REPORT: Consumers demand higher standards for mental healthcare in a hybrid world
Consumers are seeking mental healthcare in similar ways as they seek physical healthcare - leveraging the healthcare system to guide them
Consumers want choices in how they participate in mental health, and they want the cost model to mirror physical health
Consumers demand high quality care and are prepared to shop for best fit
A recent survey commissioned by Thriveworks reveals how consumers with a strong affinity toward therapy are embracing a hybrid approach to mental health care–reflecting a growing demand for personalized and high-quality care.
These key insights outline consumer preferences regarding finding care and care delivery, as well as expectations and desired outcomes.
Pro-therapy consumers, experiencing common mental health issues
The survey population consisted of 2,010 nationally-representative U.S. adults aged 18 and above, who have either been in therapy recently, are currently in therapy, or intend to seek therapy in the next 12 months.
Three quarters (77%) were either currently in therapy or have been in therapy recently. Factors prompting their consideration for seeking therapy ranged from mild to moderate acuity in nature, including:
Consumers rely on a mix: healthcare system, personal recommendations and digital tools to guide mental health choices
Respondents were given a list of resources and asked how likely they would be to use them in their search for a mental health therapist. Allowing for multiple
selections, we found that consumers were likely to use a wide range of resources in seeking mental health care, most notably relying on the healthcare system to guide their search for quality mental health care. Three quarters of respondents (77%) shared they were likely or very likely to rely on PCP recommendations to find a therapist, with likelihood climbing with age. Of those who selected likely or very likely to rely on PCP recommendations, older respondents were more likely. Friends and family are also a top resource, demonstrating that reputation and quality are important, with 66% of respondents saying they were likely or very likely to rely on their recommendations to begin their search for mental healthcare. The 35-44 age group was the most likely to rely on recommendations from friends and family at 71%. Insurance companies are another mechanism that people leverage to seek mental healthcare, with over half of respondents (62%) stating that they were likely or very likely to use their insurance company’s website or customer service team to find care. Of those who selected likely or very likely, middle-aged populations were the most likely to leverage their insurance company.
However, over half of respondents (58%) were also likely or very likely to leverage online search engines (Google, Bing, Yahoo) in their quest for mental healthcare. Middle-aged generations were the most likely, with 68% of the 35-44 age group likely or very likely to use online search engines. While social media did not top the list of how consumers search for mental healthcare, it does play a role for some, most interestingly in historically marginalized communities.
On average, 31% of overall respondents shared that they were likely or very likely to leverage a business’s social media account to begin their search for a mental health therapist. That figure increased to 42% for Black respondents, 39% amongst Hispanic participants, and 39% for those identifying as Native American. The data followed similar trends with regards to influencers. On average, 28% of respondents shared that they were likely or very likely to follow recommendations from influencers that they follow on social media platforms, whereas 43% of Hispanic, 39% of Native American and 37% of Black respondents would look toward influencer recommendations.
Consumers prefer a hybrid experience with covered services
Despite the rising utilization in telebehavioral health care, two-thirds (66%) of respondents reported that they were likely to look for in-person therapy options. Telehealth care was not far behind with nearly one half (49%) indicating interest in online therapy, illustrating the importance of hybrid solutions. Generally speaking, as age increased, in-person therapy was more preferred.
As it relates to payment methods, the large majority of respondents (80% in total) prefer covered services, including government-funded programs (42%) and private insurance (38%). Only a small subset of respondents preferred to pay via subscription (11%) or cash/out of pocket (8%).
Consumers have high expectations on provider matching and desire a strong connection
Surveyed consumers indicated an expectation of meeting with multiple therapists before finding the right fit, with nearly half of respondents (45%) expecting to have to meet with multiple therapists before finding the right one. However, nearly one third (32%) shared that if they have to try out multiple therapists they are more inclined to switch practices to find a different therapist.
When asked about their lived experience of searching for the right therapist, one third (34%) of respondents had to meet with two therapists before they matched with the right one and 31% matched on the first therapist. It’s important to remember that the majority of these respondents have had some experience with therapy in the past.
For these respondents, provider connection and perceived outcomes ranked highest as the reason for discontinued therapy utilization. When asked what has or would discourage them to discontinue therapy after the first appointment, 21% shared that they would end therapy due to a poor connection with their therapist. The survey also revealed that, among this group, the importance of such connection increases with age, as 27% of respondents ages 55-64 and 30% of respondents age 65+ would discontinue therapy after the first session due to a poor connection.
Lastly, when asked whether respondents would prefer a therapist with “every important quality” to them versus only “some important qualities” but exact/ guaranteed cost, over half of respondents (57%) choose having every important quality over knowing the exact cost of service.
How Thriveworks can help
Thriveworks offers people the choices they want and access to high-quality mental health care they need in today’s dynamic and evolving healthcare
landscape. We partner with health systems and payers to drive patients and members to care on their terms, leveraging a hybrid care structure with in-network
access across most national and regional health plans. Thriveworks’ robust network of W-2 employed clinicians gives people the best opportunity for the right provider match and longevity in provider relationships, driving continuity
of care & improved outcomes.
Contact our team to discuss partnership opportunities today.
Learn more at: https://thriveworks.com/business-care
Contact us at: enterprise@thriveworks.com
About Thriveworks
Thriveworks is a leading mental health provider of therapy and psychiatry services with more than 340 offices and 2,200+ clinicians in 49 states and Washington, D.C. Thriveworks offers online and in-person mental health services to individuals of all ages, from adults to teens to children, helping them with their unique individual and relationship challenges. Established by Anthony Centore, Ph.D., in 2008, Thriveworks is clinician-founded and -led.
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