Ways to Win with Behavioral Health Patient Engagement
May is Mental Health Awareness Month and while mental health is still a growing health sector, its growth has led to the expansion of another, broader area of healthcare, behavioral health.
What is Behavioral Health?
Behavioral health focuses on daily habits, behaviors and actions that can impact a patient's mental health and physical health. While many people think that behavioral health and mental health are one in the same, behavioral health brings together the mental and physical aspects of health into the care journey, which makes treatment more effective for mental health and substance abuse conditions.
By 2028, the behavioral health market in the United States is expected to be worth nearly $100 billion, due in large part to the mental health crises and the increase in drug and substance abuse. With that in mind, it’s no surprise that 1 in 4 people have a serious behavioral illness in their lifetime.
To meet the demand and to utilize services effectively to improve health outcomes, providers need to use the best tools out there to engage with patients. The pandemic helped patients and providers reframe expectations of how to manage care and with more possibilities out there like telehealth, remote monitoring and digital patient engagement platforms.
With more possibilities of care, here are some ways you can win with behavioral health patient engagement.
It’s hard to know what healthcare consumers want because while there is so much data providers can access, it's typically demographic and utilization data, which do not uncover motivations. Providers aren’t sure how to use such data to get patients to act on their health.
The PatientBond Insights Accelerator™ allows providers to access extensive healthcare consumer market research data and psychographic insights. This helps providers create compelling messaging that resonates with patients and encourages them to do more.
This data not only helps providers communicate with their patients better, but it also helps them understand what patients want. For example, PatientBond market research data shows that nearly half of the population (43.2%) are open to using telehealth for their behavioral health appointments, especially among Gen Z, Millennials and Gen X. And for those undergoing substance abuse and addiction treatment, men are statistically more likely than women to use telehealth. Two psychographic segments - Self Achievers and Willful Endurers - are more likely than other patient types to be open to telehealth for behavioral health appointments as well as psychiatry and treatment for substance abuse.
Openness to Telehealth for Various Types of Care
Self Achievers and Willful Endurers are at opposite ends of the wellness and proactivity spectrum. Self Achievers are very dedicated and purposeful in their health regimen and look to access expert care at various touchpoints. Willful Endurers are typically reactive in healthcare, living for the moment and looking to avoid waiting for appointments. Telehealth meets the needs of both psychographic segments, but for very different reasons.
When providers also decide to go deeper into these insights with psychographics, it helps them create compelling engagement touchpoints that draw in more healthcare consumers and delivers better health outcomes.
Segment for Results
PatientBond finds that psychographic segmentation to be the differentiator when it comes to increasing patient engagement. The segmentation model emphasizes focusing on patient or member beliefs, values, ideals, etc. to generate health motivations and the results are better health outcomes, more revenue and more growth.
One PatientBond client, a Medicaid Managed Care Plan, worked with PatientBond to double the number [BW1] of members using their behavioral health coaching services through a digital app that supports emotional health coaching services. The outcome was measured based on the number of app downloads and members seeking digital counseling.
Through the use of PatientBond’s platform and psychographic segmentation model, specifically geared toward Self Achievers, the insurer engaged with roughly 6,000 members either through text or IVR once a month for six months and when needed, the campaign adjusted messaging to better engage with members. These efforts resulted in 1,400 app clicks or downloads and led to a 5 times increase in the number of members engaged in coaching.
Implement a Hybrid Care Plan
Telehealth use has been declining slowly since the peak early in the pandemic, but the industry is certainly not dead and patients don’t want to forgo it entirely. In fact, telehealth use is especially strong in the behavioral health sector, particularly mental health.
Like many workers in the U.S., patients are looking for a hybrid model when it comes to their care. This can involve other areas besides telehealth that especially help the patient. One recent example is a study from the JAMA Network Open that found that in-person screenings combined with machine learning-embedded EHR work best at predicting suicide risk among adults.
It may seem like a tall order to integrate so many workflows into patient care plans, but it’s easy to implement these features with the PatientBond platform. Complex workflows can be made easy with a drag-and-drop workflow builder to be integrated into the system without any coding, making it simple for any provider and their staff members to use. Plus, every touchpoint is tracked in real-time so that providers can quickly make adjustments to the care plan. With multi-channel communication options, embedded psychographic segmentation tools and the option to utilize the PatientBond Insights Accelerator™, many providers quickly see the results of what PatientBond has to offer.
Find out how you can use psychographics to engage your patients with our most popular whitepaper, Psychographic Segmentation and its Practical Application in Patient Engagement and Behavior Change.