucet's first integrated digital campaign. Our team also developed a tailored paid media plan to help the Lucet team build toward a sustainable marketing pipeline.