Rula growth playbook

Publish a single facts page: plans in network, providers, specialties, average copay, people with in-network access, outcome figures (76% within 8 sessions, 93% feel better), each with the date and how it is counted, plus Organization and Dataset structured data. Then replace the hard-coded numbers in the Storyblok templates with one shared source so they change together.

The new Director of Organic Growth is asked for "enterprise-grade structured data" and "share-of-voice in zero-click environments". Consistent, dated facts are the cheapest version of both, and they also stop a health plan buyer from finding two numbers in one sales cycle.

• Outcome figures read as medical claims

  Clinical and legal review of the wording, with the measure (PHQ-9, GAD-7) named.

• Numbers go stale again

  One data source and a quarterly owner.

• Your websiteThe same facts differ between pages: the cost page says "100+ insurance plans accepted", "170M+ people have access" and a "$15 average copay"; the homepage says 120+ plans; the employer test page says 170+ plans; the EAP page says "15K+ in-network providers" while partner pages say "21,000+ licensed mental health providers"; partner pages say patients filter by "93 different specialties" while the PCP page says "over 180 clinical specialties"; the health plan page says "76% of Rula patients show meaningful improvement within 8 sessions".Source
• Your websiteHomepage: "Find your therapist, covered by insurance"; "In-network with 120+ plans nationwide"; "97% match satisfaction"; "98% make progress"; Trustpilot "Excellent 4.6 out of 5"; the six featured "Unprompted review via Trustpilot" quotes are dated November 4 to 15, 2025.Source
• HiringDirector of Organic Growth - SEO | AEO (remote, $189K to $220K plus bonus), reporting to the Head of Brand & Integrated Marketing: owns the multi-year roadmap and revenue impact of organic search and Answer Engine Optimization "as a cohesive growth engine", for patients and providers; names "a generational paradigm shift from legacy SEO to AI-mediated discovery — including LLMs, AI Overviews, and conversational search", "enterprise-grade structured data" and "share-of-voice in zero-click environments", co-owned with Engineering, Product and Design.Source

Turn the current file into a written policy: which bots may read the directory and provider pages (answer-engine retrieval) and which may not (model training), reviewed by legal and the provider team. Then name the allowed bots explicitly, check server logs for their visits, and recheck every quarter as new crawler names appear.

The directory pages (26,868 provider profiles, insurer and state pages) are exactly what a person asking an assistant "find a therapist in Chicago who takes Aetna" needs. An accidental block would quietly remove Rula from those answers; a deliberate allow keeps them.

• A retrieval bot is also used for training

  Follow each company's published crawler documentation and revisit when it changes.

• Provider objections

  Offer an opt-out per profile.

• Your websiterobots.txt groups GPTBot, ClaudeBot, anthropic-ai, CCBot, Google-Extended, Amazonbot, Amzn-SearchBot and Baiduspider and disallows /therapists/, /therapy/, /psychiatrists/ and /providers/ for them; answer-engine search crawlers such as OAI-SearchBot, ChatGPT-User, PerplexityBot and Claude-SearchBot are not named, so they fall under the general rule that allows the whole site.Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source
• HiringDirector of Organic Growth - SEO | AEO (remote, $189K to $220K plus bonus), reporting to the Head of Brand & Integrated Marketing: owns the multi-year roadmap and revenue impact of organic search and Answer Engine Optimization "as a cohesive growth engine", for patients and providers; names "a generational paradigm shift from legacy SEO to AI-mediated discovery — including LLMs, AI Overviews, and conversational search", "enterprise-grade structured data" and "share-of-voice in zero-click environments", co-owned with Engineering, Product and Design.Source

List every tag, pixel and offline conversion upload on the funnel, and what fields each sends. Replace anything that reveals a condition, a service line tied to a person, or questionnaire answers with coarse value bands (for example, LTV tier A, B, C) computed server-side, then document it for legal.

The new specialist is hired for value-based bidding; doing the audit first means the program scales on signals Rula can defend, and value bands usually work as well for bidding as exact values.

• Bidding gets worse with coarser values

  Test on one campaign group before switching all.

• Tags added later bypass the rules

  Tag manager approvals by the paid lead.

