In this episode, Amit hosts Kurt Heinemann, Head of Marketing at Big Health, a digital therapeutics provider offering non-drug alternatives to mental health care.
Learn more about how Big Health is modernizing the therapeutics industry and the importance of design in an evolving brand.
Transcript:
Mental health. It is as important as our physical health. The problem is that most people who are in need of mental health don’t receive it. For those who are able to get care, 82% are given medication. But medication isn’t always the best option.
XWP has had the pleasure to work with Big Health. They provide a digital therapy app called Daylight, that is proven to assist with anxiety, along with their Sleepio app, that relieves insomnia.
Tonight I have the pleasure to speak with the Head of Marketing of Big Health, Kurt Heinemann. Good evening, and welcome to The XWP Tonight Show.
Good evening, Kurt, welcome to the show!
Kurt
Thank you, great to be here!
Amit
To begin with, can you tell us a bit about Big Health and how it helps people’s mental health without the need for drugs?
Kurt
Sure! And thank you for the opportunity. Big Health has developed safe and effective non-drug alternatives for mental health. We have digital therapeutics—they’re fully automated solutions, they’re backed by gold standard of clinical trials, they’re focused on remission and providing skills for people suffering from mental health conditions to manage their symptoms. There’s basically an over-prescription challenge in the world, particularly as it relates to mental health, and our solutions are an alternative to that that make sure that people have the option of good mental health through a service that teaches and trains them how to get back to a better state.
Amit
It’s fascinating, and this is part of what really drew us to working together with you and we really appreciate the opportunity to speak about this and to have this as something that we share outside. When you came to XWP for a site redesign, your site presented with cartoon-style graphics and cute animations. What was the motivation for change and really why does a company do a site redesign?
Kurt
Sure. When we had first started as a business, we were just one digital therapeutic, and a lot of the website was built off of the thematic that was already in that therapeutic they’re meant to be engaging with the population so they can feel more empathetic and feel engaged and so we use animations as one of the ways that our therapeutics help people. That translated into our brand for a while, but as we’ve expanded our digital therapeutics, our brand became more parental, it wasn’t about a single product, it actually wasn’t about that specific therapeutic. It suddenly was about our broader message about helping millions back to good mental health through our suite of digital therapeutics…so we needed to up-level the brand, turn it into much more of a representation of our clinical credentials. Everything that we’re doing in the marketplace to help people back to good mental health and the cartoons weren’t necessarily the best representation any longer of what we wanted to be.
Amit
It didn’t quite suit the next generation of your brand as an organization. That totally makes sense.
What was your experience working with XWP for both design and development?
Kurt
Yeah, it was great. What we found there’s two core things that I think were a benefit to working with XWP. One was the experience and background they’ve had working with many different solutions. So they’re offering a great creative suite of designers that worked with our creative team to help architect that look and feel but also it was the strength honestly of working with a team that was very well organized and on task. We always felt we understood where the finish line was and how far away it was, which in the world of web development can be a little bit amorphous at times, and we felt that we were winning with that kind of focus on creativity but just as importantly on execution.
Amit
It’s wonderful, and we love it when a project works really well when both sides are really in true partnership and have that same approach and vision, and that really worked well and we appreciate the continued engagement with Big Health… your hosting platform Pantheon—XWP are big fans of Pantheon. How have you found the experience working with Pantheon and their web ops services?
Kurt
They’re fantastic, and interestingly enough the best indication of how good they are is the fact that I rarely have to think about it. So that’s really the benefit of selecting a solution like Pantheon, is the fact that I don’t have staff running to me screaming about problems. It’s really more about the fact that everything’s working fine and I don’t have to know what’s happened to make sure that that continues.
Amit
That’s right… and for yourself you’ve had a very impressive career, driving marketing change, and improving across many interesting organizations. What drew you to Big Health?
Kurt
Well, it’s very simple. It’s the mission of helping millions back to good mental health. There’s very few businesses in the world today where you get out of bed in the morning and instead of saying “Oh, my job is to market or sell another widget of what we produce.” Our job is to wake up every morning and think about how we can actually help millions back more back to good mental health. So when you sign a new client and they become somebody that offers our solutions to their employees as an example, you’ve just exposed all those employees to better ways to get back to good mental health. So it’s a nice way to wake up in the morning and know what you’re doing is going towards a greater good.
Amit
I can see that it would be very rewarding to be part of Big Health and it’s very rewarding for us to be working with you to have had a part in this project and to have a continued engagement.
Kurt, thank you so much for speaking with us today and for the work that we’ve been doing together. XWP loves working with Big Health both in this project and our continued engagement, and everyone, thank you for watching the XWP Tonight Show!
