According to the National Mental Health Survey of India, it is projected that 1 in 7 Indians is going to suffer from some form of Mental Health Disorder with a significant treatment gap. It is also reported that around 80% of people who experience symptoms struggle to avail proper care, treatment, or diagnosis posing a large burden on India's Healthcare system.

Mindpeers has 22,000+ active users and their business model is B2C & B2B2C. For this project, we are going to focus on Engagement & Retention Strategies for their B2C model.

Core Value Proposition

To make AI-Backed, Tech-Driven Mental Health tools & Therapy accessible and affordable to everyone.

How is the Core Value Prop experienced?

• Completing clinically validated assessments on the app and revealing how issues like gut health directly impact your emotional well-being.
  
• Access virtual therapy from the comfort of your home, complemented by daily mood tracking that helps you stay aware and in charge
  
• Log your daily mood, sleep, mensuration cycle, stress levels, and other symptoms into patterns that help you and your therapist make informed choices about your mental wellness through data-driven insights on the app.
  
• Journalling in your private in-app diary can help you express difficult emotions and bridge therapy sessions with daily reflection. On days you find it difficult to express, guided prompts can help put structure to your scattered/intense thoughts.
  
• Combine professional therapy with self-monitoring tools to create a comprehensive care approach that adapts to your unique mind-body connection.

Natural Frequency of the Core Value Prop

• Casual Users - Once a month
• Core Users - 4 times a month
• Power Users - 8 times a month

Sub-Products

Engagement Framework for the product

Primary Framework: Depth of Engagement

Reasoning:

The core service of MindPeers is therapy sessions, which are essential for users seeking mental health support. It is to be noted that there is a natural ceiling associated with the number of sessions a user can take.

However, it’s crucial to provide a holistic & continuous support system outside of these sessions to reinforce and maximize their impact. Hence, it is important to understand how users interact with sub-features of the product - thereby making "Depth of Engagement" the primary framework.

• For all user segments—core, power, and casual users—therapy remains the primary draw. While additional features exist and are used regularly, but they currently lack the interconnectedness necessary to fully support the app’s intended Jobs To Be Done (JTBD).
  
• Users recognize these features but don’t perceive them as indispensable, meaning they don’t feel a significant loss if they don’t engage with them.
  
  
  IN A NUTSHELL 👇
  
• By focusing on depth of engagement, we can ensure that these supplementary features become an integral part of the user’s mental health journey.
  
• This approach will not only enhance the perceived value of these features but also create a more cohesive, engaging, and impactful experience, ultimately helping users achieve better mental well-being beyond therapy sessions alone.

Secondary Framework: Frequency of Engagement

Reasoning:

The frequency of Therapy sessions helps us understand why users take sessions and how deeply it impacts their wellness journey.

• Being a therapy-first platform, therapy sessions are the strongest indicator of sustained engagement and retention
  
• Users who book sessions frequently see the app as an integral part of their well-being, while those with fewer sessions may rely more on self-guided tools and community features.

Define - Active User (D2C)

Source - Impact Report published by Mindpeers in December'24

• Active users - 22,000+
• App downloads - 36,492+
• Therapy Sessions Completed - 28,280+
• Client Retention - 74%
• Unique Therapy Clients - 13,444+

Actions of active users

Actions that make someone an active user of the product:

• Therapy Engagement – The user has completed at least one therapy session within the last 30 days.
  
• Community Interaction – The user has actively participated in support groups for a minimum of 6-8 hours over the last month.
  

Natural Frequency

• Therapy-First Users may engage less with in-app tools since therapists assign personalized worksheets for ongoing self-work, reducing reliance on digital features.
  
• Event-driven usage - engagement with sub-features (like educational content, self-assessments, or mood trackers) fluctuates based on life events. For instance, users facing stress triggers (e.g., an acne flare-up) may actively explore mental-physical health connections, whereas others may not engage as frequently during more stable periods.
  
• Depth Over Frequency: For power users, engagement isn't solely about how often they use features but how deeply they interact with them when needed.

In this section, we're going to segment active users based on:

A) Frequency

Why are we segmenting users based on their frequency of the product usage?

At its core, Mindpeers follows a therapy-first model for all user segments—casual, core, and power users. However, the time spent on in-app self-help tools is (mostly) inversely proportional to the number of therapy sessions a user attends. This is because therapists assign personalized worksheets for self-work between sessions, reducing the need for additional in-app exercises.