• HiringSr. Paid Search Specialist (remote, $108K to $125K): runs day to day a paid search program described as "one of the largest in the mental health space" across therapy and psychiatry, optimized for patient starts and lifetime value; asks for experience at "$20M+ annual spend", value-based bidding (tROAS, Smart Bidding value rules), Google and Microsoft Ads and LTV-based frameworks; reports to the Director of Patient Performance Marketing.Source
• FTCIn 2023 the FTC finalized an order requiring BetterHelp to pay $7.8 million and banning it from sharing consumers' health data for advertising, after alleging it sent email addresses, IP addresses and health questionnaire answers to Facebook, Snapchat, Criteo and Pinterest.Source
• HiringDirector of B2B Employer Marketing (remote, $189K to $220K plus bonus): moves the Activation Marketing team "from a content-production focus to an intelligence-gathering and multiplier engine"; owns marketing-attributable patient starts from commercial referral audiences (health plans, employers and primary care providers), attribution criteria, A/B and multivariate tests, incrementality tests against holdouts, and automation of campaigns with AI agents.Source

Add noindex or a canonical to /partnerships-employers/, drop them from the sitemap, and add a sitemap rule that excludes any slug containing "test". If the retail pitch is worth keeping, launch it as /partnerships-employers/retail/ with its own title and proof.

Clean index coverage is the first thing an organic lead checks, and the retail angle (associates who are not at a desk) is a real segment worth its own page once finished.

• Someone links the test page in a deck

  The canonical sends them to the real page.

• Your websiteTwo test pages, /partnerships-employers-retailers_test3/ and _test4/ (updated October 16, 2026), are listed in the sitemap with robots "index, follow". They hold a retail employer pitch, "Help your retail teams access in-network mental health care" and "Built for associates who don't always work at a desk", with co-branded welcome emails, break-room flyers and swag, and say "In-network with 170+ plans".Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source
• HiringDirector of B2B Employer Marketing (remote, $189K to $220K plus bonus): moves the Activation Marketing team "from a content-production focus to an intelligence-gathering and multiplier engine"; owns marketing-attributable patient starts from commercial referral audiences (health plans, employers and primary care providers), attribution criteria, A/B and multivariate tests, incrementality tests against holdouts, and automation of campaigns with AI agents.Source

Use Trustpilot's live widget or a monthly job that pulls the latest four- and five-star reviews mentioning a match, insurance or billing, with dates shown; keep the 4.6 rating line, and add the same block to insurer pages.

Freshness is a trust signal, and the reviews that mention insurance answer the main doubt of someone arriving from "therapist who takes Aetna".

• A recent review is negative

  Show the overall rating honestly; filter only by topic and stars.

• Your websiteHomepage: "Find your therapist, covered by insurance"; "In-network with 120+ plans nationwide"; "97% match satisfaction"; "98% make progress"; Trustpilot "Excellent 4.6 out of 5"; the six featured "Unprompted review via Trustpilot" quotes are dated November 4 to 15, 2025.Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source

Write the rules every publisher accepts: approved claims and copy, no condition-based targeting or retargeting, required disclosures, no brand bidding, how the free first session (as on the Therapy in a Pint page) may be described, and the audit and payout clawback when rules are broken.

A clear rulebook makes recruiting faster (publishers know the terms) and auditing simpler, and it turns the creator partnership that already works into a template.

[ ] Only approved claims: in-network therapy and psychiatry, average copay as stated on rula.com, dated outcome figures
[ ] No targeting or retargeting by condition, symptom or medication
[ ] No "free therapy" unless the offer page says so (EAP, partner first session)
[ ] Affiliate disclosure on every placement
[ ] No bidding on Rula brand terms
[ ] No incentivised sign-ups
[ ] Monthly creative audit; clawback on violations

• Top publishers push back

  Phase in with a grace period and better payouts for clean traffic.

