Marketing a mental health program, a case study: The resource for divorcing parent

Psycho-educational programs provide valuable outlets for mental health services, yet many such programs fail to transmit their benefit because they are not marketed effectively.;Based on the literature of social marketing and using the case study methodology of a psycho-educational program developed to improve the divorce transition for divorcing parents and their children, this study describes three in vivo marketing strategies and their results, (1) marketing to referral sources, (2) a demographic survey of potential clients, and (3) a market analysis of potential program clients and the marketing methods derived from this analysis. These strategies are potentially fruitful for other mental health program marketers.;Marketing to referral sources was found to increase the marketer's understanding of the social context and help already available to potential program clients, and gain recognition and networking potential for the program. This study develops a profile of the most promising referral sources that avoid the most frequent difficulties encountered when working with this group.;The second marketing strategy uses a demographic survey to answer the question, "Is there an adequate market for this program?".;Most fruitful results were achieved through use of a market analysis that gathered psychographic information from in-depth interviews with 10 divorcing/ed mothers and 10 divorcing/ed fathers. Findings from these interviews helped to establish the population not to target for marketing; the gender differences, personality types, situations, concerns, and needs experienced. The benefits wanted by potential clients were discussed, as well as the marketing approaches that are responsive to these facets of marketing. Also discussed were the potential clients' opinions for or against the program, and the qualities that block or enable their use of the program. Findings include the importance to marketing of supportive personal contact, educational marketing methods, a workshop format, and integrating into the program services that are frequently wanted. Marketing methods were derived from the market analysis that fit the preferences and abilities of mental health workers, the characteristics of a mental health program, and the needs of mental health clients. The importance of ethical promotion followed by a competent, effective program is emphasized.