Almost 63 per cent of advisers say mental health apps are effective self-management tools.
Carr Consulting & Communications (CCC) interviewed 25 protection advice firms, representing over 500 advisors, to gather their perspectives on mental health and wellness apps, which are expected to treble in size by 2020.
According to the study, 51 per cent of respondents said mental health applications linked with insurance products ‘genuinely gave value to clients,’ while 25 per cent thought they were only a ‘marketing sales tool.’ Nearly 57 per cent felt such apps were useful self-management tools that provided genuine value to clients.
Almost a quarter of respondents or 23 per cent said mental health applications, whether coupled with insurance or not, were a “sticking plaster solution,” with 11 per cent believing they “over-promise and under-deliver.”
In response to thoughts on apps embedded within insurance products, although the majority thought they added genuine value to customers, a quarter said they were ‘a marketing sales tool’ followed by 16 per cent who thought they represented ‘an important part of clinical care pathways’.
Health Shield head of marketing Jennie Doyle says: “Being positive on the whole, these results say to us that providers are doing a good job of assessing apps for quality, in terms of ensuring they are thoroughly evidence-based, before offering them via our products and services. Indeed, we offer the Thrive mental health app via our Health Cash Plans; selected through rigorous assessment for its clinical effectiveness. Thrive is also used and recommended by the NHS.
“In our opinion, it’s important to consider any mental health and wellbeing apps as part of holistic care pathway support that caters for the whole person – physical, psychological, financial and social – as opposed to fix-all solutions. And that’s where providers can really help out too, with regards to integrated thinking and parity of support services.”
LifeSearch chief marketing officer Emma Walker says: “LifeSearch data gathered throughout the pandemic shows that large sections of the UK now use mental health apps for relief and support. We welcome such services from insurers, and we also invested in ShinyMind – a wellbeing platform designed and tested with the NHS, which has contributed to higher levels of employee morale, and greater resilience in tumultuous times.
“Stress and mental health is a hugely complex area and some people remain sceptical, but this research shows many advisers across the industry are supportive of wellbeing apps and services.”
British Friendly sales and marketing director Natalie Summerson says: “The Clinic in a Pocket app we use for our Mutual Benefits and care support services makes accessing these services much easier for our members. It also gives us useful data on what’s valuable to them and what’s not so we can tailor services more effectively. They’re a valuable part of a Protection and Health offering.”
