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Case studyGrowth Cab × Tconsulta

53 qualified opportunities with HR leaders for Tconsulta’s employee mental health program

Growth Cab opened conversations with HR directors at companies of every size. It positioned Tconsulta as the way to make workplace wellbeing concrete and measurable.

The pipelinePipeline flow
Employee mental health programFor HR directors and heads of HR Client
  1. 01Target
  2. 02Engage
  3. 03Meet
53 opportunities at 53 companiesTen months of outbound
  • 53 Qualified opportunities with HR leaders
  • 47 With HR directors, CHROs and heads of HR
  • 12 Opportunities in a single month
Tconsulta homepage headline Mental health is not second-class health, above the For your company and For you buttons
FIG. 01Tconsulta’s core belief, in its own words: mental health is not second-class health.

At a glance

Tconsulta
Client
Tconsulta
Sector
Employee mental health
Scope
Buyer personaMessagingTargetingOutbound campaignMeeting booking
Product
Online psychology for employees
Channels
Email and phone
Timeline
Ten months
Growth CabTconsulta
01 /The goal

Turn workplace wellbeing into a program HR can stand behind

The goal was to open conversations with HR leaders at companies of every size. The pitch: Tconsulta is the simplest way to turn workplace wellbeing into a program employees actually use. The online psychology platform comes as part of a company’s welfare program: employees book sessions with licensed psychologists, take self-assessment tests and follow video courses, and the employer sees only aggregated, anonymous reporting.

Many HR directors tell us workplace wellbeing is hard to make concrete. Is it something you are working on?
Core message of the Tconsulta outbound campaign
02 /The execution

From a token initiative to a program employees use

Growth Cab designed and executed a focused outbound campaign. At its center was one peer question to HR leaders: is workplace wellbeing something you are working on, beyond a token initiative? Three pillars carried the strategy.

Step 01

  1. HR leader targeting

    Growth Cab engaged HR directors, CHROs, heads of HR and welfare managers. It started with companies of every size. Then it moved to large enterprises in banking, insurance, manufacturing, retail, pharmaceuticals and transportation.

    1. HR directors
    2. CHROs
    3. Heads of HR
    4. Welfare managers
    Tconsulta T mark surrounded by illustrated employees, including a manager, a retail worker and a call-center agent, and workplace icons such as an office building, a desk, a briefcase and a home
    FIG. 02One program for every kind of employee, wherever they work.
    Contact seniority cards from the Growth Cab campaign dashboard for Tconsulta: 38 HR directors and CHROs, 9 heads of HR and 6 HR and welfare managers
    FIG. 03Meetings by seniority, from the Growth Cab dashboard.
    Output47 of the 53 meetings were with HR directors, CHROs or heads of HR.
Step 02

  1. Wellbeing tied to business pains

    Growth Cab tied wellbeing to numbers HR already owns: talent retention, productivity lost to stress and burnout, and new ESG reporting duties. In those reports, employee mental health counts under the Social pillar. Every touchpoint made wellbeing a business case with numbers behind it.

    1. Talent retention
    2. Productivity lost
    3. Stress and burnout
    4. ESG reporting duties
    Tconsulta program builder question What brought you here, with Turnover and resignations and Workload and burnout selected among four options
    FIG. 04Turnover and burnout, pains HR already owns, are where a Tconsulta program starts.
    Tconsulta program builder result: four modules added from the answers, reading the turnover, a dedicated burnout track, a kickoff and launch campaign and a named point of contact, each with its reason
    FIG. 05Each pain an HR leader names turns into a concrete part of the program.
    Two sourced statistics from Tconsulta's site on the cost of anxiety and depression at work, the global cost of lost productivity and the working days lost each year, each credited to the WHO and the ILO
    FIG. 06The business case behind the pitch, with its sources attached.
    OutputA business case for wellbeing, built on numbers HR already owns.
Step 03

  1. A risk-free first step

    Growth Cab positioned Tconsulta around a low-risk start. The offer: free sessions for employees, no IT integration, a quick launch and pay-per-use pricing for large companies. The meeting itself was a short strategy call on the company’s employee mental health program. Growth Cab’s BDRs ran the outreach by email and phone as part of the Tconsulta team.

    1. Free sessions
    2. No IT integration
    3. Quick launch
    4. Pay-per-use pricing
    Tconsulta panel I represent a company, listing three free consultations per employee, aggregated anonymous reporting only, no IT integration required and extension to family members
    FIG. 07The low-risk first step offered to HR leaders: free sessions for employees and no IT integration.
    OutputA low-risk first meeting HR leaders could say yes to.
03 /The results

53 meetings with the people who own employee wellbeing

The campaign dashboard tracks 53 meetings held in ten months, 12 of them in a single month.

  • 0153unique companies, from mid-sized firms to large enterprises
  • 0238opportunities with HR directors and CHROs, plus 9 with heads of HR, 47 in all
  • 0325+industries, from banking and retail to manufacturing and transportation
  • 043Growth Cab BDRs on the account
Bar chart titled Meetings by Month from the Growth Cab campaign dashboard for Tconsulta, with a peak of 12 meetings in a single month
FIG. 08Meetings held by month, from the Growth Cab campaign dashboard for Tconsulta.
04 /What stays

What Tconsulta owns today

Who runs it todayRun by Growth Cab

What Tconsulta owns

  1. 01A verified list of HR directors, CHROs and heads of HR
  2. 02The email and phone scripts that tie wellbeing to business pains
  3. 03Every opportunity and reply logged in its own CRM
  4. 04The written playbook to sell employee mental health programs with its own team

Key takeaway

When the question is one the buyer is already asking, HR leaders make time for it.

By tying wellbeing to retention, productivity and reporting, Growth Cab helped Tconsulta hold 53 meetings with HR leaders, 47 of them with HR directors, CHROs and heads of HR.

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