AUXILIO: The Modern Mental Health Service
A technology based system that works to improve mental health therapy programs.
THE STORY
In Australia, almost 5 million people have been identified to have a mental illness. Generalised Anxiety Disorder and Depression are among the most common. This means that there is a large number of Australians who are experiencing the challenges of Anxiety and Depression on a daily basis. Australians who are suffering with Anxiety and Depression need support, empathy, and appropriate communication channels in order towards improving their mental state. Often people who are struggling with anxiety and depression seek the help of an expert, Psychologists.
Psychologists commonly provide Psychotherapy, using Cognitive Behavioural Therapy or 'talk therapy' programs to improve their patients mental wellbeing. This therapy uses communication to help patients understand their mental and emotional challenges, enabling patients to better understand their feelings: what makes them feel positive, anxious, or depressed. This course of therapy can last from several weeks to several years. Therefore it is important that psychologists provide patients the best possible support.
THE PROBLEM
Psychotherapists need to provide appropriate professional support to patients suffering with mental illnesses such as anxiety and depression. For Psychotherapists to effectively deliver patient care, they need to have the ability to build trust and alliances with their patients, provide flexible treatment plans, monitor patient progress, and be aware of a client’s characteristics in context. Often, the stigma surrounding mental illness makes it hard for patients to seek assistance from psychotherapists, as well as their friends and family. A patient can also struggle to integrate these intervention programs within the schedule, often unable to discuss this with their psychologist until their session time. Therefore, there is a need for a platform that enables psychotherapists to establish a support network, effective communication, and opportunities for reflection to patients to make sure they are providing an effective intervention program.
THE SOLUTION
Auxilio combines an app and a clip-on wearable to primarily aid psychologists in monitoring their patients so they can better understand how they respond to treatment. The app serves as a platform to track patient mental wellbeing and establish a support network whereas the clip-on assists in recording physical activity. These products work together to form The Auxilio Mental Health System.
This system can be adapted to suit the needs of the users: psychologists and patients. This can improve the availability and quality of mental health treatment, provide on-going support, allow for more efficient use of session time, potential to engage people who would otherwise not seek help, provide customisation, improve communication, and make therapy more comfortable. Therefore, Auxilio's ultimate aim is to make sure psychologists provide the most effective treatment and patients have access to it.
AUXILIO WEARABLE
The Auxilio wearable is a clip on that assists in monitoring the physical activity of the user. It is capable of tracking steps, heart rate and sleep activity where the data is then displayed on the Auxilio app. The user's psychologist will also have access to this data, so they are provided with more information to track their patients' recovery progress.
AUXILIO APP
The Auxilio app is a platform where users can connect, reflect and monitor their mental and physical well being. It is a service that helps create a support network connecting patients, family and friends, and psychologists through a live chat. Users can enter their moods in the diary section providing a space for reflection. It is also where data from the wearable is located so users can easily monitor their physical well being.
HOW THE AUXILIO SYSTEM WORKS
01
CONNECTION
The chat service is a place where patients can contact their psychologist if they feel that they require support. Family and friends of the patient also have access to the app, which periodically notifies them about the patients progress and provides information on anxiety and depression through the chat service, thereby creating a communication network to increase the awareness of these mental illnesses.
02
MONITORING
The health section is where all the data on the user's physical health tracked by the wearable is located. This information will also be accessible to the patient's psychologist to assist them in understanding their patient's progression in their recovery of anxiety or depression.
03
REFLECTION
The diary component functions as a means for patients to record their mood using emoji reactions and to note down their daily activities. This enables them to reflect on their day. If there is a negative trend on a patient's mood, it will suggest some coping strategies, promote the chat feature, or advise them to schedule an appointment with their psychologist.
KEY FEATURES FOR PSYCHOLOGISTS
CHAT WITH PATIENTS
Many Psychologists cannot currently chat with their patients outside of session times. Therefore, Auxilio provides a platform where psychologists can not only chat with patients if they need immediate support, but can also reach out to their friends and family if required. This is designed to create a support network, ensuring that the patient always feels as though they are able to talk to someone about how they are doing.