• HiringSr. Affiliate Marketing Manager (remote, $152K to $177K): owns the affiliate channel end to end ("a critical channel for Rula's patient marketing team"): investment, publishers, forecasting and the patient journey, with an Affiliate Specialist, a contractor and virtual assistants; recruits and grows publishers and safeguards "channel integrity through disciplined compliance and fraud/quality auditing"; Impact or an equivalent network.Source
• Your websiteA creator partnership page, /therapy-in-a-pint/: "Your first session is on us", a free first session with terms linked; it is the only partner-branded offer page in the marketing sitemap besides the Optum Care Mission Hills page.Source
• FTCIn 2023 the FTC finalized an order requiring BetterHelp to pay $7.8 million and banning it from sharing consumers' health data for advertising, after alleging it sent email addresses, IP addresses and health questionnaire answers to Facebook, Snapchat, Criteo and Pinterest.Source

Put the kit in the portal: welcome email templates, flyers and posters with a QR code per location or department, a manager talking-points sheet, a calendar of reminder moments (open enrollment, Mental Health Awareness Month), and a dashboard of starts by QR code.

Utilization is the whole sale for an employer that pays nothing extra, and the 19% benefit use figure Rula cites is the problem the kit solves. Tracking starts by code also gives the employer marketing team the per-channel data it is asked to build.

Subject: Therapy that takes your insurance, booked in minutes

Hi {first_name},

{employer} works with Rula so you can see a licensed therapist or psychiatric clinician covered by your health plan. Most people pay about $15 a session with insurance, and you can be seen as soon as tomorrow.

Find someone who fits you: {qr_link}

Your employer never sees who uses Rula or why.

{hr_contact}

• Employees fear the employer sees who uses therapy

  Report only totals above a minimum count, and say so on every poster.

• HiringEngineering hires inside Partnerships: a Staff Software Engineer for Referrals & Conversions ("scalable referral pathways for partners and referral-centric patient experiences") and a Sr. Software Engineer for EAP/Employer, who builds the Employer Portal that "lets HR and benefits leaders launch awareness campaigns, manage rollouts, and track utilization", and the EAP flows for "free, pre-authorized care".Source
• Your websiteTwo test pages, /partnerships-employers-retailers_test3/ and _test4/ (updated October 16, 2026), are listed in the sitemap with robots "index, follow". They hold a retail employer pitch, "Help your retail teams access in-network mental health care" and "Built for associates who don't always work at a desk", with co-branded welcome emails, break-room flyers and swag, and say "In-network with 170+ plans".Source
• Your websiteEmployer page: "No sign-up, implementation, or usage fees for employers. Out of pocket costs average $15/session"; "64% of employees struggle with mental health, but only 19% use their company's mental health benefits (OneMedical, 2023)"; employers get a branded webpage for employee scheduling; the three case studies are dated June and July 2025, including "Swift, Easy Behavioral Health Referrals with Optum Care".Source
• HiringDirector of B2B Employer Marketing (remote, $189K to $220K plus bonus): moves the Activation Marketing team "from a content-production focus to an intelligence-gathering and multiplier engine"; owns marketing-attributable patient starts from commercial referral audiences (health plans, employers and primary care providers), attribution criteria, A/B and multivariate tests, incrementality tests against holdouts, and automation of campaigns with AI agents.Source

Every new practice gets the same first 30 days: exam-room QR cards and a one-page referral sheet for the front desk, the referral link set up in the EHR or fax workflow, a check-in at day 7, and a monthly report of referrals, matches and first appointments that the AE reviews in person.

Physicians keep referring when they see their patients were seen quickly; Rula already promises next-day appointments and "care coordination that keeps you informed". The report makes that promise visible and gives the AE a reason to return.

• Referral data is health information

  Share counts with the practice through approved channels; details only as allowed for treatment.

• HiringSr. Regional Sales Manager - Healthcare (California, $217K to $257K with bonus, about 50% travel): leads Account Executives "who work directly inside medical practices across the Western United States, turning provider interest into real referral partnerships"; the job is "ensuring that every signed practice becomes an active one"; reports to the Director of Provider Group Sales.Source
• HiringEngineering hires inside Partnerships: a Staff Software Engineer for Referrals & Conversions ("scalable referral pathways for partners and referral-centric patient experiences") and a Sr. Software Engineer for EAP/Employer, who builds the Employer Portal that "lets HR and benefits leaders launch awareness campaigns, manage rollouts, and track utilization", and the EAP flows for "free, pre-authorized care".Source
• Your websiteEmployer page: "No sign-up, implementation, or usage fees for employers. Out of pocket costs average $15/session"; "64% of employees struggle with mental health, but only 19% use their company's mental health benefits (OneMedical, 2023)"; employers get a branded webpage for employee scheduling; the three case studies are dated June and July 2025, including "Swift, Easy Behavioral Health Referrals with Optum Care".Source

One page and a short model: what an employer of 2,000 pays today for behavioral health (EAP fee plus claims), what Rula adds (no fee, in-network claims at contracted rates), utilization and outcomes assumptions with sources, and the questions a consultant must answer for a self-funded versus fully insured client.

