Grace & Goode | Social Business Consulting

Opportunity

While the adolescent mental health issue in the UK is a growing public health concern and the related costs to the health care system and society as a whole are extensive, deep primary and secondary research into the problem and its surrounding context revealed an important opportunity to unlock significant social and economic value by developing a solution that puts at its center key research findings – namely, that the most important factor in the mental health of adolescents is the quality of the relationships with their parents and other caregivers and that parental tools can effectively contribute to the early identification of mental health issues in adolescents. In addition to the focus on helping parents actively support the mental health of their children, the opportunity is defined by the use of expert resources, technology and data, and a system wide stakeholder-based approach to prioritizing the mental health and well-being of children. 

Solution

As a social enterprise, ParentAlly is dedicated to leading with purpose by building its competencies and culture around its cause. It has developed a business proposal for an expert-led, data-driven mobile application that provides parents with an affordable and accessible way to actively support the mental health of their children. The main features of the app and its related services include:

• A user-centered approach to design that utilizes a clinically valid youth mental health assessment tool at baseline for assessing the mental health of adolescents. Based on the results of assessments, parents are provided with custom treatment recommendations from qualified experts or, if necessary, support with finding appropriate clinical interventions.

• A focus on data and measurement that collects quantitative and qualitative data from parents on treatment results in a continuous feedback loop based on a co-production model. The data is fed into a machine learning tool that, in combination with expert oversight, works to improve treatment recommendations and mental health outcomes overtime.

• Creating value that can be shared by stakeholders across the value chain such that the development of supporting products and services for mission-aligned stakeholders is integral to the business model (see Revenue Model below). 

Revenue Model

By adopting a purpose-driven, systems-based approach to addressing the adolescent mental health crisis in the UK, ParentAlly stands to benefits from multiple revenue streams, positive market signals and long-term customer loyalty. Revenue streams include:

• Monthly App Subscriptions (B2C): The app uses a freemium model to ensure its basic functionality is accessible to everyone for free. Premium subscriptions can be purchased based on various value-add services including coaching sessions with practitioners and private or group counselling sessions.

• Webinars (B2C): ParentAlly will offer web-based events on various adolescent mental health topics presented by experts, which parents can purchase tickets for; tickets will be subsidized for low-income families. 

• Data Sales (B2B): Aggregated and anonymized data will be sold or licensed to universities, research institutions and other organizations doing research or developing products in support of adolescent mental health.

• Referral Fees (B2B): Private clinicians will receive pre-assessed referrals for a fee. 

• Measurement Based Care Technology (B2B): Measurement based care (MBC) technology refers to solutions that enable practitioners to base their clinical care on data collected on the client throughout treatment. An MBC tool, based on the app technology, will be sold or licensed to clinicians via a turnkey solution that also offers training and technical support. 

• Outcomes-Based Contracting (OBC): If the ParentAlly solution can effectively improve mental health outcomes and reduce mental health systems costs it can potentially be sold to the NHS or the social enterprise can receive outcome payments from the NHS for successful outcomes.

Impact

The intended social impacts of ParentAlly include:

• More empowered and engaged parents that can effectively support their children with mental health.

• Adolescents with good levels of mental health and well-being.

• More stable and cohesive families, leading to improved social and economic potential.

• A more efficient and effective adolescent mental health system with reduced social costs.

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Note: This project was completed with four team members (Erdelyi, P., Farina, A., Galvez, D. and Knox, D.) as part of my practical coursework for the Executive Masters in Social Business and Entrepreneurship programme, which is jointly run by the London School of Economics’ Department of Management and the Marshall Institute, which works to improve the impact and effectiveness of private action for public benefit through research, teaching and convening. The project was designed with the expectation of potential real-world implementation.  

Sources:

1. British Medical Association (BMA). (2024). Society’s Failing and the NHS’s Struggle to Cope.
2. Rothwell, J. (2023, November 30). Parenting is the Key to Adolescent Mental Health. Institute for Family Studies.
3. Carlen, K., Suominen, S., Augustine, L., Saarinen, M., Aromaa, M., Rautava, P., Sourander, A. & Sillanpaa, A. (2022). Parental Distress Rating at the Child’s Age of 15 Years Predicts Probable Mental Health Diagnosis: A 3-Year Follow-up. BMC Pediatrics, 22(177), 1-8.
4. DeSimone, J., & Hansen, B. R. (2023). The Impact of Measurement-Based Care in Psychiatry: An Integrative Review. Journal of the American Psychiatric Nurses Association, 30(2), 279-287. 
5. Scott, K., & Lewis, C. C. (2015). Using Measurement-Based Care to Enhance Any Treatment. Cognitive and Behavioral Practice, 22(1), 49–59.