The digital behavioral health space is undergoing a major transformation. Once heavily focused on direct-to-consumer (D2C) outreach, many leading companies are now pivoting toward business-to-business (B2B) strategies—forming relationships with payers, health systems, and employers. However, when it comes to digital behavioral health marketing, industry leaders emphasize that this shift doesn’t require a dramatic overhaul in how these services are promoted.
Take Talkspace (Nasdaq: TALK), for example. Known for its virtual therapy, medication management, and asynchronous messaging services, the company has doubled down on B2B efforts, prioritizing partnerships with enterprises and insurance providers. While this may look like a strategic shift, the heart of their approach remains deeply human.
“It’s not really B2B or D2C, it’s human to human,” said Katelyn Watson, Chief Marketing Officer at Talkspace, during Behavioral Health Business’ Virtual Sales and Marketing Summit. “Whether you’re talking to someone paying out of pocket or using behavioral health benefits, the core message remains the same: quality care, outcomes, and real stories.”
This principle is becoming central to Digital Behavioral Health Marketing. Instead of drawing hard lines between B2B and D2C tactics, marketers are finding success by focusing on the shared needs and values of all stakeholders—patients, HR leaders, CEOs, and insurers alike. For Talkspace, this unified message has helped them scale significantly, with more than 130 million lives now covered through payer partnerships.
Creating Cohesive Campaigns Across Audiences
One of the challenges in Digital Behavioral Health Marketing is developing a message that resonates across various audience segments. Talkspace has tackled this by building out a comprehensive marketing toolkit—something Watson says helps create efficiency and consistency in campaigns. Whether the message is aimed at a health plan executive or an employee seeking help, it reinforces the same core values.
“When we’re talking to an HR leader or organizational owner, the things they care about—quality of care, measurable outcomes—are the same things patients care about,” Watson explained. “We bring it all together in one cohesive campaign.”
Another leader in the space, Ophelia, echoes this approach. The company, which offers digital medication-assisted treatment (MAT) for opioid use disorder (OUD), sees the patient journey as the central driver of all marketing, regardless of channel.
Meeting Patients Where They Are
“For us, it’s not about choosing B2B or D2C—it’s about showing up wherever the patient is,” said Jenni Friedman, Vice President of Marketing at Ophelia. “If they’re in an emergency department (ED) after an overdose, that’s where we need to be. But if they’re doom scrolling on a Sunday night, we need to show up there, too.”
This dual-channel mindset is a hallmark of modern Digital Behavioral Health Marketing. It’s about maintaining flexibility—partnering with health systems and insurers while also maintaining visibility with individuals seeking care on their own. The goal? Ensure that people know where and how to get help, regardless of how they arrive at that decision.
Payer Expectations and the Power of Outcomes
While storytelling and human connection are vital, Digital Behavioral Health Marketing aimed at payers often requires an additional layer: hard data. Payers want to see the clinical impact of digital solutions—and the financial return.
At Ophelia, for instance, outcomes like reduced emergency department visits and improved patient retention are powerful selling points. “We see that when we retain patients and support their recovery, they avoid costly medical crises,” Friedman said. “That directly translates to savings for the payer.”
Talkspace has seen similar success by highlighting metrics that demonstrate both effectiveness and efficiency. “When people are matched with a therapist, over 90% stay with that therapist,” Watson said. “That kind of continuity is rare—and it means fewer costs from switching providers or re-entering the system. The data backs up the outcomes.”
Digital Behavioral Health Marketing in the Future
As more digital behavioral health companies navigate the space between individual care and system-level integration, the future of Digital Behavioral Health Marketing will depend on balance. It’s no longer enough to segment efforts by channel; what matters is developing campaigns that are agile, patient-centered, and outcomes-driven.
That means building B2B relationships that support D2C accessibility. It means leveraging storytelling to build emotional connections while showcasing ROI for business stakeholders. And it means ensuring your marketing is nimble enough to serve both the individual looking for help and the organization trying to provide it.
At its core, Digital Behavioral Health Marketing is about connecting people with the care they need—regardless of whether they find it through an employer, a health plan, or a targeted ad on their phone. As this industry matures, companies that successfully blend these channels will lead the way.
In the end, it’s not just about business models—it’s about people. And the best marketing strategies are the ones that never forget that.