Consultants recommend vendors that make their own analysis easy. A model they can reuse with each client spreads Rula without a Rula seller in the room.

• Assumptions get challenged

  Make every input editable and show the source.

• HiringBusiness Development Manager - Consultants & Health Plans ($176K to $204K with bonus, West Coast, up to 20% travel): "the engine behind Rula's B2B growth", building partnerships with benefit consultants and health plan sales teams for Middle Market and National Accounts; wants backgrounds at Aon, WTW, Mercer, Brown & Brown, Gallagher, carriers such as Aetna, Anthem, Cigna and United, or EAP companies such as Spring, Lyra, Modern Health, ComPsych and Curalinc; pitches range from elevator pitches "to deep dives on claims economics".Source
• Your websiteEmployer page: "No sign-up, implementation, or usage fees for employers. Out of pocket costs average $15/session"; "64% of employees struggle with mental health, but only 19% use their company's mental health benefits (OneMedical, 2023)"; employers get a branded webpage for employee scheduling; the three case studies are dated June and July 2025, including "Swift, Easy Behavioral Health Referrals with Optum Care".Source
• Your websiteThe same facts differ between pages: the cost page says "100+ insurance plans accepted", "170M+ people have access" and a "$15 average copay"; the homepage says 120+ plans; the employer test page says 170+ plans; the EAP page says "15K+ in-network providers" while partner pages say "21,000+ licensed mental health providers"; partner pages say patients filter by "93 different specialties" while the PCP page says "over 180 clinical specialties"; the health plan page says "76% of Rula patients show meaningful improvement within 8 sessions".Source

Fix the existing page, then publish Spanish versions of the top insurer pages (Aetna, Anthem, BCBS, Cigna, UnitedHealthcare, Medicaid and Medicare) and the largest state pages, with hreflang, filters for Spanish-speaking providers, and the Spanish phone line.

People searching in Spanish for "terapeuta que acepta mi seguro" face less competition, and Rula already has the provider filter and phone line to serve them.

• Not enough Spanish-speaking providers in a state

  Only publish where supply exists.

• Your websiteSpanish: one page, /encuentra-un-terapeuta/, with a phone line (323-745-8323) and typos in its headline and body ("que se especialize en ti", "un experte"); no other Spanish pages are in the sitemaps.Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source
• HiringDirector of Organic Growth - SEO | AEO (remote, $189K to $220K plus bonus), reporting to the Head of Brand & Integrated Marketing: owns the multi-year roadmap and revenue impact of organic search and Answer Engine Optimization "as a cohesive growth engine", for patients and providers; names "a generational paradigm shift from legacy SEO to AI-mediated discovery — including LLMs, AI Overviews, and conversational search", "enterprise-grade structured data" and "share-of-voice in zero-click environments", co-owned with Engineering, Product and Design.Source

For each clinic: a Google Business Profile with photos and hours before opening, an "in-person in {city}" block on the city and state pages, provider profiles tagged with the clinic, field AE visits to primary care practices within a short drive, and opening-week outreach to past patients nearby.

Search for "therapist near me" is local, and a clinic with no map listing is invisible on the first day; pairing launches with field sales fills the clinic from referrals.

• Clinic opens late

  Keep the profile hidden until the opening date is certain.

• HiringIn-person care: a Strategy & Operations Manager, In-person, to "scale in-person psychiatry services", set up provider acquisition channels and "craft demand generation strategies" across target markets, and a Sr. Clinic Launch Associate (West Coast) to "open and operate physical clinics where therapists can meet patients in person", staying on location for weeks during each launch.Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source
• HiringSr. Regional Sales Manager - Healthcare (California, $217K to $257K with bonus, about 50% travel): leads Account Executives "who work directly inside medical practices across the Western United States, turning provider interest into real referral partnerships"; the job is "ensuring that every signed practice becomes an active one"; reports to the Director of Provider Group Sales.Source

Build a monthly gap report: searches by state, insurer, specialty and language against providers with open slots. Feed the worst gaps into provider recruiting: paid and organic campaigns aimed at clinicians licensed in that state and in network with that plan, and a referral bonus for current providers who refer peers there.

