Bottom line bolstered by branding

Public funding cuts and aging baby boomers are just two reasons why the mental health industry is pursuing the benefits associated with branding, indicates Jay Wang, assistant professor of marketing communication at Purdue University, West Lafayette, Ind.

"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 Wang. "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 explains. 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 monetary needs 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 notes. "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. "Customers may not be comfortable with seeking mental health services, but instead they may be more receptive to 'behavioral' health services," Wang reveals. "However, this is a term that industry is adapting for use because 'behavioral' does not explain all mental health disorders."

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COPYRIGHT 2005 Gale Group