Trust via app? How storytelling makes mental health services more accessible

When the soul is suffering, every day counts – but those who need psychological help today often have to wait months. In this country, the average waiting time for a therapy place financed by health insurance is 18 to 20 weeks. According to the Federal Chamber of Psychotherapists, there is a shortage of at least 1,600 therapy places nationwide to meet demand.

Patients who cannot quickly access therapy are often forced to resort to other forms of support, such as self-help groups, counselling centres or digital services. The market for these services is booming in Europe, with more and more companies turning to digital solutions for mental health, ranging from low-threshold meditation apps to online courses. In the B2B sector, organisations are also discovering such services for their employees as part of holistic health strategies. The possibilities are endless. But how do tech companies get their users to bare their souls? And how do they convince organisations to invest in something as intangible as their employees’ mental health?

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Barriers: Stigmatisation and uncertainty

Health is personal, mental health is a sensitive topic. And tech, unfortunately, is often the opposite. That’s why it’s so important that health tech applications not only explain their functions, but also build trust with users. Studies show that stigma and uncertainty are key barriers to the use of digital mental health services. Users don’t just want to know how a tool works, they want to know why they should trust it – and how it can help them personally. What’s the best way to achieve this? Narratives that are evidence-based and emotionally relatable.

Science meets emotion: what communication really needs to achieve

Our brains love stories. Neuroscientific studies show that storytelling triggers the release of oxytocin, a hormone that promotes empathy, trust and connection. This is exactly what we need when discussing sensitive topics such as depression, anxiety disorders or burnout. Stories based on real experiences and backed up by scientific facts increase both understanding and trust in health measures. The following are particularly effective:

Turning sufferers into ambassadors

Authentic testimonials from users who have overcome specific problems with digital solutions create identification. Important: The stories should not dramatise, but rather empower and show that help is available and healing is individual.

Speaking the language of your target group

Technical terms are often intangible and create a sense of distance. Clarity and simplicity, on the other hand, create accessibility. Use terminology that

• is empathetic, but not pitying.
• is professionally accurate and yet remains comprehensible.
• encourages rather than frightens.

Empathetic founder narratives

Why was the company founded? What is the personal motivation behind it? This is important because trust is built through identification, not just through well-designed app features. Those who communicate should also consider who they are communicating with: mental health issues affect marginalised groups particularly severely. A brief reference to gender, socio-economic context or cultural differences can help to demonstrate sensitivity.

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Learning from pioneers: Best practices

A look at real-life examples shows that there is no one right way to tell a story, but there are certainly successful approaches. Three companies on the German market are particularly successful and well-known. Their goals are similar, but the paths they have taken to achieve them are different.

Selfapy: Digital psychotherapy with individual support

Selfapy offers online therapy on prescription. The content of the 12-week online courses is based on cognitive behavioural therapy (CBT) and has been designed by licensed psychologists. They are aimed at people with mental illnesses such as depression, generalised anxiety disorder or bulimia.

Communication is characterised by structured information, verified content and genuine psychological expertise. Studies, for example, on the effectiveness of treatment for depression, anxiety or eating disorders, are a central component of storytelling. The focus is not only on the figures, but also on the message: ‘You are not alone, and we treat you with the same seriousness as in a traditional practice.’ Selfapy provides a therapeutic safe space – digital, but at a clinical level.

HelloBetter: Prevention and self-help for everyone

HelloBetter, on the other hand, takes a more everyday approach. Communication is more accessible, emotional and often visually appealing. Blog posts translate user experiences and psychological backgrounds into simple, accessible formats. Studies are also available here, but they tend to remain in the background. HelloBetter is not only aimed at people who need acute therapeutic help, but also shows that early intervention is worthwhile and that integration into everyday life makes a difference.

Nilo: Mental health as a business case

Nilo targets the world of work. With a strategic storytelling approach, the company addresses decision-makers and HR teams. Mental health is presented as a factor for success, with arguments relating to productivity, employer branding and retention. White papers provide companies with tools they can use to embed the topic in their operations. Nilo combines data with emotion and translates mental health into the language of business.

Conclusion: Storytelling as a door opener for digital therapy services

Whether prevention, acute help or retention boosters: best practices show how well-thought-out communication based on storytelling principles makes digital services more accessible. Given the nationwide shortage of therapy places approved by health insurance funds and rising case numbers, mental health tech services are a crucial factor in closing gaps in care and helping thousands of people.