The news: Telemental health unicorns Headspace and Ginger are merging into a combined entity: Headspace Health. Their combined reach will cover around 100 million users across 190 countries.
What this means: Headspace Health will be able to quickly go beyond Headspace’s D2C model and expand into the employer market.
How we got here: Both Headspace and Ginger have been in hyper-growth mode over the last year—so it makes sense that they’re joining their strengths to create a telemental health giant.
Ginger secured major partnerships with employer health benefits platform Accolade and digital pharmacy co Capsule to develop inroads with employers and integrate seamless prescription delivery into their services. To add, this year alone, Ginger partnered with insurers Cigna and AmeriHealth, which broadened its potential pool of users by nearly 20 million.
Headspace’s marketing was key to its branding strategy and D2C growth. It’s cultivated creative partnerships with entertainment companies (like Netflix and Spotify), major airlines like JetBlue, United, and Delta, Amazon, Google, the NBA, and mattress company Casper. This has allowed Headspace to engrave its market presence and nab a wide range of consumers.
The Headspace and Ginger playbook: The digital mental health space is booming as demand for mental healthcare climbs—but there’s more to a digital mental health app’s success than simply operating in a hot market.
Headspace and Ginger strategically built robust research that backed and informed their digital mental health products—something smaller entrants will have to keep in mind to sustain relevance.
Why can a strong research base fuel a mental health platform’s adoption rates? Employers are antsier than ever to offer mental health benefits to their employees—but only if the benefits hold promise to produce positive mental health outcomes.
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