Social Marketing Mix : A Framework for Promoting Mental Health Services

Abstract

Aim/Purpose: The study aims to apply the social marketing concepts and framework and develop a marketing mix for reducing social stigma associated with help-seeking behaviour among individuals dealing with mental illness. The study examines perception of practitioners involved in mental well-being services on factors that influence selection of mental health services. This paper highlights the role of social marketing in promoting behavioural change and improving help-seeking behaviour to address mental illness.

Background: The discipline of social marketing can become an important driver for change in terms of brining behavioural change. Social marketing involves adapting commercial marketing theories and practices for supporting campaigns for social change. There is a need to examine how contemporary marketing practices can help to promote mental health service.

Methodology: The study involved review of existing literature on social marketing and its role in social change. A cross-sectional study was conducted among psychologist, social workers, mental health counsellors and HR professionals      using online questionnaire based on stratified sampling. The findings of the survey were integrated with the literature using to adopt a mixed method research and propose a framework for social marketing. Descriptive analysis was carried out based on the data collected. 

Contribution: The study adds to the body of knowledge of social marketing by of proposing a social marketing framework that can enable service providers to create awareness and reduce the stigma associated with seeking help for mental illness.  The study could help community-based services in mental to Promote help-seeking behaviour.

Findings: The findings indicate that adapting the marketing mix for social marketing can creative positive attitude towards mental health and its services. Emotional or interpersonal problems carries social stigma and Confidentiality and safe space for counselling can create a conducive environment for help-seeking. Social media and influencers can contribute to create awareness on the benefits of mental well-being will bring in a social change to accept counselling services.