Lyra Health sells a workforce mental-health benefit to employers — fast, in-network mental health care for employees and their families. It is one of the highest-volume, most sophisticated B2B advertisers on LinkedIn (750+ live ads at capture), running two programs at once: a demand-gen engine aimed at HR, benefits, and People leaders (research reports, industry- and role-specific guides, a customer webinar, and a broker/consultant channel), and a member-activation engine aimed at employees who already have the benefit (“claim your no-cost benefit today”). It's a model of segmenting a single product to two very different audiences at scale, in one tightly controlled brand system.
How Lyra Health advertises: Lyra's buyer-facing program is built on proprietary research and precise segmentation. A flagship report — the “2026 State of Workforce Mental Health” — anchors the year, spun into angle after angle: “the second shift” of caregiving for working parents, and a “State of Complex Care” edition asking “is your mental health strategy built for complexity?” On top run industry- and role-specific creatives that name the buyer's exact world: “Today's healthcare challenges need a new playbook” (for healthcare-benefits leaders), “Support educators before burnout” (for schools), “Move beyond benefits — build a stronger employee experience,” and a manager-enablement guide (“Not sure what to say? … your managers don't need perfect words, they need a place to start”). Social proof and channel are covered too: a Lyra Breakthrough webinar rebroadcast featuring United Airlines' head of Employee Benefits and Wellness, and a dedicated broker/consultant play (“Help clients navigate workplace crises before they happen — download the consultant's crisis readiness guide”). Running in parallel is a member-activation engine with a warmer, consumer tone and a hard CTA to use the benefit: “Step into a brighter state of mind,” “Mental health care with zero waitlists or out-of-network worries,” and the standout “Anxiety doesn't care that you're OOO” — each ending in “claim your no-cost benefit today.” Two audiences, one blue Lyra brand system, enormous volume.
Lyra runs two programs at once — HR/benefits demand-gen (research, role-specific guides, a customer webinar, a broker channel) and employee member-activation — all in one blue brand system, at very high volume.
| Format | What Lyra Health uses it for |
|---|---|
| Single image | Segment/role guides and member-activation creatives |
| Document ad | The “State of Workforce Mental Health” report |
| Webinar / event | Lyra Breakthrough with United Airlines |
| Channel | Broker/consultant-facing creatives |
Live Lyra Health creatives with their full ad copy (verbatim), format, theme and CTA.
"Supporting a child's mental health or caring for an aging parent while working full-time isn't a rare exception—it's the daily reality for millions. Lyra's flagship annual report, spun into a caregiving-specific angle. Proprietary research as the top of the funnel."
"What happens when mental health needs become more complex? See how needs are evolving and identify gaps in specialty care. “State of Workforce Mental Health: State of Complex Care.” Discover how workforce mental health needs are changing. A second angle on the flagship research, aimed at benefits leaders worried about acuity."
"Healthcare workforce challenges are evolving. Is your strategy? Learn how to reduce fragmentation and better support your people. “Get ahead of the top healthcare workforce challenges in 2026.” A guide targeted specifically to healthcare-benefits leaders (“What's Weighing on Healthcare Benefits Leaders in 2026”)."
"Are you meeting today's educators' needs? Download the guide to evaluate your mental health benefit. “Improve support for teachers and school staff.” A segment-specific creative speaking directly to schools and the educator burnout crisis."
"Your role in employee health is evolving. Register now for this special rebroadcast from Lyra Breakthrough with United Airlines. Featuring Richard Mayes, Managing Director, Employee Benefits and Wellness, United Airlines. “Hear how United Airlines supports employee mental health.” A marquee customer voice driving registrations."
"Are your clients prepared for the unexpected? Get the guide to help them build a stronger crisis response strategy. “Download the consultant's crisis readiness guide.” A creative aimed not at employers but at the benefits consultants and brokers who advise them — arming the channel."
"How can you create a stronger employee experience? Build mental health awareness, help managers support employees, and strengthen connection, performance and retention. “Discover 4 ways to improve employee experience.” Positioning Lyra as employee-experience infrastructure, not just a point benefit."
