Mindset Health is the Melbourne YC startup behind Nerva, the clinically validated gut-directed hypnotherapy app for IBS with an 81% symptom reduction rate backed by Monash University RCT data.
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See all ads on AdLibrary →Mindset Health is an Australian health tech company founded in 2018 by Melbourne brothers Chris and Alex Naoumidis (YC S19). Its flagship app Nerva delivers gut-directed hypnotherapy for IBS, developed with Dr Simone Peters at Monash University. Clinical trials show 81% of users achieve a clinically significant reduction in IBS symptoms. The company raised a $17.8M Series A and has helped over 300,000 users. Also searched as Mindset.
Mindset Health's advertising strategy is built on one of digital health's most powerful assets: a published randomised controlled trial. The 81% IBS symptom reduction figure from a Monash University RCT is used across every paid channel, turning a clinical result into a conversion headline. This approach sidesteps the credibility problem endemic to wellness apps by grounding every claim in peer-reviewed science. Explore Mindset Health's ad creative at <a href="https://adlibrary.com?q=Mindset+Health&type=3">AdLibrary</a>.
Facebook drives the majority of Nerva's app install campaigns, targeting IBS sufferers identified through interest and behavioural data around digestive health, gastroenterology, and gut health content consumption. Instagram creative is more testimonial-heavy, featuring user stories of significant IBS symptom improvement. The brand also targets audiences of gastroenterologist-following and FODMAP-interested users with educational content that pre-warms audiences before app install asks.
Core copy themes lead with the clinical evidence ('81% reduced IBS symptoms in clinical trial'), the drug-free and diet-free mechanism (a strong differentiator for IBS sufferers exhausted by elimination diets), and the app accessibility angle (no therapist waitlist, available at home). Testimonial creative from real IBS sufferers experiencing life-changing symptom relief is among the highest-converting format. The 300,000 users served provides powerful social proof for hesitant first-time buyers.
Mindset Health demonstrates how a single piece of robust clinical evidence can power an entire paid media strategy. Brands in health and wellness should prioritise funding even small clinical studies because the marketing ROI of a published RCT dwarfs the study cost — a single figure ('81% reduction') unlocks premium pricing, earned media coverage, and conversion creative that generic claims cannot achieve. Digital health brands without clinical backing are competing on trust; those with it are competing on proof.
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