Building Mosaic Health's thought leadership content engine

Mosaic Health is a digital health platform that helps mid-size employers manage employee mental health benefits. They had a genuinely good product, strong retention numbers, and almost no name recognition in the enterprise HR market they were targeting.

The challenge

Enterprise sales cycles in digital health are long. A typical deal from first contact to signed contract takes six to nine months. In that time, the buyer is doing research, building an internal case, talking to references. What Mosaic needed was to already be known — to be a name that enterprise HR leaders had heard before the sales team got to them.

The challenge was that their founders were engineers and clinicians, not marketers. They had no content team and no one who had done this before.

The programme we built

We designed a twelve-month content engagement with three components.

Research reports: Two original research reports per year, built around survey data from Mosaic's existing customer base. The findings were genuinely interesting (one report showed that the ROI of mental health benefits was measurable within six months, with a methodology that held up to scrutiny), and the reports became the primary sales leave-behind for the next eighteen months.

LinkedIn thought leadership: A weekly LinkedIn programme for two of the three founders — one post each, drafted by us and edited by them. The goal was a visible, consistent presence that communicated expertise without being promotional.

Long-form case studies: Quarterly case studies on specific customer outcomes. These were offered to enterprise prospects as references before they'd agreed to a reference call, shortening the evaluation cycle.

Twelve months later

Mosaic's Series A closed at twice the valuation the team had been modeling. The investors cited market credibility as a factor. Three enterprise accounts credited the research reports as the reason they'd shortlisted Mosaic before a sales contact had reached them.