189: Communication is the new sales strategy. Viktoria Lindner, Mindsurance

Viktoria Lindner is a former model, psychiatrist, CEO and founder
of digital mental health startup Mindsurance.


Mindsurance is an all-in-one solution for organisations to
streamline their entire employee mental healthcare operations.
They help to analyse employee mental health, find and match the
right care provider, and deal with the bureaucratic parts of
insurance providers.


Improving mental health among employees is essential, also
because absence rates in organisations are increasing from year
to year due to mental health challenges. 


Viktoria is a big believer in the role of communications in
scaling the business: “There is no bad communication. Get
started, and you will become better and better over time. When
you never start, you never give the world the chance to learn
about you and your product.”


She sees it as a key to unlock growth. “How people purchase
products and services has changed.” They don’t want to be flooded
by sales messages. They ignore most inbound. Instead, they want
to educate themselves. When the time is right for them, they come
to you. When that happens, they are ready to buy - unless you
screw it up. 


Her analysis is spot-on. Demand generation is now so much more
powerful than lead generation. That’s why the best companies
focus on pre-suasion and pre-sales through communications. It
creates the demand that makes sales a piece of cake. 


Viktoria decided to strategically position Mindsurance as a safe
space that acts as a guide on an employee’s mental healthcare
journey. To create trust with employees, Mindsurance does not
offer a white-label solution. However, this poses challenges, as
their customers would like to see data to understand what
initiatives are effective, for instance, in decreasing absence
levels.   


   


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