Tackling Mental Health Stigma, Access is Competitive

Q: What differentiates Cuéntame from other mental wellness platforms and how has this helped you stand out in the digital wellness market?

A: We have three main differentiators. The first is personalization, which is essential because every user is at a different stage of their personal and professional lives. Cuéntame aims to identify and target the unmet needs of individual users and provide them with the right mental health resources. It begins with a brief questionnaire to gauge the well-being of an individual user, their preferred channel to receive resources, preference for individual or community sessions and internet access. The goal is to provide users with a personalized, straightforward treatment plan to facilitate their sustainable, long-term care. 

Second, we measure the effectiveness of the user’s plan for mental well-being from start to finish to ensure that it has had the intended effect. We measure the individual’s progress through an American Psychological Association (APA) survey given at the beginning and end of treatment. The third element is measuring the return on investment for companies through the timely intervention of psychological risks that in turn affect productivity. This is an important measurement, as the Ministry of Labor and Social Welfare (STPS) has started to verify compliance to NOM-035.

The organization is purpose-driven by an ambition to help address and eliminate the barriers to mental health access. Our commitment to this work is reflected in the fact that 70% of our platform users are first-time beneficiaries of mental health services. 

Q: Mental health is still widely stigmatized in Mexico. What role will Cuéntame play in the broader conversation around mental health and wellness? 

A: Mental health is very stigmatized in Mexico, especially away from urban centers, which can be more progressive. Cuéntame plays an active role in normalizing mental health in organizations and beyond by educating leadership, who play an important role in the organization’s approach to mental health. Supporting employees’ mental health in the work environment provides a significant benefit for a company’s productivity, turnover and bottom line.

To contribute to the broader social conversation on mental health, we aim to frame mental well-being as an essential component of a person’s healthcare through workshops, WhatsApp communities and the promotion of best practices. The latter were developed with the aid of CHROs from large companies like Coca-Cola, Scotiabank and Santander. 

Q: As a representative of Mexican startups in the G20 meeting held in India, what did you hope to achieve?

A: Our participation as one of the startups from a developing country, alongside counterparts from India, was driven by a clear purpose. We endeavored to establish comprehensive standards for reporting on crucial aspects such as environment, social and governance (ESG) issues within the realm of social enterprise startups. These guidelines hold utmost significance as startup companies progressively assume a pivotal role in driving economic innovation, fostering growth and generating employment opportunities in emerging economies.

Recognizing the disruptive potential of startups, India, as the current leader of the G20, undertook the historic responsibility of hosting the inaugural startup committee. Looking ahead, Brazil, slated to lead the G20 meeting in two years, followed by South Africa, is expected to sustain this remarkable initiative. To further magnify the influence of startups on national economies, the committee collectively determined the imperative to interconnect financial impact, ESG indicators and stakeholder coordination, with a resolute focus on addressing the most pressing challenges faced by our world.

Q: As Cuéntame strives to achieve unicorn status, what specific short- and medium-term objectives align with this ambitious goal?

A: In the short term, our key objectives encompass a specialized focus on enhancing the well-being of our operational employees, effectively tackling burnout and psychosocial risks within the workplace, and dismantling stigma barriers prevalent in corporate environments. Additionally, we aim to create personalized mental health journeys, tailored to the unique needs of individuals, further augmenting our comprehensive approach.

Looking to the medium term, our strategic vision involves expanding our footprint across dynamic markets such as Colombia, Chile, Peru, and Brazil. By establishing ourselves as a trusted authority in predicting stress levels and mitigating turnover within organizations, we are poised to make a transformative impact. Furthermore, we intend to leverage the power of advanced technologies, including Machine Learning, to proactively identify signs of depression and anxiety among employees, fostering a culture of holistic well-being and support

Cuéntame is a well-being and mental health platform that extends high-quality resources to employees and their families, while providing organizations with indicators to improve.