Effective Use of Digital Marketing in the Mental Health Industry

Abstract

The study explores the usefulness of digital marketing strategies (DMS) in promoting the awareness of mental health in Asia as it investigates relationships between DMS, ethics, feedback processes, target audiences, and marketing aims. Quantitative approach was adopted and 200 professionals working in the mental health sector in Asia were surveyed. The proposed model was tested in terms of SPSS and SmartPLS. The results indicated positive correlations between DMS and marketing goals, target audience and ethics, and target audience and marketing goals. Ethics, however, did not produce any significant influence in the feedback mechanisms. The results indicate that successful mental health marketing is based on proper targeting of audience and a need to use culturally suitable language. The research leads to the literature on marketing in digital health by providing a vision on the ethical and strategic opportunities of mental health organizations to magnify their reach in sensitive and diversified environments.