Patient marketing in a gap area wastes spend, because patients cannot book. Moving the same insight into recruiting turns demand Rula already gets into starts.

• Search data misread

  Count only searches with location and plan set.

• HiringStaff Software Engineer - Provider Growth & Activation: the team's goal is "to ensure that Rula has the right providers to meet patient demand. Access to care is fundamentally a supply problem", working on how providers find Rula, onboard and build practices on the platform.Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source
• HiringSr. Paid Search Specialist (remote, $108K to $125K): runs day to day a paid search program described as "one of the largest in the mental health space" across therapy and psychiatry, optimized for patient starts and lifetime value; asks for experience at "$20M+ annual spend", value-based bidding (tROAS, Smart Bidding value rules), Google and Microsoft Ads and LTV-based frameworks; reports to the Director of Patient Performance Marketing.Source

Pick 150 prompts across insurer by city by need ("therapist who takes Cigna in Phoenix for anxiety", "is Rula covered by Medicare"), run them weekly in the main assistants, record which companies are named and which pages are cited, and turn each miss into a page fix.

What gets measured gets fixed, and the panel tells the team which of 36,000 pages matter for answers.

• Assistant answers vary run to run

  Run each prompt several times and track averages.

• HiringDirector of Organic Growth - SEO | AEO (remote, $189K to $220K plus bonus), reporting to the Head of Brand & Integrated Marketing: owns the multi-year roadmap and revenue impact of organic search and Answer Engine Optimization "as a cohesive growth engine", for patients and providers; names "a generational paradigm shift from legacy SEO to AI-mediated discovery — including LLMs, AI Overviews, and conversational search", "enterprise-grade structured data" and "share-of-voice in zero-click environments", co-owned with Engineering, Product and Design.Source
• Competitor researchRula's own comparison posts name the insurance-based networks it competes with for patients and therapists (Headway, Alma, Grow Therapy, SonderMind), the cash-pay apps (BetterHelp, Talkspace) and employer platforms (Lyra Health, Spring Health); the BDM posting adds Modern Health, ComPsych and Curalinc on the EAP side.See the research Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source

For each Midwest state, a one-page card listing the plans Rula is in network with, the average copay, next-day availability and the referral link or fax, for the front desk; the AE leads calls with it and leaves it on visits.

Specific plan names answer the coverage question in the first minute of a cold call, which is where outbound calls are won or lost.

• Plan lists change

  Date the card and refresh monthly.

• HiringAccount Executive (Midwest, Chicago hub, $140K to $163K with uncapped variable pay): full-cycle sale to healthcare providers from provided lead lists by "aggressive outbound phone prospecting", then two field days a week after 90 days for accounts within 2.5 hours of the metro hub.Source
• Your websiteThe same facts differ between pages: the cost page says "100+ insurance plans accepted", "170M+ people have access" and a "$15 average copay"; the homepage says 120+ plans; the employer test page says 170+ plans; the EAP page says "15K+ in-network providers" while partner pages say "21,000+ licensed mental health providers"; partner pages say patients filter by "93 different specialties" while the PCP page says "over 180 clinical specialties"; the health plan page says "76% of Rula patients show meaningful improvement within 8 sessions".Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source

Design holdouts per channel: some employers get the full launch kit and reminders and some get the minimum; some health plan member campaigns are held back by region; some practices get the activation plan later. Measure starts per eligible member and use the lift, not the attributed count, to set next year's spend by channel.

With several partner channels and a large paid program, a budget set on true lift can move a lot of money to where it adds starts.

• Partners refuse holdouts

  Use staggered starts instead of permanent holdouts.

