The setting
's is a digital mental health platform for employees of customer organizations. It offers assessment, care navigation, therapy, coaching, medication management, crisis support, and specialty care.
A download signals interest in mental health benefits, but does not establish buying intent.
Tomorrow's acquisition send needs a credible prospect audience without excluding benefits buyers who are still researching.
Who you’d be doing this for
“I forwarded the guide to finance, then got an email asking whether we'd considered buying the benefit we already offer.”
Roberto Cruz · Benefits Manager · a character in this brief
An existing employer client whose educational download placed them in the prospect acquisition audience.
What is at stake
An employer acquisition email audience includes 24% customers and nonbuyers. You must weigh cleaner targeting against losing benefits buyers whose research has not yet become a buying conversation.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- eligible reach vs broad engagement
- contact intent vs account certainty
- local campaign changes vs shared automation stability
- clean demand signals vs headline volume
Why Spring Health
Employer benefits content serves both prospective purchasers and existing clients, while the acquisition campaign treats their engagement alike.
Written with these in mind
Not your kind of problem? 29 more at Spring Health, or browse every organization.
Where the organization context comes fromThe postings this brief was written from, and the reporting read before it.
The organization context comes from public information. The situation and characters are written for the brief.
Job postings it was written from
Public descriptions of the work at Spring Health. They are listed as sources, not as openings. The lines under a posting are its own words, where it meets this brief.
- Vice President, Product Marketing (opens in a new tab)
- Conduct thorough market research and competitive analysis to identify opportunities, trends, and potential threats in the mental health sector.
- Champion across our entire organization the voice of the market as it relates to what will attract high value prospects and ultimately grow our business.
- Lifecycle Marketing Lead, Payer (opens in a new tab)
- Design, execute, and optimize multi-channel marketing strategies (email, SMS, push, in-app) that move members through the funnel—from sign-up and onboarding through to ongoing care and health outcomes.
- This is a key individual contributor role focused on engaging members from the moment they sign up—through activation, ongoing care, and sustained mental health improvement.
- Vice President, D2C Growth Marketing (Alma) (opens in a new tab)
- Partner closely with Product, which owns the member funnel and product end-to-end, to keep messaging, targeting, and campaign sequencing tightly aligned with product-led funnel improvements — including continued momentum for HelloAlma.com.
- Build, mentor, and inspire a team of high-performing growth marketers and channel leads focused on acquisition, conversion, and retention.
- AEO & GEO Lead (opens in a new tab)
- This role will span both our B2B and direct-to-consumer businesses, with responsibility for improving how Spring Health is found, understood and cited by the platforms people increasingly use to research, compare and make decisions.
- Build and own Spring Health’s company-wide AEO and GEO strategy, spanning both B2B employer and D2C member audiences.
- Director, Strategic Events and Experiences (opens in a new tab)
- Increase engagement from priority customers, prospects, and senior decision-makers.
- Own the strategy and execution of Tidal, shaping the audience, content, speaker strategy, programming, attendee experience, and commercial goals.
This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.
Where similar work appears
Other live briefs connected to this one, and what connects them.
Similar problems at other organizations
Like this one, each of these turns on committing to a deal before it checks out.
Eligible employees are being missed because campaign audiences are rebuilt manually across HubSpot and Looker.
You decide where the AI's audience recommendation stops and a strategist's judgment starts when a segment could expose sensitive member context.
Paid acquisition is spending 30% of its budget on existing verified customers.
You need to weigh precise exclusions against moving the remaining budget into broader prospecting.
Modeled renewal is 11 points lower for the highest-converting partner-perk audience.
You have to weigh paid-member volume now against membership quality after the campaign commits.
The same setting, from another role
Each is set around Spring Health’s Spring Care, written for a different role. They’re separate briefs, not the same scenario.
Five of 12 employer proposals needed clarification about coverage or included services.
You decide whether AI can draft a requested departure as a flagged option or must leave that clause for the seller to write.
Six employers want purchasing leverage without sharing control of their benefits.
You weigh a repeatable consultant channel against separate negotiations, uneven launch dates, and commitments nobody can make for the buyers.
A $6 million employer agreement now depends on an uncapped access guarantee.
You must weigh preserving the award against signing three years of exposure that the available evidence cannot settle today.