IMMH Conference 2025

What we delivered

  • Long-term strategy for continued growth  
  • Full cycle campaign management and beyond 
  • Email strategy and delivery 
  • Speaker, partner and affiliate collaboration  
  • Multi-channel brand development
  • Embedded marketing partnership  

Building community. Establishing authority. Supporting growth.

IMMH brings together clinicians, researchers and practitioners working across psychiatry, functional medicine, neuroscience and integrative mental health.

The audience is highly specialised – experienced practitioners deeply engaged in clinical rigour, emerging research and meaningful professional dialogue. They recognise at once when communication feels credible, thoughtful and well informed – and when it does not.

Our partnership with IMMH began in 2024. Since then, it has evolved into a fully integrated model with Mint Partnership leading marketing strategy and delivery across all channels. Attendance has increased by more than 45%, growing from 1,102 attendees in 2024 to a completely sold-out event of more than 1,600 attendees in 2025.

Tailored for experts 

This audience is highly informed and dedicated to their field. Generic messaging is recognised immediately. Our role is not simply to increase visibility but to communicate in a way that feels credible to clinicians and practitioners working within complex areas of mental health.

That means understanding the conversations already shaping the field, working closely with speakers and partners and developing campaigns that feel thoughtful, relevant and professionally grounded.

As the conference has grown, the challenge has been scaling visibility and commercial performance without losing the trust, depth and professional credibility that define the community. Speaker, partner and affiliate networks have played a significant role in extending reach into aligned professional audiences and introducing new practitioners to the conference through valued relationships.

Expansion without compromise

The approach is designed around long-term audience growth and consistency rather than isolated campaign moments or short-term launch spikes. Paid media, email, partnerships, affiliate activity and organic content work together across the full campaign cycle to build recognition, trust and momentum over time.

The strategy is built around several core areas:

  • Phased media activity – Paid and organic campaigns aligned with audience behaviour and booking patterns 
  • Segmented messaging – Communications tailored to different practitioner audiences, levels of familiarity and stages of the booking journey 
  • Structured pricing windows – Early booking incentives aligned with campaign timing and audience readiness 
  • Continuous refinement – Insights and performance from each cycle helping strengthen the next 

A key part of the strategy is recognising that we are always speaking to two audiences simultaneously: 

  • The existing community: Practitioners who already know and trust the conference, looking for depth, continuity and ongoing relevance 
  • The expanding audience: Clinicians and practitioners discovering IMMH for the first time, who need clarity around the quality of the programme, the credibility of the speakers and the role the conference plays within the wider field 

Audience insight also feeds back into the continued evolution of the event itself, helping shape future programming, themes and areas of focus as the conference evolves. 

Building continuity beyond the event

The relationship with the audience extends far beyond the conference itself with communication designed to support relevance, trust and engagement between programme cycles.

Email — 2025 campaign

  • 41% average open rate
  • 2.27% click-through rate and 0.23% unsubscribe rate
  • $158,000 tracked revenue
  • Individual sends generating $7,000 – $9,000+

Social growth followers — 2024 to 2025

  • LinkedIn: ↑240%
  • Facebook: ↑268%
  • Instagram: ↑371%

Engagement strengthened alongside audience growth. Instagram engagement reached 5% (up 54%) while average reach per post increased by 125%. Facebook engagement also remained consistently strong with reach per post increasing by more than 100%.

Rather than visibility being concentrated around launch periods, audience engagement is sustained throughout the year across multiple channels and touchpoints.

Improving performance at scale

Attendance increased from 443 attendees in 2023 to 1,102 in 2024 and more than 1,600 in 2025 with marketing performance strengthening alongside audience growth. 

Paid media – 2025 

  • Meta 
    $610,000+ revenue from $176,000 spend – ROAS 3.5 
  • Google 
    £85,000 revenue from £32,000 spend – ROAS 2.6 

Paid media has played a vital role in scaling visibility within a specialist and highly regulated landscape where audience trust carries significant weight. 

However, registrations are rarely driven by a single channel alone. Growth comes from the combined effect of paid media, speaker networks, email, partnerships, organic content and long-term audience relationships working together over time. 

As the conference has expanded, the challenge has not simply been increasing reach but keeping credibility, clarity and professional relevance while growing into broader practitioner audiences. 

What has emerged

IMMH occupies a distinctive position within the wider mental health landscape – bringing together integrative medicine and mental health in a way that feels clinically rigorous, professionally credible and deeply community-led. 

For many clinicians and practitioners, this intersection has historically felt underserved within more traditional conferences and professional spaces. IMMH offers something more focused: depth of discussion, practical learning and a community built around shared curiosity and evolving clinical practice. 

The continued growth of the conference reflects both increasing demand for this kind of space and the strength of the programme, audience and wider learning environment surrounding it. 

Over recent years, the conference has developed: 

  • A clearer and more consistent brand presence across digital and physical touchpoints 
  • A growing and highly engaged practitioner audience 
  • Stronger continuity between events through email, social, partner and community channels 
  • More connected communication across paid, organic and partner activity 
  • A marketing approach grounded in trust, relevance and long-term audience relationships 
  • A stronger feedback loop between audience insight, programme development and future event strategy 

Beyond sustained growth in attendance, the conference has emerged as a more established and influential presence within the wider field of integrative mental health.