Positive Marketing of Mental Health Services : A Study on Positive Marketing´s Effect on the General Appeal of Seeking Mental Health Help

Abstract: Undiagnosed mental illnesses/disorders are a huge worldwide problem, that affect both society and individuals on an economic, social and medical level. The high amount of people with undiagnosed mental illnesses/disorders may originate from various sources, but it usually stems from the general stigma surrounding the mental illness/disorder phenomenon. The said stigma manifests itself in negative emotions and negative perceptions toward the mental illness/disorder phenomenon, as well as mental health services and the marketing thereof. This study´s main purpose was to examine if positive marketing, that can be said to stand in contrast to the current perceptions within the mental illnesses/disorders field, has the potential to counteract those negative emotions and perceptions.  In order to conduct the study, a literature review was performed in order to gather relevant information on positive marketing, stigma and previously taken actions. The said information was then used to design an interview guide and prototypes of positive marketing of mental health services. The in-depth interviews were then conducted, as well as the prototypes were presented for evaluation, to the 11 respondents with various backgrounds. The study was conducted during the holiday seasons as to minimize the stress factors that respondents might experience. Furthermore, the respondents were given the choice of conducting the interviews in person or via video conference. That was done in order to allow for as comfortable circumstances for the respondents as possible. The results indicated that there was indeed a strong stigma surrounding the subjects of mental illnesses/disorders, mental health services and the marketing of mental health services. However, the respondents communicated a possible reduction in the said stigma from their side if appropriate changes take place. The said changes were in line with positive marketing´s main principles and processes. Furthermore, most of the respondents reacted positively when presented with the prototype of positive marketing adjusted to the mental health services. That leads the study to an inference that the positive marketing does indeed possess a potential to lower the amount of undiagnosed mental illnesses/disorders. However, the phenomenon has not been thoroughly researched prior to this study. Therefore, there is a need for further research, in which one can analyse different aspects of the phenomenon. This study suggests the direction of future research to be focused on practical implications, as well as analysis of the phenomenon within different social groups and cultures.