"Your managers don't need perfect words. They need a place to start. What to say (and avoid). “Talking About Mental Health at Work: A Guide for Managers.” “Start better mental health conversations with your team.” A practical enablement asset that makes the benefit easier for managers to actually use."
"Whether you're feeling stressed, depressed, or just need a mental refresh, Lyra's mental health experts and tools put better well-being within reach. “Activate your no-cost benefit today.” A warmer, employee-facing creative — driving activation among people who already have the benefit."
"Brighter days call for a brighter mindset. With Lyra, you can access no-cost mental health care with zero waitlists or out-of-network worries. “Claim your no-cost benefit today.” Member activation that leads with the two biggest access frustrations — waitlists and out-of-network cost."
"Your Lyra benefit connects you to fast, no-cost mental health care whenever—and wherever—you need it. “Claim your Lyra benefit today.” A witty, scroll-stopping member creative (a kayaker at sunset) that makes an activation ad feel human."
Ad copy and creatives shown verbatim for commentary and analysis; they belong to Lyra Health (the Lyra Breakthrough webinar features Richard Mayes of United Airlines). All creatives are paid for by Lyra Health, Inc. Captured from the public LinkedIn Ad Library. Lyra is included in the HR & Hiring Tech vertical as an employer-sold People/benefits purchase.
Lyra runs a buyer-facing demand-gen program (HR/benefits leaders) AND an employee member-activation program in parallel, with different tones and CTAs (“download the report” vs “claim your no-cost benefit today”). Selling the deal and driving usage are different jobs — Lyra funds both, because activation is what renews the contract.
The “State of Workforce Mental Health” report becomes a caregiving angle, a complex-care angle, an industry angle, and more. Proprietary research, sliced by audience and theme, gives a near-endless supply of credible, high-intent lead magnets from a single asset.
“Today's healthcare challenges,” “support educators before burnout,” “what's weighing on healthcare benefits leaders.” Industry- and role-specific creatives that speak to one segment's precise reality convert far better than generic “employee mental health” messaging.
A dedicated broker/consultant creative (“help your clients navigate workplace crises — download the consultant's crisis readiness guide”) arms the advisors who influence benefits decisions. In benefits, winning the consultant can win the account.
“Anxiety doesn't care that you're OOO,” “zero waitlists or out-of-network worries.” Lyra invests real creative craft in getting employees to actually use the benefit — because utilization drives outcomes, renewals, and the case studies that fuel the next sale.
We build LinkedIn and paid programs for high-consideration B2B and hr & hiring tech buyers — measured on pipeline, not impressions.
Book a free ad auditAt very high volume (750+ live ads) across two parallel programs. A buyer-facing demand-gen engine targets HR, benefits and People leaders with proprietary research (the “State of Workforce Mental Health” report, sliced into caregiving and complex-care angles), industry- and role-specific guides (healthcare, education, managers), a customer webinar (Lyra Breakthrough with United Airlines), and a broker/consultant channel. A member-activation engine targets employees who already have the benefit, with warmer creative (“Step into a brighter state of mind,” “Anxiety doesn't care that you're OOO”) and a “claim your no-cost benefit today” CTA.
To employers: workforce mental health is a strategic imperative, needs are getting more complex, and Lyra delivers fast, high-quality, in-network care that improves the employee experience and retention. To employees: your Lyra benefit is no-cost, fast (zero waitlists, no out-of-network worries), and available whenever and wherever you need it — so use it.
Because they solve different problems. Buyer ads win and renew the contract; employee-activation ads drive utilization — and utilization is what produces the outcomes, ROI, and case studies (like United Airlines) that justify renewal and win the next employer. Funding both is how a benefits company compounds.
Segment a single product to distinct audiences with distinct tones and CTAs; turn one proprietary research report into a whole franchise of angles; name the buyer's exact industry and role rather than speaking generically; advertise to the channel (brokers/consultants) that influences the deal; and invest as much creative craft in driving usage as in driving acquisition.