• HiringDirector of B2B Employer Marketing (remote, $189K to $220K plus bonus): moves the Activation Marketing team "from a content-production focus to an intelligence-gathering and multiplier engine"; owns marketing-attributable patient starts from commercial referral audiences (health plans, employers and primary care providers), attribution criteria, A/B and multivariate tests, incrementality tests against holdouts, and automation of campaigns with AI agents.Source
• programmable.info39 open roles on Ashby, all remote except one in California and one in Chicago: Engineering 15, Finance 6, Partnerships 6, Marketing 4, Operations 4; the newest posted October 17, 2026. Also open: Director and Sr. Manager of Revenue Strategy & Planning, a Salesforce Architect and a Sr. Finance Manager for the deal desk.Source
• HiringEngineering hires inside Partnerships: a Staff Software Engineer for Referrals & Conversions ("scalable referral pathways for partners and referral-centric patient experiences") and a Sr. Software Engineer for EAP/Employer, who builds the Employer Portal that "lets HR and benefits leaders launch awareness campaigns, manage rollouts, and track utilization", and the EAP flows for "free, pre-authorized care".Source

A yearly clinical outcomes report: improvement by condition, time to first appointment, sessions to improvement, results by plan type, with method and limits, reviewed by an outside clinician. Each partner gets a private version for its members.

Measured outcomes are what move a health plan contract, and a public method-backed report becomes the source answer engines and journalists quote.

• Outcomes look weaker for some conditions

  Publish honestly with context; it builds trust with payers.

• Your websiteThe same facts differ between pages: the cost page says "100+ insurance plans accepted", "170M+ people have access" and a "$15 average copay"; the homepage says 120+ plans; the employer test page says 170+ plans; the EAP page says "15K+ in-network providers" while partner pages say "21,000+ licensed mental health providers"; partner pages say patients filter by "93 different specialties" while the PCP page says "over 180 clinical specialties"; the health plan page says "76% of Rula patients show meaningful improvement within 8 sessions".Source
• Your website2026 State of Mental Health Report (the second annual): over 60% of Americans say mental health matters more than ever; "Social support drives action"; men are less likely to seek care but "report higher improvement rates (81%) than women (71%)"; cost keeps people stuck.Source
• HiringBusiness Development Manager - Consultants & Health Plans ($176K to $204K with bonus, West Coast, up to 20% travel): "the engine behind Rula's B2B growth", building partnerships with benefit consultants and health plan sales teams for Middle Market and National Accounts; wants backgrounds at Aon, WTW, Mercer, Brown & Brown, Gallagher, carriers such as Aetna, Anthem, Cigna and United, or EAP companies such as Spring, Lyra, Modern Health, ComPsych and Curalinc; pitches range from elevator pitches "to deep dives on claims economics".Source

Package it: a first-responder program page, providers trained in trauma and first-responder culture, a peer-support liaison, and sales to departments, unions and municipal benefit consultants alongside the plans already doing it.

Public-sector employers buy in groups and renew, and a program with the plans already involved is easier to repeat in other states.

• Stigma keeps responders away

  Peer liaisons and confidentiality promises in plain words.

• Your websiteFirst-responder pages for specific plans (/anthemco-firstresponders/, /kaiser-colorado-firstresponders/, /kaiser-washington-firstresponders/) and an EAP page: "Start free with your EAP, then pay an avg. of $15 per session using insurance", with benefits "verified in about a day".Source
• HiringBusiness Development Manager - Consultants & Health Plans ($176K to $204K with bonus, West Coast, up to 20% travel): "the engine behind Rula's B2B growth", building partnerships with benefit consultants and health plan sales teams for Middle Market and National Accounts; wants backgrounds at Aon, WTW, Mercer, Brown & Brown, Gallagher, carriers such as Aetna, Anthem, Cigna and United, or EAP companies such as Spring, Lyra, Modern Health, ComPsych and Curalinc; pitches range from elevator pitches "to deep dives on claims economics".Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source

A campaign around the finding: a data page, short videos with male therapists, creator partners (through the affiliate rules), and search pages for the terms men use ("anger", "stress at work", "burnout") instead of "therapy".

Rula's report already says social support drives action; a message aimed at men who hesitate uses its own data to reach the group that waits longest.

• Stereotyping

  Test messages with men who use Rula.

