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Branding, Boomers and the Mental Health Industry The mental health industry has not traditionally incorporated much branding into its operations. But funding cuts are driving the sector to push past stigmatization and win new clients – particularly baby boomers. The mental health industry may not be one much associated with branding, or the need to pursue marketing tactics generally. But in recent times these avenues have been explored by companies and organizations that provide mental health services. Public funding cuts and aging baby boomers are just two reasons why the mental health industry is pursuing branding as a strategy for drawing patients. Marketing messages and branding become more difficult to get across to patients in an area of care so stigmatized. But it is the very stigma of receiving mental health services that can keep people in need of care from reaching out. Communicating messages clearly through branding can help customers realize the benefits they will receive from receiving care, and also distinguish one service provider from another. Branding builds loyalty and a level of comfort with the company's services or products. Companies within the general health care sector and pharmaceutical industry have already embraced branding wholeheartedly. The mental health industry looks to be following suit a little belatedly, driven largely by the potential for new clients among the ranks of aging baby boomers and funding pressure caused by reduced support at both federal and state levels. Historically, community mental health care centers have catered especially to consumers who receive government funding, such as Medicaid. But as the effects of funding cuts are felt, organizations are trying to attract another tier of clients. Affluent, privately paying adults – especially baby boomers – can help support the centers' operations while receiving beneficial services to help themselves. Branding in the mental health industry is largely geared towards eliminating stereotypes. 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. People who would steer well clear of "mental health services" premises might be intrigued and enthusiastic about receiving "behavioral health services." Besides semantics, branding focuses on improving the quality and efficiency of mental health services, and communicating improvements effectively to potential patients. Baby boomers, as repeated studies have shown, expect a high level of customer care and respectful personal attention from their health care providers generally. If they are the target market of the new and improved mental health industry, it's their high standards that must be the goal of companies and organizations. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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