GENERAL AWARENESS STUDY - Colorado · 1. Measure aided and unaided awareness of CCS, including...

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CCS STRATEGIC PLANNING / GENERAL AWARENESS STUDYApril 18, 2018


In March 2018, we conducted a brand awareness and equity analysis for CCS. We sent our survey statewide to a sample representative of Colorado’s population.


OUR RESEARCH OBJECTIVES:

1. Measure aided and unaided awareness of CCS, including hotline and walk-in centers

2. Explore current perceptions of CCS, their services, and how CCS fits into the larger

behavioral health space

3. Understand if and how current CCS services can meet certain behavioral health needs within the general Colorado population


METHODOLOGY

Screening criteria for participation:

Current Colorado residents Over 18 years old

Comfortable answering questions about

behavioral health crisis

Spanish- and English-speakers

• Sample was recruited using an online panel (ROIRocket); representative of the Colorado population

• Quotas were established by respondent age, race/ethnicity, gender, income and education level

• Total sample: n = 1046

• +/- 3.03 % margin of error, 95% level of confidence

• Smaller sub-samples have larger margins of sampling error

• Data collection: March 9 — March 30th, 2018

• Survey took 12 minutes to complete on average


SAMPLE DETAILS


GENERAL AWARENESS OF CCS


The behavioral health space has an awareness problem. Over half of respondents (54%) could not name a single crisis resource.


UNAIDED AWARENESS:

ADDITIONAL NAMED SERVICES:

2. 911

3. Alcoholics Anonymous

4. Aspen Pointe

5. CCS

6. Veteran’s Affairs/Administration

7. Denver Health

8. National Crisis Helpline (now Suicide Hotline)

9. Aurora Mental Health Center

10.Safe2Tell

1.

National Suicide Prevention Hotline is the most recognized behavioral health crisis service.


UNAIDED AWARENESS: TYPES OF SERVICES

Overall

Other12%

Law2%

Medical6%

Nat'l Service15%

Regional Partner9%

CCS2%

Don't Know54%

Of the 46% able to name a crisis service, one-third named a national service/hotline, followed by a regional partner at 19%. CCS made up 4% of the aware sample.

Aware Only

Other26%

Law5%

Medical13%

Nat'l Service33%

Regional Partner19%

CCS4%

*Other includes general therapy services, local services with less than 3 responses, Red Cross, insurance, employer, religious groups, veterans’ services, Alcoholics Anonymous, etc.


CCS ranks fourth highest among all crisis hotlines. Of those that address more comparable crises, CCS ranks second.

AIDED AWARENESS: HOTLINES

Q: How familiar are you with each of the following behavioral health crisis hotlines? [Top 2 Box]

0

150

300

450

600

CCS Suicide Hotline Crisis Text Line NAMI DV SA Safe2Tell

Very Somewhat


CCS walk-in centers are recognized by one out of every 10 Coloradans. Aurora Mental Health Center had the most awareness, followed by MHCD and Jefferson County Mental Health Center. CCS’s awareness is most comparable to Community Reach and AspenPointe.

AIDED AWARENESS: WALK-IN CENTERS

Q: How familiar are you with each of the following behavioral health crisis walk-in centers? [Top 2 Box]

0

45

90

135

180

CCS

All-Hea

lth

Auror

a MHC

Comm

unity

Rea

ch

Jeffe

rson

CM

H

MHCD

MHP

Sum

mitS

tone

North

Ran

ge

Aspen

Pointe

Health

Solut

ions

Mind

Sprin

gs

Very Somewhat


Between the hotline and walk-in center, 258 out of 1046 participants were familiar with CCS (aided), or 25% of the Colorado population.


THE JOURNEY TO CRISIS SERVICES (GENERAL)


The medical space is still seen as the gateway to crisis services. (So long as resources are free and easy to find.)


Q: If you or someone you care about was near or experiencing a behavioral health crisis, which service/tool/support systems would you use first?

0

55

110

165

220

Hospit

al/ER

Urgen

t Car

ePCP

Ther

apist

Crisis

Hotlin

e91

1

Frien

ds/F

amily

Other

Don't

Know

THE FIRST RESOURCEWhen participants or their loved ones were in need, they were most likely to turn to a medical resource or friends and family. Much sooner than a crisis services hotline or other behavioral health resource.

CCS was named three times.

Many felt it depended on the

situation or type of crisis before

making a decision.


Q: In general, how do you find out about health crisis services?

0

125

250

375

500

Fam

iliar R

efer

ral

Prof. R

efer

ral

Org. R

efer

ral

Google Ad

News S

tory

Other

Don't

Know

BECOMING AWAREA third of respondents were unsure of how they had learned of a service. Professional referrals and Google searches were the next most common avenues.

