Over 200,000 primary care physicians in the U.S. struggle with behavioral health referrals due to lack of reliable partners, leaving many patients without necessary care. Headway developed the largest in-network behavioral health provider group to bridge this gap. An 'easy button' referral product initially excited physicians but led to a 30-day retention rate of 50%, indicating deeper issues. To understand this churn, the company paused product development and invested time in shadowing physicians to uncover the underlying challenges in the referral process.
In the United States, primary care physicians see 5-10 patients daily who require referrals to therapists, yet many lack reliable referral partners.
Headway built the largest in-network behavioral health provider group to connect millions of patients seeking behavioral health referrals to affordable care.
Although the referral process was made easy with an 'easy button', primary care physicians experienced high churn, with a 30-day retention rate of only 50%.
By pausing product development and spending more time observing physicians, the company aimed to understand the reasons behind the chaotic referral process.
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