B2B Content Marketing Engine for Maternal Health: Pacify
Pacify already had a strong brand identity and a growing presence in maternal healthcare. But its story was over-indexing on doulas and under-serving the audiences that actually drive growth: health plans, Medicaid MCOs, providers, and employer benefits leaders.
Hello Helio built a comprehensive B2B messaging and content strategy to realign Pacify’s brand with its business goals – and then brought that strategy to life across white papers, webinars, LinkedIn, PR, and a branded podcast hosted by the CEO.
Impact in <90 days
90% increase in average organic engagement rate
425% increase in organic impressions in Q1
500+% increase in members reached in just 60 days
24–38% click-through rate across four Pacify white papers
30–40% engagement rate consistently over 12 months on key thought-leadership content
The challenge
Pacify’s mission is to support families with on-demand lactation, doula, and maternal mental health care. But their existing content and messaging were speaking more to individual parents and doulas than to the B2B decision-makers who decide what gets covered and scaled.
As a result:
The value story wasn’t landing with health plans, Medicaid MCOs and employer benefits leaders.
Doulas were seen as a “nice-to-have” add-on, not a core lever for outcomes and cost.
Maternal mental health, despite being a core part of Pacify’s impact, was underdeveloped as a B2B story.
Pacify needed a coherent B2B narrative and a content engine that could:
Speak fluently to clinical, policy and economic priorities
Show evidence, not just emotion
Work across paid, earned and owned channels
Our approach
Hello Helio was engaged to build and run Pacify’s B2B content marketing function – from foundational messaging through to day-to-day content execution.
We focused on three pillars:
1. Clarify the B2B narrative
Reframe Pacify’s offering around the needs and language of plans, MCOs, provider systems and employers.
Put maternal mental health, doula support and lactation care in the context of outcomes, equity and value-based care.
2. Build an evidence-led content backbone
Develop a series of white papers that quantify the impact of doula care and integrated maternal mental health support.
Use those assets as the spine for campaigns, webinars, social, PR and sales enablement.
3. Create an always-on CEO and brand presence
Work with Pacify’s CEO, to make her a visible, credible voice on maternal and family health through LinkedIn content, interviews, and a podcast developed with Pacify
Ensure every major piece of content could be sliced into multiple touchpoints for Pacify’s B2B audience.
What we built
1. B2B messaging & positioning
We refined Pacify’s B2B messaging so that every asset answers three questions for payers and employers:
What problem are you solving in my population?
How does this fit into my benefit design and workflows?
What outcomes and economics can I realistically expect?
This messaging now underpins Pacify’s website copy, white papers, outbound campaigns and sales narratives.
2. Evidence-led white paper series
Hello Helio developed a series of three white papers that function as Pacify’s evidence backbone:
Doula Benefits by the Numbers
A data-forward case for reimbursable doula care, combining national research with Pacify’s own outcomes (e.g., reductions in C-sections, NICU admissions, ER visits).
LinkedIn launch (organic) delivered a 37.0% engagement rate and 33.3% CTR, plus 301,852 sponsored impressions extending reach among payer audiences.
Maternal Mental Health: An Invisible Epidemic (with Seven Starling)
A co-branded report on maternal mental health as a driver of morbidity, mortality, and cost – and the role of integrated virtual support (mental health, doulas, lactation).
Launch and ICYMI posts delivered 23.9–27.0% CTR and 26.3–30.2% engagement, making it one of Pacify’s top-performing digital assets and contributing to a Bronze Anthem Award in Health - Branded Content (2025) for Hello Helio’s work on the campaign.
Evidence in Action: How States Are Advancing Doula Care for Better Birth Outcomes
A policy-focused paper showing how different states are advancing doula coverage and what payers can learn from early adopters.
The LinkedIn launch post achieved a 41.8% engagement rate and 38.8% CTR, reinforcing demand for deep, actionable content on doula policy.
