Two Kinds of Networks That Mental Health Providers Should Join

JJ Doleweerd • August 17, 2021

Therapists working in the mental health sector have unique challenges from other health providers. They often work in small, local, private practices or non-profits where local advertising and word of mouth historically could drive a successful business. They are increasingly challenged from a growing set of online alternatives, often venture-backed startups, looking to “uberize” counselling. 

So what can these counsellors do to maintain their local business presence? Firstly, they need to be concerned about business oriented issues like marketing and lead generation. They need to understand how to create and manage their online presence so that they can promote their services effectively. 

Participating in an online network is a near instantaneous method to create a trusted online presence. 

network is a collection of services from different organizations assembled to solve a problem. We cover two types of networks - associations and referral networks. If you are starting out as a therapist, you and your organization should be familiar with these network types, and ideally involved in both. They will increase your credibility locally and drive leads to you and your organization.

1. Associations 

Virtually every health care discipline, whether it is nursing, medicine, dentistry or psychotherapy, has an association that provides services to its members. Associations are membership-focused organizations. Revenue comes from membership fees in exchange for solving sector-wide problems where a collective approach is more effective. Advocacy is best done as a group, for example. Mental health practitioners could be advocating for improved tax treatment on services or better funding for underserved groups. Professional networking is, by definition, a group activity. Organizing regular events both online and in person is a mainstay of trade associations. 

Benefits of Joining a Mental Health Association

Mental health associations and their members can create a mutually beneficial online relationship where their websites link to each other. When these crosslinks lead to other value-added sites that offer relevant information on mental health or counselling, it improves search engine ranking and can direct more potential clients to each site. It’s a natural network that should be leveraged online. Other search engine optimization benefits may include authority backlinks, topic clusters and boosted topical expertise. For a deeper dive into these concepts, read our post about how associations generate referrals for their members.

This partnership benefits both the association and the mental health professional. For the professional, membership in the association confers a level of trust to the public that they meet a minimum standard of education and professionalism. Further, membership often provides many opportunities for professional development along with other perks. Some mental health associations such as the Ontario Association of Mental Health Professionals provide their members with access to certifications, insurance coverage, subscriptions to publications and even discounts for useful products and technology. These benefits add significant value to the practitioners, and encourage greater participation within the association.

The “find a member” Test

If you are thinking of joining an association, take a look at the importance they place on lead generation for their members. Most association websites will feature a “find a member” tool, usually linked directly from the home page. If it is a clumsy interface that confuses the public with irrelevant, outdated results, that’s a sign that you should discuss their goals to improve lead conversion as a key member benefit. However, if the public can easily find a reputable agency based on address and limited other information collected, without scrolling through an alphabetical list, they are doing something right. 

What truly creates trust between the public and an association is when the public can transact a request that goes securely to the receiving member organization. This means the association can demonstrate the value they offer to members, with hard numbers. For the association, analytics demonstrating strong referral volumes to members, will not only maintain, but grow the association membership. 

Here is one example of how a Midwifery Association embeds lead generation within their website, effectively, using Caredove’s embedded search tool. 

2. Referral Networks

Referral networks are all around us, and a well marketed one should be easy to spot. A referral network is a set of services from different organizations, collected by one lead organization, to solve a community health problem. Your imagination is the only limit for what is possible. A few real examples are:

  • Meal & grocery delivery during the pandemic in Ontario (100+ organizations)
  • Transportation to vaccinations in Simcoe (4 organizations)
  • Preschool developmental services across Eastern Ontario (10 organizations)
  • Isolated seniors in New Brunswick (50+ organizations) 

Mental health counselling networks are increasingly common. These networks are a recognition that one agency cannot meet all of the demands in a region alone. The COVID-19 pandemic catalyzed this awareness, as a growing number of people across the country reported anxiety and depressive disorders, with limited access to online support. Clients presented with a vast range of issues and required modalities from counsellors with broader knowledge and skill sets than one organization could offer. Is the person looking for individual, group, couples or family counselling? What disorders are treated, and what therapies are offered? Referral networks offer the public a trustworthy solution by providing a single access point to access relevant counselling services from a variety of organizations across a region.

Examples of Counselling Referral Networks

Here are a few examples of counselling referral networks that make it easy for the public to find and book services online.

www.communityconnectyyc.ca 

  • Connecting Calgary's communities with affordable and barrier-free access to phone or video counselling sessions

www.counsellingconnect.org 

  • Brief phone, video or in-person counselling, provided by more than a hundred counsellors of diverse backgrounds to residents of the Ottawa area

www.counsellingconnectsask.ca 

  • Offering quick access to brief mental health services for individuals, couples and families in Saskatchewan

When organizations market their services together, they communicate a message to the public that they can not accomplish independently. They declare trust in each other. They convey that each network member meets a standard of service delivery that allows them to participate in the network. When a referral network is assembled, they can also present a unified case to the payer (e.g., charitable organization, insurer, government), making the whole network more investible. A network of organizations working together towards a common goal is greater than the sum of its parts.