ANALYSE PATIENT'S MOOD
Psychologists can now have access to how the patient is feeling between sessions. They can track the patients mood, making sure that their patients are improving. If not, they can modify the program or reach out to the patients to discuss their negative mood. This feature is hugely important as patients currently only have the opportunity to present their experience of the week during sessions. This service now provides an overview, now making more time for discussion and reflection during the session time.
MONITOR PATIENTS HEART RATE
The heart rate of the patient is monitored using the wearable device. This keeps track of resting heart rate, heart rate levels when working out, and heart rate spikes when the patients becomes anxious.
TRACK PATIENT'S EXERCISE
Exercise is an important part of mental wellbeing programs. Even just getting outside and going for a short walk can drastically improve mental wellbeing. Psychologists can now keep track of their patients physical activity. The number of steps patients take per day are tracked using the system. The psychologist can monitor their exercise and work to improve more physical activity into their lives
OBSERVE PATIENT'S SLEEP CYCLE
Sleep is a vital part of wellbeing. Psychologists can now monitor patient's sleep patterns and work towards improving this fundamental health need. It is important that patients get a good sleep, as improving sleep patterns is one of the first steps to improving mental health.
THE MARKET
MARKET SIZE
The market for Auxilio comprises of registered psychologists in Australia whose main role at work is to be a clinician. According to the Australian Institute of Health and Welfare (2020), in 2017, there were an estimated 26,311 registered psychologists and 88% (23,154) of them focused on their role as a clinician. It is estimated that they see up to 1,196 clients per year. The last factor influencing the market size is the price which has been estimated to be $100 By inputting these values into the equation below, the market size can be calculated.
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Market Size = B × Q × P
= 23,154 × 1,196 × 100
= 2,769,218,400‬
MARKET SHARE
Auxilio has been estimated to hold 30% of the market share, based on different contributing factors impacting the target audience’s inclination to uptake the product and service. An important consideration influencing this estimation was the percentages within each age group of employed psychologists as those within a younger age bracket may be likelier to embrace technological changes in their practices. In 2017, there were 49.3% of employed psychologists that were aged 44 and under (AIHW, 2020). The method of distribution is another influencing factor of the market share as it indicates how much of the target audience will have access to the product and service. The Australian Government will oversee the distribution of Auxilio to psychologists, allowing them to access it easily thereby positively effecting the market share. As it differentiates itself from current monitoring methods undertaken by psychologists, it is likely to benefit the market share. Ultimately, a combination of these factors assisted in determining the predicted market share for Auxilio.
30%
SALES PROJECTIONS
Production will start with manufacturing 2,500 units, each unit costing approximately $30 to make. This estimate includes materials and labour. The product/service will sell for $100 (excluding GST). Therefore, taking into consideration the initial design costs, project management and community contribution the estimated potential net profit for the business is $64,850. The sales plan relies on the commitment of government health agencies to facilitate the distribution.
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Break-even Point
This calculation determines the margin of safety for the business based on revenue and expenditures. This calculation was made to determine the level of production and target sales predictions. The fixed costs and variable costs were determined from the estimated cash flow spreadsheet.
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BREAKEVEN POINT =FIXED COSTS/(PRICE OF PRODUCT-VARIABLE COSTS)
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Fixed costs= $120160 (Design costs, overheads and wages)
Variable costs= $30 per unit (Material + labour)
Price of product: $100
BP = (120160/(100-30))
Breakpoint even: 1,717 units
PATH TO MARKET
1. The Auxm Product Development Group has the primary goal to improve services surrounding mental health. Auxm has worked to develop a system aided by a fitness monitor (product) that improves the communication and support system developed when psychologists provide mental health support to their patients.
2. The product has been designed specifically for the mental health support sector with seed funding from the federal government in the form of a grant. The initial 2,500 units have been allocated to Federal health programs.
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3. The product will be sold for $100 (excluding GST) to the Government to distribute to Psychology Clinics within Brisbane, working towards expanding this service in the future.
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4. The initial supply will only be available through psychologists and other mental health support programs. However further distribution channels may be developed later
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5. Utilising social media for advertising and promotion purposes will increase visibility, awareness, credibility and will increase conversation rates.