By segmenting users based on their therapy frequency, we can:

• Identify how different user groups perceive and engage with sub-features as their therapy usage fluctuates.
  
• Tailor the feature experience to complement their therapy journey rather than compete with it.
  
• Ensure that non-therapy users still find meaningful engagement through support groups, content, and interactive tools.
  

This segmentation helps in optimizing engagement strategies, personalization, and long-term retention.

A)Frequency based segmentation

B) Feature based

Why are we segmenting users based on features they use?

• Therapy is the primary driver for all user segments, but the use of sub-features varies based on session frequency.
  
• Users with frequent therapy sessions rely less on in-app tools due to therapist-assigned worksheets (excluding power users who engage in high-value sub-features like art-therapy, offline events, guided challenges to improve mental fitness).
  
• Users with fewer sessions or no therapy engagement depend more on community support, self-help tools, and educational content.
  
• By segmenting feature engagement, we can ensure users receive relevant support based on their therapy habits.
  
• Feature-based segmentation allows Personalized & Targeted Engagement strategies

B) Feature-based Segmentation

ICP Deep-Dive 🧘‍♀️

Customer Journey Mapping

{About Power users - Highest frequency of sessions = High revenue generators

🪄 They bring highest referrals, and have the strongest WOM

🪄 Early adopter of new features & are emotionally invested in app-tools & support channels

🪄Believe in the company's vision and enjoy experiencing the CVP to the fullest

🪄 USP - They don't have many alternatives thereby low risk churn

🪄High Retention - Mindpeers has created a community-led brand & our champion users have grown a strong liking towards their initiatives}

Engagement Campaigns

📌1️⃣ Campaign: Guided Therapy Sessions (Casual - Core)

💪 Goal - To convert casual user to core user

📢 Channel: Email + In-App Nudges + WhatsApp Reminders

🎯 Pitch: "Therapy isn’t just a release—it’s a journey to understanding yourself. Let’s go beyond to build a safe space for ourselves."

🎁 Offer:

• Personalized 3-Session Plan with structured focus areas as per the user's need. For example,
  
  ▶️ Session 1: Learn to prioritize your well-being
  ▶️Session 2: Recognizing Your Needs
  ▶️Session 3: Setting Boundaries & Finding Stability
  
• Discount on booking a 3-session plan
• Access to a mini-guide on boundary-setting & self-awareness after the second session.
  

📅 Frequency: 3 nudges per session cycle (before the next session is due).

⏳ Timing:

• 3-5 days after first session: "Let’s continue the progress—your therapist recommends X topic next."
• 10 days later: "Feeling lost again? Book your next session and take charge."
• Last week of the month: "Complete your Clarity Series — final session awaits!"
  

📊 Success Metric:
✅ Increase in second-session bookings within 14 days
✅ Higher retention in structured therapy plans (3+ sessions completed)

📌 2️⃣ Campaign: Community-Driven Engagement (Casual - Core)

💪 Goal - To convert casual user to core

📢 Channel: Support Groups + In-App Events + SMS/Push Notifications

🎯 Pitch: "You’re not alone in feeling misunderstood. Join a safe space where others like you share and heal together—with expert guidance."

🎁 Offer:

• Therapist-led support circle (weekly small-group discussion) FREE for users who book a session within the next 10 days.
• Users who complete 5 therapy sessions in 2 months unlock an exclusive Q&A with therapists on “How to Build Emotional Clarity.”
  

📅 Frequency:

• Weekly group engagement prompts (discussion questions, polls, therapist insights)
  
• Bi-weekly personal nudges for session rebooking:
  👉Example: "Your last session was on X. Many users in your situation found continued therapy helpful. Ready for the next step?"
  

⏳ Timing:

• Mid-month check-in: "How are you feeling this month? Let’s work on that together."
• End-of-month urgency: "Aanchal just opened up 6 slots for the month! Secure your session before X date."
  

📊 Success Metric:
✅ Increase in session bookings post-group participation
✅ Improved therapy retention rate (users moving from 1 session to 2-3 per month)

📌 3️⃣ Campaign: Personalized Self-Tracking (Core-Power)

💪 Goal - To convert casual user to core by increasing session frequency by integrating self help tools into their routine & reinforcing the value of achieving holistic healing.

📢 Channel: Email + In-App Nudges + Push Notifications

🎯 Pitch: "Therapy helps you grow—tracking your patterns accelerates that growth. Unlock deeper self-awareness with guided insights."

