About Clinical Partners

Clinical Partners is one of the UK’s leading providers of mental health services, supporting a wide range of patients both privately and through the National Health Service (NHS). With growing demand and a growing marketing team, Clinical Partners needed a way to stay on top of fast-moving conversations around mental health, develop and adapt its content strategy accordingly, and maintain its reputation. Brandwatch Consumer Research has been there to support them in doing just that. 

We spoke with Emily Powell, Social Media and Engagement Manager at Clinical Partners, about how the team is using social listening to scale its social presence and stay connected to the conversation.

Rolling out Brandwatch 

When Emily joined the team in May 2024, one of her first priorities was finding the right tools to help Clinical Partners grow its social media presence.

“We didn’t have anything in place before. We needed a social listening tool and Brandwatch was the obvious choice.” 

Emily is responsible for managing content, engagement, and social media reputation. From handling direct messages and replying to comments, to training colleagues on posting in her absence, her role spans strategy, hands-on execution, and internal education.

That made onboarding with Brandwatch critical – even if it was a little daunting at first. 

“It felt like swimming in the ocean for the first time. The platform is powerful and detailed. Once I understood it, it completely changed how I approached my work.”
— Emily Powell, Social Media and Engagement Specialist, Clinical Partners

Tuning into real conversations about mental health

Mental health doesn’t fit into neat categories. And neither does Clinical Partners’ audience. Brandwatch helps Emily monitor conversations across the mental health space from autism and ADHD to depression, anxiety, and emerging news across the industry. 

“We use Brandwatch to stay plugged into the wider mental health conversation, not just what people are saying about us and our competitors. And that’s helped us understand the demand for our services and what information people are seeking from a business like ours.” 

Turning insights into action

The social media strategy at Clinical Partners is being driven by what real people are saying in real time, capturing conversations that previously flew under the radar. 

“I didn’t realise how valuable social listening would be. There’s so much insight there, and Brandwatch helps us capture what questions people are asking about our services.”
— Emily Powell, Social Media and Engagement Specialist, Clinical Partners

Brandwatch also makes sentiment tracking easy – a crucial part of what Emily relies on to keep the rest of the team in the loop about what people are actually saying online. 

“I love that I can pull top mentions across positive, negative, and neutral sentiment. The trending word cloud is also really helpful. It shows us what content is going to be engaged with, and where we should post it.” 

Proving the value of social

For social media managers like Emily, proving ROI means more than reporting on likes or follower counts. With Brandwatch, she’s been able to show the broader impact of her work. 

“It’s helped me prove the value of social media,” she explains. “Not just in vanity metrics, but in terms of what our audience might want from us. We’re able to keen ahead of the mental health landscape to ensure we’re creating content that’s relevant and supportive.” 

From daily monitoring to long-term planning

That kind of visibility has turned Brandwatch into a daily go-to for Emily. 

“It’s like my social media newsfeed. I can see what’s gaining traction right now and use that to plan campaigns months in advance. Like ADHD Awareness Month in October. It keeps me ahead of the curve, like, I already know what conversations are coming, and I’ve got content ready to go.”

That foresight makes it easier to align social content with PR, traditional marketing, and everything in between.

"We use Brandwatch to make sure our content is relevant across multiple touch points; from social, to blogs, and magazine ads. It’s become part of how we plan."
— Emily Powell, Social Media and Engagement Specialist, Clinical Partners

Results at a glance

  • Faster content decisions driven by real-time audience insights
  • Stronger community management through surfaced untagged mentions and sentiment trends
  • Consistent rise in positive sentiment around brand mentions
  • Brand reputation protected through always-on monitoring and social listening
  • Proven ROI by demonstrating the strategic impact of social media 

Another reason Brandwatch stands out

For Emily, it’s not just the platform that makes a difference – it’s the people behind it.

“What stands out most about Brandwatch are its people. Everyone I’ve worked with – from account managers to research analysts – has been responsive and willing to go above and beyond. That support has been fundamental in getting our team familiar with new features, interpreting the data, and making sure we’re getting great value out of the platform,” Emily explained.

"Brandwatch has made my job easier but more importantly, it’s helped make our social media strategy better."
— Emily Powell, Social Media and Engagement Specialist, Clinical Partners

Having a team that’s not only there when needed, but proactively helping you get more out of the tool, adds real long-term value. For Clinical Partners, it’s meant stronger strategy, faster onboarding, and more confidence in the work they’re doing every day.

Published on June 13th, 2025