Therapists working in the mental health sector need to improve their web presence to be able to attract new leads. Look for provincial or state-level associations and local networks that use solid lead generation technology to drive referrals. If no networks exist in the region you serve, it could be the right time to start a conversation with like-minded agencies. Visit our Solutions for Mental Health & Addictions Networks page to learn more about how we help thousands of people access therapy and counselling every week, and book a demo with our team so we can get to know you. Accessing mental health services can be complicated. We help make it simple.


Crown made of silhouetted people holding hands, yellow background, radiant lines.
By Jeff Doleweerd June 27, 2024
A truly effective central intake hub is not merely a team of staff manually routing referrals behind a veil of complexity; it is an integrated system that dynamically combines public accessibility, algorithmic precision, real-time capacity management, and seamless communication to ensure patients receive timely and appropriate care.
Three people collaborating around a laptop, one holding a mug. Light teal background.
By Jeff Doleweerd May 14, 2024
Access to community healthcare is paramount for individuals across various stages of life — from seniors desiring to age gracefully in their own homes, to new parents seeking care for their infants and individuals in need of mental health and addiction support. Traditionally, when we mention referrals, the image of a physician sending a document to a specialist comes to mind. However, the landscape of healthcare referrals is evolving, and it's time to redefine our approach. Gone are the days when referral management systems solely relied on healthcare professionals. Take Caredove, for example. What was once considered a referral management system has transformed significantly to a multichannel access management platform. Surprisingly, 43% of referral activity now stems from direct public sign-ups. This shift is monumental, with a staggering 70-fold increase in public service requests compared to pre-pandemic levels in 2019. Clinician referrals will be the minority of service requests activity in our platform by the end of 2024. Why this paradigm shift? During the pandemic, communities learned the importance of direct access to essential services. The notion of gatekeeping community services in any manner like specialist services became obsolete. The crisis strengthened the muscles of direct access, emphasizing the significance of preventive health through social and other services that keep people out of hospitals and other care facilities. Moreover, primary care is under immense strain, with 15% of Canadians lacking consistent access to ongoing primary care. In such a scenario, burdening already stretched healthcare professionals with more referral duties is not sustainable. Accessing services directly not only expedites the process but also empowers individuals to take charge of their own health journey. It signifies readiness for change and recovery, without the artificial requirement of seeing a physician solely for a referral. Primary care remains crucial, and it's imperative to equip them with resources available at their fingertips, enabling them to navigate the healthcare landscape autonomously. After all, patients trust their primary care providers, and we should harness this trust. We also need to foster a culture of self-advocacy and consumer empowerment as part of a broader solution. Community agencies are champions of a healthcare system where individuals are empowered to take control of their health, supported by a network of trusted professionals. In an era of putting patients before paperwork, it is time to embrace direct access and take every bit of unnecessary administrative burden off family doctors and nurse practitioners, in the process.
Two people communicating using string phones, standing on separate rooftops over a gap.
May 10, 2024
In the landscape of mental health support, a new trend is emerging: rapid access low-barrier walk-in counseling. This innovative approach is reshaping how individuals access mental health services, providing immediate support without the traditional hurdles of scheduling. At Caredove, we're witnessing the transformative power of collaboration among organizations delivering these services. Let's delve into why this trend is not just groundbreaking but essential. Immediate Suppo rt : Imagine being able to get the help you need right when you need it, without waiting weeks for an appointment. That's the promise of rapid access low-barrier walk-in counseling. It ensures that no one falls through the cracks during times of crisis. Reduced Stigma : By offering low-barrier access, we're sending a powerful message: seeking therapy for mental health concerns is not only acceptable but encouraged. This approach helps break down the stigma surrounding mental health, making support readily available and easily accessible. Increased Accessibility : Not everyone has the means to access traditional counseling services. Some regions have been able to eliminate cost barriers, thereby ensuring that everyone, regardless of financial situation, can access the support they need to thrive. Community Building : Low-barrier walk-in counseling centers can become community hubs, fostering a sense of belonging and support. Preventative Approach : By addressing mental health concerns early and proactively, these services can prevent more serious issues from developing later on. Empowerment : Rapid access low-barrier counseling empowers individuals to take charge of their mental health. By providing immediate support and resources, we're giving people the tools they need to overcome challenges and live fulfilling lives. Cost Savings : While offering these services may seem like a costly investment, it can actually save money in the long run. By addressing issues early, we can reduce the need for more expensive interventions down the line. No physician burden : Rapid access counseling requires no physician referral so does not tap the resources of overextended primary care, or present barriers for unattached patients. Progressive Approach : Embracing rapid access low-barrier walk-in counseling reflects a progressive mindset in healthcare. It's about prioritizing the well-being of all in the community. Stepped Care approach : Rapid access can operate in a stepped care model. During the session, if more specialized services are identified as necessary, individuals can be seamlessly referred to these services by their therapist. Rapid access low-barrier walk-in counseling represents a seismic shift in how we approach mental health support. By embracing collaboration, we can amplify its impact, ensuring that everyone has access to the help they need, when they need it. Together, we're not just changing lives; we're changing the conversation around mental health..
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