“Other” was often a WOM referral

(work, school, etc.)


Q: Which factors are most important when selecting a behavioral health crisis service? Select all that apply.

0

175

350

525

700

Afford

able/

Free

Conve

nient

Availa

ble

Privac

y

Comfo

rtable

No Ins

uran

ceNo

IDOth

er

Unsur

e

EVALUATING A CRISIS SERVICEAffordability and convenience are key factors in choosing a service, whether it be a hotline or walk-in center.

In the case of CCS, convenience was

slightly more important than

affordability. But overall the service

evaluation was comparable.


Q: In which ways would you be most comfortable accessing support or services? Select top 2.

0

175

350

525

700

In-pe

rson

Phone

call

Text IM

Video

chat

Other

None o

f the

Abo

ve

MODES OF SERVICEParticipants demonstrated that despite the advent of smartphones and digital services, they still crave human interaction most when seeking support during crisis.

Email was the most common

“other” response.

African American and Asian participants

preferred phone calls to in-person.


PERCEPTION OF CCS


The Hotline and Walk-in Centers are CCS’ most well-known services. But there’s still room for more education.


Q: That you know of, which services does CCS provide? Select all that apply.

0

45

90

135

180

Call h

otlin

e

Text

hot

line

Online

chat

Walk

-in ce

nter

Inpat

ient c

are

Outpa

tient

Emplo

ymen

t

Scho

ol-ba

sed

Other

None/

Unsur

e

CCS SERVICESParticipants were most familiar with CCS’s hotline, followed by the walk-in centers. Interestingly, a quarter of participants aware of CCS mistakenly believe they offer in-patient, out-patient, employment services, and school-based counseling. There’s some confusion around CCS’s role in crisis support.

7% of those who were aware of CCS could not name a specific offering.


Q: Are you aware that CCS provides support for people experiencing substance abuse?

0

35

70

105

140

Yes No

Unsur

e

CCS SERVICES: SUBSTANCE ABUSEOver half of those aware of CCS (54%) were also aware that CCS provides substance abuse support.

Participants with lower incomes

were more likely to be aware of

CCS’s substance abuse support.


Q: Where did you learn about CCS?

0

13

25

38

50

Fam

iliar R

efer

ral

Prof. R

efer

ral

Org. R

efer

ral

Google Ad

News S

tory

Other

Don't

Know

BECOMING AWARE OF CCSNews stories were most influential, followed by passing advertisements. Google searches and familiar referrals were closely tied.

“Other” was often a WOM referral

(work, school, etc.)

Women were more likely than their

male counterparts (over 6%) to have

learned about CCS from a Google

Search.

The higher a participant’s

education, the less likely they were to

see an advertisement (22% vs. 9%).


CCS RENDERS POSITIVE SENTIMENTQ: Which words come to mind when you think of Colorado Crisis Services?


USAGE OF CCS


1 in 4 Coloradans are aware of CCS (aided). About 1 in 10 have actually used a CCS service.


Although the number of participants aware of CCS is smaller than that of the National Suicide Hotline, the percentage of those who have personally used the hotline is actually the highest.


Q: I have personally used this crisis hotline in the past.

0

15

30

45

60

CCS Suicide Hotline Crisis Text Line NAMI

Yes

258 participants were aware of CCS, but

only 44 had personally used the

hotline (17%).


43% of those aware of CCS (n = 111; total n = 258) had a friend who had used the CCS hotline.


Q: I have a friend who has used this crisis hotline in the past.

0

45

90

135

180

CCS Suicide Hotline Crisis Text Line NAMI

Yes



Q: I have personally used this service in the past.

0

13

25

38

50

CCS

All-Hea

lth

Auror

a MHC

Comm

unity

Rea

ch

Jeffe

rson

CM

H

MHCD

MHP

Sum

mitS

tone

North

Ran

ge

Aspen

Pointe

Health

Solut

ions

Mind

Sprin

gs

Yes

By percentage, CCS ranks in the top third of all crisis centers.

The income quintile $34,999 to $49,999 nearly doubled all

other income quintiles in self-disclosing that

they used the CCS services.



Q: I know someone who has used this service in the past.

0

25

50

75

100

CCS

All-Hea

lth

Auror

a MHC

Comm

unity

Rea

ch

Jeffe

rson

CM

H

MHCD

MHP

Sum

mitS

tone

North

Ran

ge

Aspen

Pointe

Health

Solut

ions

Mind

Sprin

gs

Yes

The number of those who knew a friend who had used a CCS Walk-In Center nearly doubled personal use.