Across four Pacify white papers in market, LinkedIn campaigns have delivered 24–38% click-through rates, far above typical B2B healthcare benchmarks.
3. Maternal Mental Health branded content series
To turn maternal mental health from a “silent crisis” into a clear business priority, we designed an integrated content series:
A partnership announcement framing the Pacify x Seven Starling collaboration as a response to the maternal mental health crisis.
Femtech Insider coverage of the partnership, which amplified the story in a key digital health and femtech community as earned media.
Maternal Mental Health Month/Day content that paired sharp statistics with clear calls to action – one post reached 38.5% engagement and 35.8% CTR, plus new page viewers and followers.
A 30-minute webinar on Partnering to Improve Perinatal Mental Health with Pacify, organized by Pacify. Hello Helio supported with LinkedIn promotion and follow-up content (promo, quote posts, audiogram snippets) to keep the narrative active.
Ongoing reuse of MMH insights and visuals around World Mental Health Day, reinforcing the ongoing nature of the work.
Content that helped spur mainstream media interest, including an interview with Pacify’s CEO in USA TODAY on doulas and virtual support.
This series fed directly into Pacify’s sales funnel and CEO visibility, while giving the team a repeatable blueprint for future B2B campaigns.
4. Maternity Reimagined: a CEO-hosted podcast
Hello Helio developed the brand identity and content strategy for Maternity Reimagined, a podcast hosted by Pacify CEO Jennifer Sargent and produced in collaboration with Pacify. While the show carries Pacify’s visual language and themes, it’s positioned first as Jennifer’s platform for conversations about the future of maternal and family health.
We:
Defined the name, concept, tone of voice and episode structure.
Positioned the show as a forum for the people who can actually change the system: health plan leaders, Medicaid MCOs, clinicians, founders and benefits decision-makers.
Aligned the first season’s episodes with Pacify’s strategic themes (maternal mental health, reimbursement, value-based maternity care, the economics of women’s health, inclusive fertility).
Guests have included:
Tina Keshani, Co-founder & CEO, Seven Starling (maternal mental health gaps)
Dr. Jo’Ann Jackson, CMO, Advantia (time, trust and technology in maternal care)
Jodi Neuhauser, CEO, In Women’s Health (reimbursement roadblocks)
Dr. Michael Udwin, Medical Director, CareFirst (value-based maternity models)
Dr. Jocelyn Fitzgerald, urogynecologist, University of Pittsburgh (hidden economics of women’s health)
Dr. Janet Choi, CMO, Progyny (inclusive fertility and connected care)
Launch and ICYMI posts for key episodes have delivered mid–single to double-digit engagement and standout CTRs (up to ~25%), giving Pacify a steady stream of high-intent traffic and conversation starters for its B2B audience.
5. LinkedIn as a B2B content engine
Across Pacify’s LinkedIn company page and leadership profiles, Hello Helio has:
Built a consistent publishing cadence around Pacify’s campaigns, white papers, webinars and podcast episodes.
Used performance data to refine hooks, formats and timing.
The result:
A 90% increase in average organic engagement rate
425% increase in organic impressions in Q1
500+% increase in members reached in just 60 days
Sustained 30–40% engagement rates on key thought-leadership and campaign posts over a 12-month period.
Services we provided
For Pacify, Hello Helio acted as an embedded B2B content partner, including:
B2B messaging and positioning
Content strategy and campaign architecture
White paper research, narrative development and creative direction
Podcast identity and episode strategy for Maternity Reimagined
Webinar narrative support and LinkedIn promotion
Ongoing LinkedIn content program and analytics
Support for award submissions and recognition
The bottom line
In under a year, Pacify went from having a strong but under-leveraged brand to having a coherent, evidence-driven B2B content ecosystem: white papers, webinars, social campaigns and a CEO-hosted podcast that all tell the same story in different ways.
Hello Helio’s role: turn complex maternal health work into crisp, credible narratives that decision-makers actually read, share and act on - and build the systems to deliver that story every week, not once a year.