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6. The delivery of the service and product, involves a one off payment at the beginning of the patients sessions. This will cover costs for running the service and improvement of design and functionality.
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7. The design will be improved from feedback and reviews from users and health professionals.
HOW IS AUXILIO DIFFERENT?
Auxilio combines physical health with mental wellbeing. Unlike Auxilio's competitors, the Auxilio system can allow both patients and their psychologists to connect, monitor and reflect throughout the therapy program. Competitors tend to only provide one of these services, either physical tracking alone, or providing a program to work through on an app. This puts Auxilio's health care system a step above the rest, as Auxilio focuses on both mental and physical health.
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It was important that both patients and psychologists receive a well rounded picture of health, therefore the wearable monitors physical wellbeing, and the app tracks mental health. Auxilio is designed to integrate seamlessly into programs psychologists currently offer. The added features to chat in times of need, as well as reflecting through the diary provides a summary of the patients week, which the psychologist can then use to modify the program and provide appropriate advice. Overall, the Auxilio system is currently the only service on the market that seeks to improve the system around providing mental health care in this way.
BUSINESS MODEL
KEY PARTNERS
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Clinical Psychologists
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Therapists
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General Practitioners
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Department of health (Government)
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Mental Health support systems/organisations
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Beyond Blue - Forums
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Life Line - Crisis Support
KEY ACTIVITIES
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​Network/ Community Creation
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Mental Health Monitoring
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Individual Counselling
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Group Counselling
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Support Groups
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Forums
KEY RESOURCES
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Human interaction/ resources
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Direct patient feedback
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knowledge - previous experience
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Financial - affordable pricing
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Intellectual - partnerships (Government- medicare), private health insurance, community grants
CUSTOMER SEGMENTS
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Psychotherapists
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Patients (Those seeking recovery)
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Mental health community
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Psychographic segment
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Personality
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Lifestyle
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Attitudes
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Family and Friends
CUSTOMER RELATIONSHIPS
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High patient engagement
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Simple user interface
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Self reflecting features
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Self monitoring
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Mood diaries
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Transdiagnostic capabilities - shared among disorders
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Community, family and friends engagements
DISTRIBUTION CHANNELS
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Social media and advertising
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Evaluation
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Feedback from practitioners
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Feedback from patients
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App Reviews
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Feedback general
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Delivery: Service - app
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Fit monitor delivered through clinic
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Download from app store and google play
COST STRUCTURE
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Value Driven
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Single subsidised wearable device purchased
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Cost $110 including GST (includes both the app and wearable service)
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Private Health Insurance or Medicare can partly cover cost
REVENUE STREAMS
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Product market is health care professionals through Federal Government health initiatives
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Grant received to assist in product development - Government Health Funding
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Socially responsible business model with a portion of all sales going to community mental health organisations/programs
MEET THE AUXM TEAM
DANNIELLE
My skills include researching user needs and experiences and new product development strategies, working to improve products and systems to meet the requirements of people.
DORIS
My skills include ability to use CAD programs and develop UIs, to create products and user interfaces that are pleasurable and easy to use.
VICTORIA
My skills include innovative concept development, customer research, along with understanding and documenting business and user requirements.
The Auxm Product Development Group was established to design for inclusion within the healthcare system, looking specifically at the stigma surrounding mental health. The Australian healthcare system addressing mental health, provides vast opportunities for product development, in particular in the areas surrounding psychotherapy for patients who are suffering with anxiety or depression. Axum has worked to research users and the market to develop a unique product system that aims to deliver an improved standard of mental health care.
OUR STORY
Our mission is to provide mental health professionals with a service and product that aids in monitoring their patients’ mental well-being, to deliver more efficient and extensive health care. We aim to enhance communication between patient, mental health professionals, friends and family, creating a large support network that can track patient progress and keep them up to date with patient needs.
OUR MISSION
USE OF FUNDS
INCOME: GRANTS, LOANS AND SALES REVENUE
COST OF PRODUCT- INDIVIDUAL COMPONENTS
EMPLOYEE WAGES
MANUFACTURING COSTS
All these costs were included in the cash flow statement. The closing balance for the end of March was $214,850. Taking into account the repayment of the loan the estimated total net profit for the business is $64,850.