🎁 Offer:

• Personalized Therapy Plan:
  ➡️ After every therapy session, users get a customized self-tracking prompt (mood tracker, journaling exercise, behavior reflection).
  ➡️If users track consistently for 2 weeks, they unlock a free 15-min check-in session with their therapist.
  
• Exclusive self-insight report after 1 month of consistent tracking (summarizing mood/behavior patterns).
  

📅 Frequency:

• After every session: Nudge to track moods/thoughts.
• Mid-month check-in: “You’ve completed X sessions— Reflect on your growth so far.”
• End-of-month insight drop: “Your journey so far—how self-awareness is shaping your therapy results.”
  

⏳ Timing:

• Within 24 hours post-session: “Keep your momentum going—record today’s insights.”
• 7 days later: “Spot any patterns yet? Let’s reflect before your next session.”
  

📊 Success Metric:
✅ Increase in self-tracking tool usage
✅ Higher session retention (users staying at 4+ sessions/month)

📌 4️⃣ Framework: Holistic Healing (Core-Power)

💪 Goal - To convert casual user to core by increasing session frequency by integrating self help tools into their routine & reinforcing the value of achieving holistic healing.

📢 Channel: Support Groups + SMS/Push Notifications + App Dashboard

🎯 Pitch: "Therapy is powerful, but tracking your daily habits helps your mind and body align. Join a 4-week challenge to unlock deeper healing."

🎁 Offer:

• 30-Day Holistic Healing Challenge:
  
  ➡️ Users get a weekly personalized challenge (e.g., tracking mood, food, sleep, energy levels).
  ➡️ Completing 3 out of 4 weeks unlocks an exclusive therapist-led workshop on “Understanding Your Emotional Patterns.”
  
• Leaderboards & Social Proof: Users who engage the most get featured in a “Mindpeers Progress Circle” for inspiration.
  

📅 Frequency:

• Weekly check-ins: New tracking challenge + therapist insights.
• Bi-weekly motivation nudges: “Users who track their moods see 30% better therapy outcomes—ready to give it a shot?”
  

⏳ Timing:

• Monday Motivation Nudge: “New week, new insight—track your habits today.”
• Thursday Progress Check: “How’s your week going? See what your patterns reveal.”
  

📊 Success Metric:
✅ Increased adoption of self-help tools (tracking, journaling, habit tracking)
✅ Higher user engagement in therapist-led community events

📌 5️⃣Framework: The Deep Work Club (Exclusive Power User Experience)

💪 Goal - To reinforce consistency and session frequency of power users thereby maintaining their champion status.

📢 Channel: In-App Challenges + Therapist-Led Events + Community Support

🎯 Pitch: "You’ve built emotional independence—now take it to the next level. Join a select group of users who practice deep self-work."

🎁 Offer:

• Exclusive Membership: Users who maintain 4+ therapy sessions + consistent self-work (tools & tracking) for 2 months gain access to:
  
  ➡️ Monthly intimate therapist-led group coaching on advanced topics.
  ➡️ Priority booking slots for their favorite therapists.
  ➡️ Invite-only offline meetups for deep peer connections.
  
• Gamification: Users earn badges for tracking consistency & session milestones that unlock special content + therapist Q&As.
  

📅 Frequency:

• Weekly engagement challenge: “Track your moods 3 times this week to unlock a guided reflection session.”
• Monthly power-user call: Therapist-led session for engaged users.
• Milestone unlocks: “You’ve hit 5 sessions this month—get early access to our next expert workshop!”
  

⏳ Timing:

• Mid-month: “You’re close to unlocking the Deep Work Club—keep going!”
• Post-session: “Your insights are shaping your growth—log them now to track your progress.”
  

📊 Success Metric:
✅ More power users booking 5+ therapy sessions/month
✅ Increased participation in community events & group therapy

A) Understand

Bird's eye view

1. What Mindpeer's Retention Rate?
   
   📌 As per Mindpeer's 2024 Impact report, their retention rate for B2C model is 74% through their app with 22,000+ active users and 13,444 unique therapy clients on the platform.
   

2. At what time does the retention curve flatten?

Assumption Overview

• Active Users: 22,000
• Retention Rate: 74% after ~180 days
• Retention Pattern:
  - First 60 Days: This phase will have a steeper decline as users who are less engaged tend to drop off.
  - Post-60 Days: The retention rate flattens as the remaining users are more likely to stay engaged.

