In Corporate Insight’s recent health plan consumer survey, 62% of Gen Zers and Millennials rated health and wellness resources as “very important” or “extremely important.” Given the increasing prevalence of mental and behavioral health concerns among younger generations, it is imperative for firms to provide easily findable information and digital support for clients on their mental health journeys. Online behavioral health resources are a key offering for firms looking to serve younger generations. Below are some notable examples of how leading firms from our Health Plan Monitor coverage set are catching up to the demand by expanding their public and member site mental health resource libraries.
Providing information on mental healthcare options
Ideally, firms should adequately apprise users of care options and provide resources that prepare them to efficiently find care. As seen in our April 2024 Health Plan Monitor Update, Kaiser Permanente’s revamp of its public site Mental Health and Wellness resource library meets these criteria. Providing valuable information about conditions, treatment options and expectations for the mental healthcare journey helps patients better understand their individual needs. The resource library details the stages of finding care and how Kaiser Permanente connects members to mental health clinicians. Overall, this aims to ease members into the process of finding care and provides specific steps to prepare them for their first appointment—ultimately encouraging them to take that first step.
Facilitating the care-seeking process with condition-specific pages
Corporate Insight’s report on Healthcare, Gen Z and Social Media revealed that 40% of Gen Zers diagnose themselves with a condition after consuming health-related content on social media. The top three self-diagnosed mental health conditions were anxiety, depression and ADHD. These respondents find that self-diagnosis helps them feel more prepared for doctors’ appointments; specifically, they feel encouraged to research treatment plans prior to the appointment and gauge whether they need to immediately book an appointment. Given that 71% of Gen Zers surveyed reported seeking care from a professional after diagnosing themselves or conducting research online, firms that provide reputable, comprehensive educational content and detailed instructions for seeking care can better facilitate these users’ transitions to professional support.
Similarly, Aetna’s member site provides a behavioral health microsite with condition-specific pages for users to contact a specialized professional and learn more about symptoms. Each page lists contact information for virtual health providers, categorizing them by the age range that the provider treats. The pages also link to additional information about each condition and its symptoms with videos, PDF links, tips for caregivers, assessments and self-help resources, among other features. Apprising members and caregivers of the steps they should take to identify mental health concerns and the ways to contact providers eases them into the process of seeking treatment.
Driving customers to take action through find care pages
Implementing a dedicated microsite showcases firms’ commitment to providing integrated care that addresses both mental and physical health needs. Arkansas BCBS uniquely unveiled a Behavioral Health microsite earlier this year, as covered in our January 2024 Health Plan Monitor Update. The Mental Health Support page encourages users to find an in-network therapist and counselor by signing in to their member account. This may quell member concerns about finding in-network and affordable care, which younger generations report to be a chief barrier to mental healthcare. Arkansas BCBS excels in its presentation of educational content, particularly on its Finding a Provider page. The page defines different types of mental and behavioral health professionals and outlines thoughts to consider when searching for a provider, directing users to the online resources that best suit their needs.
Provide self-assessment tools to personalize the care-seeking process
Self-assessment and management resources empower patients to take an active role in their mental healthcare, and are important online behavioral health resources. In our 2024 Consumer Survey Report, over half of Gen Z participants (71%) considered such tools to be “very important” or “extremely important.” Cigna provides a comprehensive wellness assessment on its member site that prompts members to describe their symptoms and intensity. Notably, each step includes a tooltip where users can learn more about the reasoning behind specific questions on the assessment, which helps reassure them during the process. Upon completing the assessment, the tool generates personalized solutions for members that align with their health plan’s benefits. Members can also browse third-party alternative care options. This assessment offers a seamless experience for members to pinpoint their needs and find care accordingly.
For more insights into digital innovation in the healthcare space, check out our research services in four areas: Health Plan, Medicare, Health System and Pharmacy. For deep dives into specific topics, check out our Healthcare Briefings. Don’t forget to visit our Insights section for more industry trends and best practices across the healthcare industry.