• Your website2026 State of Mental Health Report (the second annual): over 60% of Americans say mental health matters more than ever; "Social support drives action"; men are less likely to seek care but "report higher improvement rates (81%) than women (71%)"; cost keeps people stuck.Source
• HiringSr. Affiliate Marketing Manager (remote, $152K to $177K): owns the affiliate channel end to end ("a critical channel for Rula's patient marketing team"): investment, publishers, forecasting and the patient journey, with an Affiliate Specialist, a contractor and virtual assistants; recruits and grows publishers and safeguards "channel integrity through disciplined compliance and fraud/quality auditing"; Impact or an equivalent network.Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source

Pick the 30 blog posts with the most traffic, film a two-minute explainer with a Rula therapist for each, embed it on the post with VideoObject markup, and post shorts.

The blog already ranks; video lifts time on page and adds a second result for the same queries.

• Clinical accuracy

  Clinical review of each script.

• programmable.infoYouTube @rulahealth: 659 subscribers, 30 videos, about 169,000 views; Tranco rank 72,502; Chrome UX Report LCP at the 75th percentile 1.58 s, 19% faster than a year ago; 30 news mentions of "Rula" in 30 days, the latest about a Korean singer with the same name.Source
• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source
• HiringDirector of Organic Growth - SEO | AEO (remote, $189K to $220K plus bonus), reporting to the Head of Brand & Integrated Marketing: owns the multi-year roadmap and revenue impact of organic search and Answer Engine Optimization "as a cohesive growth engine", for patients and providers; names "a generational paradigm shift from legacy SEO to AI-mediated discovery — including LLMs, AI Overviews, and conversational search", "enterprise-grade structured data" and "share-of-voice in zero-click environments", co-owned with Engineering, Product and Design.Source

Add a clinically reviewed module to each medication page: who can prescribe and manage it at Rula, which plans cover psychiatry, the average cost, and a booking link, with the reviewer's name and date.

The pages already rank; a clear next step for readers who need medication management lifts psychiatry starts with no new traffic.

• Looks like pushing medication

  Neutral wording, therapy shown alongside.

• programmable.infoSitemaps: about 36,660 URLs, including 26,868 provider profiles, 1,756 blog posts and 151 therapist state and location pages; about 97 "find-a" pages by insurer and condition, about 30 medication pages (Zoloft, Lexapro, Adderall and others), 23 "Rula vs" posts, 22 "alternatives" posts and competitor-against-competitor posts such as "Alma vs Amwell" and "Geode vs Headway".Source
• HiringSr. Paid Search Specialist (remote, $108K to $125K): runs day to day a paid search program described as "one of the largest in the mental health space" across therapy and psychiatry, optimized for patient starts and lifetime value; asks for experience at "$20M+ annual spend", value-based bidding (tROAS, Smart Bidding value rules), Google and Microsoft Ads and LTV-based frameworks; reports to the Director of Patient Performance Marketing.Source

A program for retail, warehouse and restaurant employers: SMS sign-up by QR code, evening and weekend availability shown up front, a page in the languages the workforce speaks, and partnerships with shift-scheduling and frontline communication apps to reach workers where they already look.

Large frontline employers have the lowest benefit use and the most employees per contract; a program built for them is a distinct pitch competitors aimed at desk workers do not make.

• Low supply at night

  Show only real availability.

• Your websiteTwo test pages, /partnerships-employers-retailers_test3/ and _test4/ (updated October 16, 2026), are listed in the sitemap with robots "index, follow". They hold a retail employer pitch, "Help your retail teams access in-network mental health care" and "Built for associates who don't always work at a desk", with co-branded welcome emails, break-room flyers and swag, and say "In-network with 170+ plans".Source
• HiringDirector of B2B Employer Marketing (remote, $189K to $220K plus bonus): moves the Activation Marketing team "from a content-production focus to an intelligence-gathering and multiplier engine"; owns marketing-attributable patient starts from commercial referral audiences (health plans, employers and primary care providers), attribution criteria, A/B and multivariate tests, incrementality tests against holdouts, and automation of campaigns with AI agents.Source
• Your websiteEmployer page: "No sign-up, implementation, or usage fees for employers. Out of pocket costs average $15/session"; "64% of employees struggle with mental health, but only 19% use their company's mental health benefits (OneMedical, 2023)"; employers get a branded webpage for employee scheduling; the three case studies are dated June and July 2025, including "Swift, Easy Behavioral Health Referrals with Optum Care".Source