Ho Chi Minh City, Vietnam: A Case Study in Mental Health Marketing
Downloads
Following the phenomenological case study method, this paper highlights the mental health marketing scenario in Ho Chi Minh City, Vietnam. While the developed world is finding modern methods to connect with and serve MH patients, Vietnam and most other developing economies are still struggling to shift views from mental illness to mental wellness. Despite this, particularly among a small group of forward thinking providers, there is a trend taking shape towards more proactive and digitally-savvy identification, acquisition, and retention of mental health patients. In addition to de-stigmatizing mental health issues, this has the effects of providing patients access, confidence, and meaningful engagement. Marketing orientiation also resulted in increased attention to preventive mental healthcare.
Belch, G. E., & Belch, M. A. (2012). Advertising and promotion. An integrated marketing communication perspective. North Ryde, N.S.W., Australia: McGraw-Hill Aust. Pty. Ltd.
Bệnh Viện Tí¢m Thần Tp.Hcm. (2018, February 19). Retrieved from https://www.facebook.com/pages/B%E1%BB%87nh-Vi%E1%BB%87n-T%C3%A2m-Th%E1%BA%A7n-TpHcm/916640171694009
Canada Newswire. (2011, April 28). Kinark kicks off Children's Mental Health Week with Interactive Facebook event. Canada Newswire.
Carr, E. S. (2009). Saving the Modern Soul: Therapy, Emotions, and the Culture of Self-Help. 83(1), 138-141.
Chang, T. (2005, November 1). Online Counseling: Prioritizing Psychoeducation, Self-Help, and Mutual Help for Counseling Psychology Research and Practice. The Counseling Psychologist .
Corrigan, P. (2004). How Stigma Interferes With Mental Health Care. American Psychologist, 59(7), 614-625.
Donohue, J. B. (2004). Effects of Direct-to-Consumer Advertising on Medication Choice: The Case of Antidepressants. Journal of Public Policy & Marketing, 23(2), 115-127.
Dunn, R. (1984). Learning Style - Association for Learning Environments. Theory into Practice, 23(1), 10-19.
Fox, K., & Kotler, P. (1980). The Marketing of Social Causes: The First Ten Years. Journal of Marketing , 44, 24-33.
George, B. P., & Henthorne, T. L. (2009). The incorporation of telemedicine with medical tourism: A study of consequences. Journal of Hospitality Marketing & Management, 18(5), 512-522.
George, B. P., & Nedelea, A. (2009). Medical tourism: an analysis with special reference to its current practice in India. International Journal of Leisure and Tourism Marketing, 1(2), 173-182.
George, B. P., Henthorne, T. L., & Williams, A. J. (2010). Determinants of satisfaction and dissatisfaction among preventive and curative medical tourists: a comparative analysis. International Journal of Behavioural and Healthcare Research, 2(1), 5-19.
Henthorne, T. L., Salgaonkar, P., & George, B. P. (2009). External recommendations versus internal satisfaction in health care: a case study in India. Health marketing quarterly, 26(3), 241-250.
Hammer, J., & Vogel, D. (2009, November 17). 7)Men's Help Seeking for Depression: The Efficacy of a Male-Sensitive Brochure About Counseling. Retrieved from Sage Publications .
Hofstede, G. (2018, March 29). The Six Dimensions of National Culture . Retrieved from hofstede-insights.com: https://www.hofstede-insights.com/models/national-culture/
Kamra, V., Singh, H., & De, K. K. (2016). Factors Affecting Hospital Choice Decisions: an exploratory study of healthcare consumers in Northern India, Kamra. Asia Pacific Journal of Health Management, 11(1), 76-84.
Lamberts, R. (2016, December 12). Marketing a medical practice using Facebook. Medical Economics , p. 39.
Le, T. T. (2017, November 12). Marketing Practices for Mental Health in HCM City. (N. P. Nguyen, Interviewer)
Lester, D., Hvezda, J., Sullivan, S., & Plourde, R. (1983). Maslow's Hierarchy of Needs and Psychological Health. Journal of General Psychology, 109(1), 83-85.
Manderscheid, R. R., & Freeman, E. (2010). Evolving definitions of mental illness and wellness. Preventive Chronic Diseases , 7(1), A19.
McCay, E., Carter, C., & Aiello, A. (2017). Training frontline community agency staff in dialectical behaviour therapy: building capacity to meet the mental health needs of street-involved youth. Journal of Mental Health Training, Education & Practice, 12(2), 121-132.
Mekoth, N., George, B. P., Dalvi, V., Rajanala, N., & Nizomadinov, K. (2012). Service quality in the public sector hospitals: a study in India. Hospital topics, 90(1), 16-22.
Reeves, K. (1998). Direct-to-Consumer Broadcast Advertising: Empowering the Consumer or Manipulating a Vulnerable Population? Journal of Food and Drug Law , 53(661).
Root, J. S. (1999). Easy-to-read consumer communications: a missing link in Medicaid managed care. Journal of Health, Politics, Policy, and Law , 24(1), 1-26.
Schiffman, L., & Kanuk, L. (2010). Consumer Behavior . New Jersey: Pearson Prentice Hall.
Sproles, E. K., & Sproles, G. B. (1990). Consumer decision-making styles as a function of individual learning styles. Journal of Consumer Affairs, 24(1), 134-147.
Sterlin, E. (2016). Healthcare Market Assessment: East Asia, 2016. Retrieved from WorldBank: https://www.ifc.org/wps/wcm/connect/12f5c712-281a-4bb8-bcfb-7bc4949d17e2/EastAsiaHealth_FINAL_cover1.pdf?MOD=AJPERES
Tengilimoglu, D., & Yesiltas, M. (2007). The Role of Public Relations Activities in Hospital Choice. Health Marketing Quarterly, 24(3/4), 19-31.
Top Nine Counseling Services in HCMC (2017, February 15). Retrieved from toplist.vn: http://toplist.vn/top-list/dich-vu-tu-van-tinh-yeu-online-giu-gin-hanh-phuc-gia-dinh-11698.htm
Tran, V. C. (2017). Mental Health Care in Vietnam . Taiwanese Journal of Psychiatry, 31(4), 287-299.
US Framework and VALSâ„¢ Types. (2015). Retrieved from StrategicBusinessInsights.com: http://www.strategicbusinessinsights.com/vals/ustypes.shtml
WHO. (2014). Mental Health Atlas. Geneva : World Health Organization.
Copyright notice:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)
