Bringing quality mental healthcare to all.




Health & Wellness





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Where we started
Headway is a three sided marketplace serving mental healthcare providers, patients, and insurance companies. Launched in April 2019, Headway powers 300K appointments per month and is rapidly growing — all in pursuit of making mental healthcare more accessible for all.
Headway came to West to reposition the brand from a billing tool for mental healthcare providers to a “practice partner,” therefore driving deeper brand engagement and loyalty between Headway and providers.
At this point, Headway’s business had grown exponentially. To ensure the long-term viability of the business, they were now in need of winning providers’ trust and collaboration around upleveling their practices in adherence to newly rolled-out compliance guidelines.
What we did
West served as special ops for Headway’s brand and marketing, moving quickly over a short 60 day sprint. We supported two main workstreams: 

(1) Compliance roll out to all providers (24,000+ individuals) —  including rollout strategy, content strategy, key messages, and designing an interactive one-page guide for all providers to access relevant, timely information and tools for them to stay compliant and uphold Headway service standards. 

(2) Design and roll out support program for high utilization providers — including detailed provider experience journey mapping, a comprehensive playbook for Headway’s internal team to execute on the roll-out, as well as visual design for key assets needed to uphold Headway’s brand standards in this new programming. 

These two workstreams all needed to be done with strategic, delicate messaging and positioning to promote provider compliance, helping Headway actually build trust during a time that could otherwise cause confusion and backlash.  
Where are they now
Headway’s campaign rollout to its tens of thousands of users was well received by both internal stakeholders and external providers. Soon after the West engagement, Headway was invited to ring the Nasdaq's opening bell in recognition of its commitment to mental health. 

Most recently, Headway closed a $125M Series C with a $1B valuation, led by Spark Capital. Thrive Capital, Accel, Andreessen Horowitz, and Health Care Service Corp also participated in this round.

… HUGE thanks for the West team in partnering with Headway to get this tricky project land. Your flexibility, strategic thinking, and attention to details has been crucial to making this launch possible👏

- Ellen Dong, Head of Design @ Headway

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