Study finds widespread burnout among US college counsellors
A study has found there is widespread burnout among US university and college counselling centres as a result of Covid-19.
Mantra Health, a digital healthcare provider focused on mental health, carried out research among higher education institutions in the US, and found that 91 per cent of college counselling center directors and clinicians have experienced burnout during the 2020 autumn semester due to the pandemic.
Among the 139 respondents from counselling centers, 79 were directors and 60 were clinicians.
Major findings include:
- The rate of self-reported burnout was 92 per cent among college counselling center directors and 90 per cent among clinical staff at college counselling centers
- Within the clinician respondents, 40 per cent claimed that they would benefit from “reduced workload through expanded clinical team or outside support”
- More than half of directors (56 per cent) disagreed or strongly disagreed that they have enough energy after work for leisure activities
Signs of burnout among clinicians include 40 per cent agreed or strongly agreed that they are working more hours than usual, and 45 per cent agreed or strongly agreed that their workload compromises their ability to provide quality care.
When both groups were asked what has helped or could help alleviate burnout, the three most common themes were:
- Staff camaraderie and personal connections with coworkers (37 per cent)
- A culture of openness to acknowledge and discuss burnout (30 per cent)
- More vacation time or greater flexibility around vacation time (30 per cent)
The study emphasises that mental health providers experiencing burnout are at heightened risk of developing their own mental or physical health conditions, including depression. Burnout can also lead to increased staff turnover, depersonalisation (or cynical attitudes toward work), and reduced self-efficacy.
The study offers recommendations from David Walden, PhD Director, Counseling Center at Hamilton College and Harry Rockland-Miller, PhD Director Emeritus, Center for Counseling and Psychological Health, University of Massachusetts Amherst, to improve providers’ work satisfaction and overall well-being to prevent and decrease staff burnout. These focus on themes including togetherness, openness, boundaries, and increasing meaning.
“The findings are concerning for our industry because as we state in the study, the impact of the subsequent burnout, isolation, and reduced capacity for self-care means that not only will we be less effective in this work, but we will likely see increased turnover and less people willing to enter into the field" Walden said.
“We need to remind our colleagues that there is no substitute for rest when exhaustion is the problem” said Rockland-Miller. “In order to decrease burnout during this critical time for college counselling centers we must remember that wellness activities and other supports are essential, but will not be effective if people are exhausted and can’t fully participate in them.
"A workplace characterised by mutual support and connection allows staff to move forward even with the inherent stress of this work. It is important for us to model the very boundaries we seek to encourage in the communities we treat.”
How can the healthcare industry build trust with consumers?
One of the many ways the pandemic has impacted society is that it has firmly cast the healthcare industry in the public spotlight. From producing ventilators and PPE to developing life-saving vaccines, consumers have looked to pharmaceutical and healthcare companies to keep us safe and find a way out of the Covid-19 crisis.
As a result, healthcare companies have an opportunity to build upon this and utilise their marketing to drive greater engagement and trust with consumers. When it comes to effective marketing, it’s vital to remember the important role which visuals play. Consumers increasingly engage with brands through the visual communications and storytelling they absorb while online or browsing through media channels. These visual communications can have a huge impact not only on consumer purchasing decisions but also the relationship between brands and customers.
At Getty Images, we work with healthcare companies throughout Europe to advise them on their visual content. This study forms part of the research for our insight platform Visual GPS, which looks at the key factors affecting consumer decision making and how that impacts their visual choices.
In partnership with YouGov, we surveyed 10,000 consumers globally and have been tracking this consumer sentiment for the past two years. This latest deep-dive into the healthcare industry is part of our wider on-going research, and aims to better understand how consumers in different regions are interacting with the healthcare sector and what motivates their visual preferences.
Our research revealed that many companies are not using visuals as effectively as they could. In the UK, for instance, the vast majority of consumers do not feel represented by the visual communications which businesses are producing – only 7% of British respondents to our global Visual GPS survey say they felt represented. That is even lower than the global average of 14%.
This latest deep dive into the healthcare industry has uncovered some important insights that can help us better understand how consumers in different regions are interacting with the healthcare sector.
Mental health should be centre stage
A key finding shows that mental health remains a highly relevant issue for consumers. Over nine in ten British consumers think it is important to talk about mental health and put it on an equal footing with physical and emotional health. Not surprisingly, 55% of British consumers believe that more people are being diagnosed with depression due to the Covid-19 pandemic.
There is a growing awareness of the importance of mental health across Europe. Health and pharmaceutical companies should acknowledge this in their visual communications but do so in an empathetic and compassionate way. Only five years ago, visuals around mental health often depicted people alone, isolated and expressing feelings of shame, whereas now we are seeing a more empathetic and supportive approach to visualising mental health - with an increasing number of positive visuals showing support groups, or individuals proactively seeking and finding support.
Visual communications that show support for mental well-being in a meaningful way will resonate deeply with consumers.
A more holistic approach
Another key finding is that consumers want to focus more on holistic health. Our survey found that the majority of UK consumers place an almost equal importance on emotional, physical and mental health, and almost three quarters (73%) placed the health and well-being of family as a top priority.
It’s important that healthcare companies reflect this. Our research paired with ongoing image testing revealed that consumers want to see visuals that humanise healthcare, so companies should consider visualising inclusive care across intersecting factors such as age, ethnicity and gender. Brands can help establish trust with their customers by highlighting a collaborative relationship between medical professional and patient, as well as ensuring that their visual choices feel genuine.
Technology and innovation in healthcare are gaining traction
Thirdly, eHealth and purposeful innovation was another key finding. Consumers want innovation that will meaningfully support their care. Particularly in Europe, the older generation will pay more for brands that use technology to provide advice and recommendations, while Gen Z & Millennials are willing to pay for self-service capabilities. It’s important therefore for healthcare companies to incorporate purposeful innovation in their visual communication and demonstrate consumers at the centre of accessible eHealth.
Given these insights, what visual content do consumers expect to see from pharmaceutical brands? Our research highlighted three key themes.
- Consumers want to see how healthcare companies fit into people’s lives. Accessible health services are a key factor here. Decision makers should build trust by showing consumers at the centre of a holistic healthcare ecosystem.
- Consumers want to see the emotional rewards others get from using a healthcare company. This can be achieved by building brand loyalty through empathetic and inclusive visual storytelling.
- Finally, consumers want to see people who are similar to them and their lives. British consumers want to see people that look like them and reflect their lived experiences in advertising and brand communication. Decision-makers should ensure that their visual communication is inclusive and authentic and represents the diverse population of the market in which they’re operating.
Ultimately, the key to successful visual storytelling for pharma and healthcare businesses is to ensure that they understand what matters to their audience while establishing trust of care. An important element of this is authentically representing the full spectrum of the population. That means representing all ethnicities, ages, abilities, body shapes, sexuality, religion and genders, to ensure patients of all backgrounds feel included and represented.
Healthcare brands should bear in mind that, as a result of the pandemic’s impact on healthcare systems around the world, consumers may be feeling anxious about whether they will be able to access care if they need it. The healthcare industry has an opportunity to reassure customers and build greater engagement and trust by showing them that they matter through inclusive visuals that represents them authentically at the heart of brand storytelling.