How Kimberly Breuer Built a Mental Health Platform with 4x Industry-Standard Engagement

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Kimberly Breuer, psychologist and founder of LikeMinded, which recently merged with competitor Nilo Health to become the DACH market leader in B2B mental health solutions. After pivoting from B2C to B2B during the pandemic, Kimberly shares how they've built a scalable mental health platform that achieves remarkable engagement rates and successfully positions clinical expertise in corporate environments. Her insights reveal the nuanced marketing strategies required when selling wellness solutions in an emerging category where awareness varies dramatically by region.

Topics Discussed:

• Market-driven pivot from B2C to B2B mental health services within three weeks
• Regional disparities in mental health adoption (Germany at awareness stage vs. US 10 years ahead)
• Contrasting buyer motives: sick days ROI vs. employer branding benefits
• Achieving 40% activation rates in a category where 3-10% is typical
• Strategic rebranding following competitor merger
• Repositioning clinical expertise for corporate palatability
• Personal brand leverage as a lead generation mechanism