LUMEUS - Mental Health App

LUMEUS is a mental health app with a B2C and B2B focus. The app combines scientifically sound content (including a certified stress reduction course and reimbursement logic via health insurance companies) with formats such as guided visualizations and music to support emotional stability, reduced anxiety, and improved concentration. Our role: as a strategic communications and growth partner, we built a system that simultaneously fosters trust, attracts users, and convinces B2B decision-makers.

Our task was to establish a scalable marketing and communications setup that serves two worlds:

B2C: more qualified users, improved activation/retention, and clear seasonal campaigns (e.g., autumn/immune system, Christmas/New Year, Black Friday).

B2B: a predictable lead funnel for HR, clinics, and other key influencers – with clear value proposition, events, and professional materials.

Additionally: Teamwork (small team, limited meeting time), clear processes, and measurable implementation.

How we solved it:

Personas & Journey Architecture: We precisely segmented the target groups (HR Director, junior HR Managers, clinic management/therapists, private users, mothers) and developed clear messages, CTAs, and content formats along the journey.

Content Engine & Editorial System: Development of a two-month content calendar across all core channels (LinkedIn, Instagram including Stories, blog, newsletter) including funnel logic and reusable topic pillars. Seasonal peaks and events were strategically integrated (Mental Health Awareness, World Mental Health Day, Stress Awareness Day, Black Friday, Christmas/New Year, lecture series).


Content Engine & Editorial System: Development of a two-month content calendar across all core channels (LinkedIn, Instagram including Stories, blog, newsletter) including funnel logic and reusable topic pillars. Seasonal peaks and events were strategically integrated (Mental Health Awareness, World Mental Health Day, Stress Awareness Day, Black Friday, Christmas/New Year, lecture series).







































] ❤️ ... Newsletter and CRM logic: Building and maintaining multiple lead and customer segments (including B2B leads, clinic lists, event lists, app users, and campaign batches) as the foundation for targeted flows, reminders, and sales communication.

Event communication as a growth channel: Conceptualizing and communicating events as a trust and lead generator (e.g., press/HR events in Vienna, lectures, breakfast formats), including invitation logic, messaging, and follow-up structure.

Performance-driven creative work: Testing approaches for paid social media ads (e.g., multiple variations for the same campaign, clear target group targeting such as mothers of hyperactive children in the DACH region) and optimizing the hook/creative/copy based on learnings.


Operational setup for a small team: Clear role logic (CEO, Marketing Manager, Psychologist for content, newsletter, graphics, social media) and processes that work with minimal meetings: Guidelines, templates, approval paths, priority plan.