When BetterHelp started testing podcast ads in 2017, they discovered something unexpected: listeners actually felt grateful for their sponsorship messages. Five years and 5 million users later, the world's largest online therapy platform made the leap from advertiser to content creator with "Mind If We Talk," filling a critical gap by combining raw personal stories with clinical feedback in single episodes. Brittany Clevenger, Senior Director of Growth Marketing at BetterHelp, and Emily Rudder, VP of Acast Creative Studios, reveal how their health podcast now averages...
When BetterHelp started testing podcast ads in 2017, they discovered something unexpected: listeners actually felt grateful for their sponsorship messages. Five years and 5 million users later, the world's largest online therapy platform made the leap from advertiser to content creator with "Mind If We Talk," filling a critical gap by combining raw personal stories with clinical feedback in single episodes. Brittany Clevenger, Senior Director of Growth Marketing at BetterHelp, and Emily Rudder, VP of Acast Creative Studios, reveal how their health podcast now averages over 75,000 downloads per episode and earned a Signal Award nomination. They share why audio tactics converted more listeners than Instagram ever could, why masculinity emerged as one of the most searched mental health topics, and why healthcare brands need testing mindsets over perfect plans.
This episode features a recording from the 2025 Health Podcast Summit. Get free access to all 37 sessions here: healthpodcastsummit.com
Chapters
00:00 - Intro
05:39 - BetterHelp's Podcast Growth Journey
07:18 - Advertising Strategies and Attribution Insights
10:05 - Unlocking Podcasting's Global Potential
13:55 - Collaborative Growth in Podcasting
18:43 - Power of Podcasts in Marketing
22:40 - Expanding Access to Mental Wellness
25:43 - Global Advertising in Audio Markets
29:35 - Exploring Struggles with Expert Insight
30:58 - Seasonal Podcast Strategy Insights
34:13 - Foundational Content for Deeper Exploration
40:38 - YouTube Focus for Next Season
41:46 - Data-Driven Health Podcast Success
45:47 - Testing Mindset Transforms Advertising
49:33 - Healthcare Podcasts: Expanding Impact Potential
Resources Mentioned
- BetterHelp - www.betterhelp.com
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Mind If We Talk podcast - BetterHelp's mental health show
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Acast
- Connect with Emily Rudder on LinkedIn: https://www.linkedin.com/in/emily-rudder/
- Connect with Brittany Clevenger on LinkedIn: https://www.linkedin.com/in/brittanyclevenger/
Connect with Dan Kendall
• LinkedIn: https://linkedin.com/in/dankendall
• Instagram: https://instagram.com/healthtechdan
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