HeyMom Leverages Parent-Child Relationships to Address ADHD Through Online Parenting Solutions

“Homework that could be finished in 20 minutes ends up taking hours.”

This may be what you, as a parent, are currently experiencing, and it is also what Ding Ying from Peking University frequently encounters.

“I have quietly observed the interactions between parents and children in many families, and through conversations with children, I have discovered a deeper reason behind their procrastination on homework: ‘Mom and Dad are very busy, but they always stay by my side while I’m doing my assignments.’ In essence, the child is simply using delay as a strategy to gain parental companionship.” Ding Ying has taught psychology, behavioral science, and education at the university level for nearly a decade. Over these ten years, numerous friends have sought her assistance in addressing issues concerning “problem children.”

“Many parents come to me after their children have been diagnosed with ADHD, but by that time, the child’s condition has already become relatively severe,” Ding Ying frankly stated. “In fact, during the early years (before age 6), if parents provide appropriate guidance using correct methods, they can entirely prevent this worst-case scenario from occurring. Even if pathological symptoms are indeed present, their severity can be mitigated. Even in cases involving genetic predisposition, adopting reasonable early interventions can help avoid certain adverse outcomes.”

As she encountered more and more cases, Ding Ying’s desire to resign and start her own business grew stronger. After discussing with several executive friends, she founded her own parenting research institute, Hangzhou Hema Information Technology Co., Ltd. (hereinafter referred to as “Hey Mom”), in 2015.

Currently, there is no consensus in the academic community regarding the etiology of attention-deficit/hyperactivity disorder (ADHD).

“In my personal opinion, ADHD is half genetic and half environmental,” said Ding Ying. “First, I want to make one thing clear: ADHD is very common and not limited to children. For example, my own mentor has ADHD. She once served as the president of the Association for Play Therapy in the United States, and her son also inherited ADHD. However, this did not prevent her from becoming a highly distinguished psychologist, nor did it hinder her child from becoming an outstanding professional in the investment industry. It is not a terminal condition.”

“Although there is currently no 100% cure for ADHD, individuals can fully adapt to societal development through appropriate guidance and education.” She further explained, “As children interact most frequently within the family setting, the parent-child relationship is a critical factor influencing their behavior.”

According to Clinical Therapeutics of Attention-Deficit/Hyperactivity Disorder in Children, families of children with ADHD exhibit numerous problematic parenting styles, such as spoiling, harsh authoritarianism, and permissiveness. Compared with typical families, these households demonstrate higher levels of rejection, denial, punishment, over-interference, and overprotection, both in the current upbringing of the affected child and in the childhood parenting experiences of the parents themselves. Under such adverse family education practices, children with ADHD are prone to developing deviant personality traits.

Therefore, interventions targeting the parent-child relationship can alleviate psychological stress in children to a certain extent, thereby facilitating the rehabilitation of children with attention-deficit/hyperactivity disorder (ADHD). Meanwhile, a healthy parent-child relationship is beneficial to the development of all children.

In this context, HeyMom adopts a family education approach, using the treatment of children with ADHD as an entry point. It is designed for all children aged 3 to 12 and their parents, providing them with scientific, simple, and effective family education solutions.

In psychology, Cognitive Behavioral Therapy (CBT) is a short-term psychotherapeutic approach that aims to modify maladaptive cognitions by changing thoughts, beliefs, and behaviors, thereby alleviating negative emotions and behaviors. Research indicates that CBT helps regulate emotions in children with attention-deficit/hyperactivity disorder (ADHD).

Building on cognitive behavioral therapy, Ding Ying conducted in-depth research and selected mindfulness-based interventions for children. By employing rigorous scientific methodologies and collecting extensive normative data, her team performed comprehensive data analysis. They found that mindfulness interventions for children can significantly alleviate parent-child relationship stress and regulate anxiety and hyperactive behaviors, thereby improving behavioral outcomes in children with attention-deficit/hyperactivity disorder (ADHD). These findings have been compiled into a manuscript scheduled for publication in a prestigious international journal. “A child’s inability to calm down often indicates high levels of anxiety. Our research demonstrates that childhood mindfulness not only improves emotional regulation and cognitive function but also promotes healthy brain development in children.”

During the commercialization process, HeyMom initially adopted traditional offline behavioral therapy, requiring children and their parents to complete 40–50 minutes of behavioral counseling sessions in a therapy room each week for a period of two to three months. However, Ding Ying gradually realized that this approach was not only constrained by geographic limitations but also necessitated continuous training of therapists, resulting in high replication costs.

“We are based in Hangzhou. Our co-founders include former Alibaba executives, CEOs of publicly listed companies, and CEOs of major internet firms in Hangzhou. They are either my friends or my clients. Initially, when we agreed to collaborate, it was to support this parent-child venture, with the hope of helping more people,” said Ding Ying. “Their internet DNA also means that we cannot focus solely on offline operations.”

In 2016, HeyMom began its digital transformation by offering parent-training courses on major paid platforms and migrating traditional offline courses to online delivery. Additionally, it bundled offline products into “Gift Packs,” enabling children to complete five minutes of daily training at home. Over a 180-day period, they would progress through seven dimensions of training, advancing from easy to difficult levels.

HeyMom fundamentally emphasizes the parent-child relationship; therefore, it requires that a parent be present when children under the age of six complete tasks. However, in light of each family’s unique circumstances, some may require accompaniment by grandparents. Consequently, the content also adheres to the principle of simplification.

Furthermore, in terms of differentiation, HeyMom administers a brief assessment to children newly enrolled in its online courses and recommends coursework tailored to their individual needs based on the assessment results.

When focusing on issues of children’s attention, these can be categorized into five major dimensions: first, adjustment of the parent-child relationship; second, improvement of the child’s psychological state; third, visual attention training; fourth, auditory attention training; and fifth, enhancement of comprehensive problem-solving abilities. Ding Ying stated that the causes of attention deficits vary among children. For instance, if a mother criticizes her child daily, the child may exhibit significant restlessness and an inability to concentrate. In such cases, it is essential to adjust the family’s parent-child dynamics and expand educational components focused on strengthening the parent-child relationship.

Meanwhile, after completing the five-minute lesson, both children and parents are required to submit a check-in feedback. If the feedback indicates unsatisfactory outcomes for seven consecutive days, the backend system will automatically notify the teacher to follow up on the child’s progress.

It is understood that HeyMom’s paid online courses for parents have been launched on approximately ten platforms, including Kaishu Story, Ximalaya, and Qianliao, which can further drive traffic to parent-child courses. To date, the paid online courses for parents have amassed over 2 million paying users, and more than 20,000 families have participated in the parent-child courses.

Ding Ying stated that HeyMom adopts an asset-light operational model. The team currently comprises over 20 members and achieved break-even by the end of 2018.

In terms of future planning, in addition to continuously iterating its current products, HeyMom will continue to exert efforts in the field of comprehensive Chinese language education. Its latest product, designed to provide reading ability training for children with reading difficulties and disabilities, achieved sales of over 1,000 units within just six hours of its launch. Furthermore, a product aimed at training writing thinking skills is currently under development and is expected to be launched by the end of next year.

Note: The background image is provided by the enterprise.