Microscopic View

B) Define

1. Top Reasons for Churn

2. Negative actions
   

• Low NPS/CSAT scores
  → What & Why? The user is dissatisfied with their therapist, and has voiced the same through NPS/CSAT scores via feedback surveys
  → Impact on business: Negative WoM, negative reviews, loss of trust
  
• Reduced session frequency
  → What & Why? The user has found better alternatives in terms of quality/pricing/service.
  → Impact on business: Lower revenue
  
• Existing support groups on WhatsApp
  → What & Why? The user is not interested in engaging with their peers or sharing experiences with the community
  → Impact on business: Lowering commitment, loss of an engaged member
  
• Not opening test results/personalized insights
  → What & Why? The user has lost trust and does not see value in these test results
  → Impact on business: Losing data on users as they begin to dis-engage
  
• Disabling Push Notifications
  → What & Why? The user is not interested in receiving communication from the brand and finds it spam
  → Impact on business: Reducing app opens

Resurrection Campaigns

Campaign 1 - Lack of Progress or Motivation to Put in the Work

• Segmentation: Core & Casual Users
  
• Pitch/Content: “Stuck in a Rut? Let’s Break the Cycle Together.” {Personalized emails highlighting success stories of users who felt the same but saw progress with small changes}
  
• Offer: A free 15-minute progress review call with a senior therapist to reassess goals + a customized self-help toolkit.
  
• Frequency & Timing:
  
  ➡️ Initial email + app notification
  ➡️Follow-up after 3 days
  ➡️Final reminder after 7 days
  
• Success Metrics: Rebooked therapy sessions within 14 days, click-through rate (CTR) on emails, completion rate of the progress review call.

Campaign 2 - Therapist Mismatch

• Segmentation: Core & Casual Users
  
• Pitch/Content: “Not the Right Fit? Let’s Find Your Perfect Match.” {Acknowledging that therapy is personal and offering a solution instead of dismissing the issue.}
  
• Offer: One free trial session with a new therapist of their choice, based on a quick reassessment quiz to match preferences.
  
• Frequency & Timing:
  ➡️ Immediate email & in-app message after churn trigger
  ➡️ Follow-up email after 5 days with testimonials about successful therapist switches
  
• Success Metrics: Therapist reassignment rate, trial session booking rate, retention after the new therapist assignment.

Campaign 3 - Lack of Awareness/Education About the Product

• Segmentation: Casual Users
  
• Pitch/Content: “Did You Know Mindpeers Can Do This for You?” Interactive content showcasing underused features like support groups, cogni art, and self-help tools.
  
• Offer: A 7-day mental fitness challenge with daily nudges using different product features, offering a community spotlight upon completion.
  
• Frequency & Timing:
  ➡️Kick-off email + daily app notifications for 7 days
  ➡️Wrap-up email summarizing their activity and inviting them to book a session
  
• Success Metrics: Challenge completion rates, reactivation of dormant features, therapy bookings post-challenge.

Campaign 4 - Scheduling Constraints (Limited Weekend Availability)

• Segmentation: Power & Core Users with busy schedules
  
• Pitch/Content: “Flexible Support When You Need It Most.” Emphasize asynchronous options, including recorded mindfulness sessions, weekend support groups, or messaging-based check-ins.
  
• Offer: Priority booking for early morning/evening slots + exclusive weekend workshops for mental wellness.
  
• Frequency & Timing:
  
  ➡️ First communication on Thursday (when weekend planning happens)
  ➡️ Reminder on Saturday morning for last-minute sign-ups
  
• Success Metrics: Weekend session attendance rates, usage of flexible support features, reduction in churn from scheduling issues.

Campaign 5 - Scheduling Constraints (Limited Weekend Availability)

• Segmentation of User Type: Core & Casual Users (most sensitive to cost vs. value perception)
  
• Pitch/Content: “Your Growth Is The Most Prized Possession” — Highlight personal progress made in therapy, even subtle wins, with data-driven insights (e.g., mood tracking improvements, session milestones). Reinforce the value of continued support with real user testimonials.
  
• Offer: Limited-time discount on therapy packages (e.g., “Get 2 sessions free when you book 4”) or flexible payment plans to ease financial concerns.
  
• Frequency and Timing:
  
  ➡️First outreach: Within 1 week of churn detection
  ➡️ Follow-ups: At 2-week intervals (max 3 follow-ups with varied content: video testimonials, progress summaries, personalized notes from therapists)
  
• Success Metrics:
  
  ➡️Re-subscription/re-booking rate
  ➡️Email open & click-through rates
  ➡️Conversion rate from personalized progress emails