All-Health, AspenPointe, and

Jefferson Center for Mental Health are the walk-in centers being

used most often, collectively.


MEETING FUTURE NEEDS


TOP CRISESMore and more Coloradans are attuned to depression, anxiety, and major life stress.

Q: Which of the following behavioral health crises are most concerning to you?

0

125

250

375

500

Anxiety Life Stressors Mood Concerns Psychosis Substance Abuse Other None of the Above

“Other”: Suicide, PTSD, Memory Loss


Although respondents are relatively unaware of crisis services, they still feel confident in dealing with crisis.

PERSONAL PREPAREDNESS

Q: How prepared do you personally feel to deal with a behavioral health crisis for yourself or a loved one?

0

125

250

375

500

Very Prepared Somewhat Neither Somewhat Very Unprepared

Amongst all income quintiles, those that made $34,999 or

less were most likely to denote that they felt very prepared to deal with a behavioral health crisis.


KEY POPULATION FINDINGS


SPANISH-SPEAKERS


SAMPLE DETAILS

Spanish-Speaking Participants

TOTAL 59

GenderMale: 19 Female: 40

Age

18 to 26: 4 27 to 34: 12 35 to 44: 24 45 to 54: 11 55 to 64: 6

Education

No HS diploma: 6 HS diploma or equivalent: 10 Some college, <4 year degree: 23 Bachelor’s degree or higher: 18 Prefer not to Respond: 2

Spanish-Speaking Participants

TOTAL 59

Race

White: 49 Black/AA: 0 American Indian/Alaska Native: 0 API: 38 Multiracial/Other: 8 Prefer not to Respond: 2

Hispanic OriginHispanic: 56 Non-Hispanic: 2 Prefer not to Respond: 1

Income

$34,999 and under: 20 $35k-$49,999: 8 $50k-$74,999: 9 $75k and over: 15 Prefer not to Respond: 7


THE AVERAGE SPANISH-SPEAKING CCS USER

• Average age: 35-44 years old

• Average income: $50k-74,999

• Average education: some college or Associate’s Degree

On average, 8% of Spanish-speaking Coloradans have personally used a CCS service (i.e. hotline or walk-in center). 15% know someone who has used a CCS service. Walk-in centers were used more often than the hotline.

Those that were aware of CCS had only positive things to say about the agency:

“Es una Gran Ayuda a la Comunidad.”

“Lo describiría así: honestidad, confianza, responsabilidad.”


Aware Only

Other27%

Law12%

Medical36%

Regional Partner18%

CCS6%


Overall

Other14%

Law6%

Medical18%

Regional Partner9%

CCS3%

Don't Know49%

Of the 51% able to name a crisis service, one-fifth named a medical resource (e.g. hospital), followed by a regional partner at 9%. CCS made up 6% of the Spanish-speaking aware sample, higher than the 4% reported by English-speakers.

*Other includes general therapy services, religious groups, Alcoholics Anonymous, local services (not regional partners) etc.

In aided awareness, 911 and hospitals were the gateways to behavioral health

crisis support and services.


CCS was the second-most familiar crisis hotline for Spanish-speaking participants. Overall, a quarter of respondents were familiar with CCS’s hotline (23% — just one percent less than the National Suicide Hotline).



0

4

8

12

16


Very Somewhat


CCS walk-in centers were recognized by 1 out of every 6 Spanish-speaking Coloradans (17%). This makes it tied with MHCD for the second-most familiar crisis center, and behind Aurora Mental Health Center (23%).



0

4

7

11

14

CCS

All-Hea

lth

Auror

a MHC

Comm

unity

Rea

ch

Jeffe

rson

CM

H

MHCD

MHP

Sum

mitS

tone

North

Ran

ge

Aspen

Pointe

Health

Solut

ions

Mind

Sprin

gs

Very Somewhat



0

3

6

9

12

Call h

otlin

e

Text

hot

line

Online

chat

Walk

-in ce

nter

Inpat

ient c

are

Outpa

tient

Emplo

ymen

t

Scho

ol-ba

sed

Other

None/

Unsur

e

CCS SERVICESSpanish-speaking participants expressed more misunderstanding of CCS’s services than the English-speakers. “Inpatient care” was selected more often than the walk-in center, as “Outpatient care” was selected more than the text hotline.

These results indicate that

participants are likely guessing at CCS’ services or

misinformation is spreading via WoM.

Of those aware of CCS, 53% were also aware that CCS provides support for

substance abuse.


TOP CRISES AND CONCERNSLike the majority of Coloradans, Spanish-speakers are most concerned about anxiety, life stressors, and mood concerns (e.g. depression, mania). Half felt prepared to deal with crisis if it struck, and just under half had experienced crisis directly or indirectly.


