The health care landscape is evolving rapidly, and behavioral health is no exception. The consumerization of health care—the idea that patients increasingly expect convenience, choice, and personalization—is driving providers to rethink how they deliver care. Gone are the days when patients simply accepted the traditional “one-size-fits-all” approach. Today, patients want options, and omnichannel behavioral health is emerging as a key solution.
The Digital Boom in Behavioral Health
The COVID-19 pandemic accelerated the adoption of digital behavioral health tools at an unprecedented pace. Virtual visits, teletherapy, and mental health apps became lifelines for patients navigating social distancing, lockdowns, and the stressors of a global crisis. CVS Health Corp., for example, supported 10 million virtual health visits in 2021, a staggering 1,000-fold increase compared to pre-pandemic levels.
This surge highlighted a permanent shift in patient behavior: patients want care that fits their schedules and lifestyles. Traditional office visits, long waits, and rigid appointment structures no longer meet expectations. Omnichannel behavioral health addresses these needs by combining digital, virtual, and in-person care options for patients.
Understanding the Omnichannel Approach
CVS is championing an omnichannel behavioral health model, combining in-person clinical visits, virtual sessions, and digital interactions. The goal is to meet patients where they are—whether at home, at work, or in a clinic.
The omnichannel model provides flexibility and choice, including:
- In-person care at CVS Minute Clinics or Health Hubs
- Virtual care through telehealth sessions with licensed clinicians
- Digital behavioral health tools such as apps, online programs, and self-guided interventions
Dr. Taft Parsons III emphasized that traditional behavioral health care was often inconvenient and disconnected from patients’ daily lives. Omnichannel behavioral health reduces these barriers, allowing patients to access care quickly and discreetly while integrating treatment into their routines.
Shifting the Patient-Provider Paradigm
The pandemic taught an important lesson: patients need care on their terms. Dr. Creagh Milford, senior vice president of retail health at CVS, explained that health care systems must adapt to patient needs rather than expecting patients to adapt to rigid systems.
“Previously, we expected people to accommodate health care as it existed. The learning through the pandemic has been that people really want and need to get to care in the manner that’s best for them, that fits best into their lives,” Milford said.
Adopting omnichannel behavioral health is more than implementing technology—it requires operational and cultural change. Clinicians accustomed to scheduled office visits must adapt to workflows that integrate virtual care seamlessly.
“It’s really hard to break habits of providers going into their office and seeing patients that are scheduled and then taking time to do virtual care,” Milford said. “We all as leaders and practitioners need to continue to push ourselves to think about what is in the best interest of the right thing to do for our patients.”
Integrating Behavioral and Physical Health
While omnichannel behavioral health increases convenience, there is a risk of care fragmentation if digital, virtual, and in-person services are not coordinated. Geoffrey Boyce, CEO of Array Behavioral Health Care, warned that the proliferation of virtual mental health options could create a “separatist approach” without proper integration.
When executed thoughtfully, omnichannel behavioral health enables collaboration between behavioral and physical health providers, resulting in more holistic care. Dr. Parsons highlighted this potential:
“There are significant opportunities for different groups to work together and package their respective pieces into a more comprehensive behavioral health solution that integrates into the larger picture of physical health and wellness.”
By combining multiple channels, providers can ensure patients receive well-rounded care that addresses both mental and physical well-being, improving outcomes and patient satisfaction.
The Role of Non-Traditional Players
Consumer-driven behavioral health is attracting attention from non-traditional players. Tech and retail giants like Apple, Google, Walmart, and CVS’ peers like Walgreens are exploring ways to deliver accessible, convenient behavioral health services.
According to a Bain & Company report, by 2030, 30% of primary care services could be delivered by non-traditional players, with retail taking a substantial share. Retail providers may capture 5% to 10% of total primary care lives, potentially outperforming traditional providers in convenience, patient experience, and accessibility—particularly in underserved areas. Omnichannel behavioral health is a key strategy for these organizations to meet consumer expectations and remain competitive.
Challenges and Opportunities
Despite its promise, omnichannel behavioral health presents challenges. Providers must ensure care is coordinated, secure, and evidence-based. Clinicians must adapt workflows to integrate virtual and in-person care, and organizations must maintain continuity across multiple channels.
The opportunities, however, are significant. Omnichannel behavioral health can:
- Reduce barriers to accessing care
- Minimize stigma surrounding mental health treatment
- Improve patient engagement and treatment adherence
- Enable integrated care between behavioral and physical health providers
By embracing these models, providers can meet patients where they are, offering flexibility without sacrificing quality or effectiveness.
Looking Ahead
The consumerization of behavioral health is not a temporary trend—it represents a permanent shift in patient expectations. Patients now expect care that is flexible, accessible, and tailored to their lives. Omnichannel behavioral health is central to meeting these demands, providing integrated solutions that combine digital, virtual, and in-person services.
Providers who successfully implement omnichannel behavioral health will be positioned to lead the next era of patient-centered care, creating more accessible, personalized, and effective mental health services for all. As non-traditional players continue to innovate, traditional health systems must adapt, ensuring that care remains coordinated, integrated, and patient-focused.
