How to Design a Mental Health Marketing Strategy

by | May 13, 2021 | Healthcare Industry Insights | 0 comments

Now more than ever, mental health marketing strategies are essential for educating your communities and empowering them to seek the appropriate care.

It’s a painful real­i­ty: Many of our col­leagues and com­mu­ni­ty mem­bers are cur­rent­ly expe­ri­enc­ing depres­sion, drug abuse and oth­er emo­tion­al and behav­ioral issues at unprece­dent­ed rates.

While cer­tain demo­graph­ics suf­fer from men­tal health con­cerns more than oth­ers, these issues affect all mem­bers of the com­mu­ni­ty, cut­ting across gen­der, racial and socioe­co­nom­ic lines.

From depres­sion caused by los­ing fam­i­ly mem­bers and jobs to anx­i­ety and burnout from being over­worked, these are seri­ous issues with life-threat­en­ing impli­ca­tions if not addressed.

Con­sid­er these alarm­ing statistics:

  • Dur­ing August 2020 and Feb­ru­ary 2021, the per­cent­age of adults with recent symp­toms of anx­i­ety or depres­sion increased from 36.4% to 41.5%. (CDC)
  • Sui­cide is the sec­ond lead­ing cause of death among indi­vid­u­als between the ages of 10 and 34, and the fourth lead­ing cause of death among indi­vid­u­als between the ages of 35 and 54. (CDC)
  • 60% of youth with major depres­sion do not receive any men­tal health treatment—and even in states with the great­est access, over 38% are not receiv­ing the men­tal health ser­vices they need. (Men­tal Health America)
  • The aver­age delay between onset of men­tal ill­ness symp­toms and treat­ment is 11 years. (Nation­al Alliance on Men­tal Illness)

As cus­tomer advo­cates, health­care mar­keters are unique­ly qual­i­fied to engage indi­vid­u­als and their fam­i­lies who are strug­gling with men­tal health issues and guide them to the sup­port they need.

Creating awareness and empowerment with mental health marketing

As a result of COVID-19, Google report­ed a major spike in search­es relat­ed to men­tal health issues like anx­i­ety and pan­ic attacks and their treat­ment options. At the same time, mul­ti­ple stud­ies reveal a strong link between heavy social media use and an increased risk for depres­sion, anx­i­ety, lone­li­ness, self-harm and even sui­ci­dal thoughts.

To address these issues, health­care providers are pri­or­i­tiz­ing men­tal health ser­vices. The chal­lenge is over­com­ing the stig­ma asso­ci­at­ed with men­tal health, cre­at­ing aware­ness of the ser­vices offered and reduc­ing fric­tion for those seek­ing help.

It’s also impor­tant to con­sid­er that a major­i­ty of your tar­get audi­ence will be peo­ple seek­ing sup­port for a loved one, and look­ing for guid­ance on where to seek help. 

The pil­lar of an effec­tive men­tal health mar­ket­ing strat­e­gy is high-qual­i­ty con­tent designed to meet search demand, while also help­ing con­sumers under­stand what they’re expe­ri­enc­ing and find the help they need. HIPAA-com­pli­ant dig­i­tal pro­mo­tion through paid search, social media, native adver­tis­ing and stream­ing ser­vices are effec­tive ways to dri­ve aware­ness and engagement.

Serv­ing as a resource to your com­mu­ni­ty dur­ing moments of need and height­ened inse­cu­ri­ty will posi­tion your orga­ni­za­tion as a trust­ed resource, fos­ter­ing a long-term rela­tion­ship with indi­vid­u­als and their fam­i­lies. Whether your men­tal health ser­vice line com­pris­es inpa­tient and/or out­pa­tient care, we’re here to help.

Mental health marketing services that make an impact

At True North Cus­tom, we part­ner with health­care orga­ni­za­tions nation­wide to con­nect patients with the care they need across all ser­vice lines. Our men­tal health mar­ket­ing ser­vices are specif­i­cal­ly designed to inter­act with con­sumers at their moment of need, inform them of the need for care and inspire them to take the appro­pri­ate action.

We also know that capac­i­ty in men­tal health ser­vices can be chal­leng­ing, and we align our pro­posed strate­gies to the pop­u­la­tion health aspect of rais­ing aware­ness and edu­ca­tion around these issues.

Our inte­grat­ed suite of men­tal health dig­i­tal mar­ket­ing ser­vices include:

  • Blog and social content—strategic con­tent and SEO focused on men­tal health top­ics and designed around your organization’s ser­vices and access points
  • Paid search campaigns—cost-effective tar­get­ing and turnkey exe­cu­tion of men­tal health mar­ket­ing cam­paigns to con­nect peo­ple most urgent­ly seek­ing help
  • Social media marketing—precision tar­get­ing on Face­book and Insta­gram that edu­cates and engages your tar­get audience
  • Unique land­ing pages—highly tar­get­ed with strate­gic, clear and con­ver­sion-focused con­tent and calls to action that remove the guess­work from get­ting help
  • Report­ing and optimization—real-time access to ana­lyt­ics dash­boards, plus reg­u­lar report­ing dis­cus­sions to dri­ve ongo­ing cam­paign optimizations

As a lead­ing agency for men­tal health mar­ket­ing ser­vices, we’re here to help guide your com­mu­ni­ty to bet­ter health and grow vol­ume for these essen­tial services.

Let’s Build Your Mental Health Marketing Strategy

Our team of health­care mar­ket­ing experts is here to build a men­tal health mar­ket­ing strat­e­gy around your unique goals, ser­vices, audi­ence and budget.

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