0

8

15

23

30


50% feel somewhat or very prepared to

deal with crisis.

42% had personally experienced crisis or

knew someone.


MAKING CONNECTIONS

HOW DID YOU LEARN ABOUT CCS?

Referrals are key with this group. Three-fourths of those aware of CCS (76%) were referred by a friend/family member, a professional, or an organization. Unlike English-speakers, this group had been less likely to turn to Google searches. 11% had seen advertisement.

RECEIVING SERVICES

If this audience or a loved one was in need of future crisis services, they would most likely prefer it in-person (50%). Telephone was the second most favored (34%). These two modes were significantly preferred over texting, instant messaging or video chat.

TOP SELECTION CRITERIA

Similar to English-speakers, Spanish speakers valued free (21%) services the most. And unlike English-speakers, privacy was as important as the convenience of services (18%). Only 6% preferred services that did not require documentation, the lowest selected criteria.


YOUNG PEOPLE


SAMPLE DETAILS

Youngest Participants

TOTAL 62

GenderMale: 6 Female: 56

Education

No HS diploma: 2 HS diploma or equivalent: 38 Some college, <4 year degree: 18 Bachelor’s degree or higher: 3 Prefer not to Respond: 0

Youngest Participants

TOTAL 62

Race

White: 42 Black/AA: 3 American Indian/Alaska Native: 0 API: 3 Multiracial/Other: 12 Prefer not to Respond: 0

Hispanic OriginHispanic: 24 Non-Hispanic: 37 Prefer not to Respond: 1



Overall

Other11%

Medical9%

Nat'l Service20%

Regional Partner3%

Don't Know58%

Unfortunately most were unaware of specific services. No young person in our sample mentioned CCS. This quote sums it up: “I can’t think of any [services]. There aren’t many. Some hotlines. That’s about it.”

*Other includes general therapy services, local services (not regional partners) etc.

If faced with a behavioral health crisis, most would turn to 911 or the hospital/

ER, or family/friends.

Aware Only

Other25%

Medical21%

Nat'l Service46%

Regional Partner7%


The CCS Hotline faired better in aided awareness. The National Suicide Hotline and Safe2Tell were the most well-known — which makes sense based on their youth-focused efforts in schools and pop culture.



0

13

25

38

50


Very Somewhat


One out of five young people were very or somewhat familiar with the CCS walk-in centers. The hotline faired slightly better. Aurora MHC and Community Reach Center seem to be doing well in terms of youth awareness.



0

4

8

12

16

CCS

All-Hea

lth

Auror

a MHC

Comm

unity

Rea

ch

Jeffe

rson

CM

H

MHCD

MHP

Sum

mitS

tone

North

Ran

ge

Aspen

Pointe

Health

Solut

ions

Mind

Sprin

gs

Very Somewhat



0

4

8

12

16

Call h

otlin

e

Text

hot

line

Online

chat

Walk

-in ce

nter

Inpat

ient c

are

Outpa

tient

Emplo

ymen

t

Scho

ol-ba

sed

Other

None/

Unsur

e

CCS SERVICESOverall youth participants had the most accurate understanding of CCS’s services. Though 11% were unsure, which points to more opportunity for education.

Of those aware of CCS, 56% were also aware that CCS provides support for

substance abuse.


TOP CRISES AND CONCERNSMost youth were concerned by anxiety and mood concerns. Life stressors was selected less by younger participants than the general sample, thought it was still the third most concerning.


0

13

25

38

50


56% feel somewhat or very prepared to

deal with crisis.

53% had personally experienced crisis or

knew someone.

Younger Coloradans are the much more concerned with

anxiety issues than older Coloradans.


MAKING CONNECTIONS

HOW DID YOU LEARN ABOUT CCS?

Like Spanish-speakers, referrals are key, though advertisements proved to be a valuable channel as well. Nearly half of those aware of CCS (40%) were referred by a friend/family member, a professional, or an organization. 16% found out through a Google search, and 28% had seen advertisement.

RECEIVING SERVICES

Although young people are digital natives, when it comes to accessing crisis support or services, they prefer in-person (n = 31) or a phone call (n = 31). Texting came in third (n = 21) followed by instant messaging (n = 14). Video chat came in last, surprisingly.

TOP SELECTION CRITERIA

Affordability was a top value for young respondents (24%). More than convenience (16%), youth valued feeling comfortable working with staff members (18%).


QUESTIONS?

GENERAL AWARENESS STUDY - Colorado · 1. Measure aided and unaided awareness of CCS, including...

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