WEST LAFAYETTE, Ind., June 29 (AScribe Newswire) -- Public funding cuts and aging baby boomers are just two reasons why the mental health industry is pursuing the benefits associated with branding, says a Purdue University marketing expert.
"The stigma traditionally associated with mental illnesses - such as depression, anxiety or schizophrenia - and other behavioral issues make developing a brand more of a challenge," says Jay Wang, an assistant professor of marketing communication. "Stigmas also can keep people from seeking the services they need, and that is why a brand can help consumers realize how they can benefit from this area of the health-care industry."
Branding is part of the marketing plan a business uses to establish a relationship with consumers by differentiating itself from competitors while building loyalty and comfort with the company's services or products, Wang says. General health-care services and pharmaceutical companies have embraced branding. The mental health industry, especially community mental health service providers, is looking more closely at branding because of potential new clients among aging baby boomers and funding pressure brought about by reduced federal and state funding.
"Historically, community mental health care centers have most often been used by consumers who receive government funding, such as Medicaid," Wang says. "Now, as funding cuts are being made nationwide, these organizations are trying to attract other clients, such as more affluent, privately paying adults, who definitely can benefit from such services."
One example of branding is for mental health organizations to stop using the word "mental" in their titles because of the term's negative connotations, Wang says.
"Customers may not be comfortable with seeking mental health services, but instead they may be more receptive to 'behavioral' health services," Wang says. "However, this is a term that industry is adapting for use because 'behavioral' does not explain all mental health disorders."
Wang is working on a branding plan for a community mental health center in Central Indiana. This collaboration is one project at Purdue's Regenstrief Center for Healthcare Engineering that examines how health-care delivery can be improved. The center, which officially started operation Jan. 1, aims to improve the quality and efficiency of health-care delivery.
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CONTACT: Jay Wang, 765-494-3325, jianwang@cla.purdue.
Amy Patterson Neubert, Purdue University News
Service, 765-494-9723, apatterson@purdue.edu
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