An evaluation of the development of a marketing strategy in mental healthcare delivery

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Budget restrictions and increasing market forces within the Dutch mental healthcare sector have been forcing mental healthcare providers to manifest the added value of their quality of care. This calls for the development of the marketing skills of a mental healthcare provider, which can still be considered a relatively new activity within this sector.
In a case study at a mental healthcare provider in the Netherlands we evaluated the professional growth from 2009 onwards of strategic marketing in mental healthcare. A document analysis, log analysis, and interview were used as evaluation methods to identify the use of instruments in the area of strategic marketing and to identify the underlying processes and effects.
The results show that several initiatives have been undertaken in the field of marketing. Portfolio analyses proved to be dominant. In addition, organizational strategies had been described, though these were not a direct result of the analyses. The next step for mental healthcare providers is the development of a sound marketing strategy in line with the organizational objectives.
The extent to which mental healthcare providers utilize instruments in strategic marketing is growing. The first steps are visible. Further maturity in this field is required however to anticipate changes that are expected in the mental healthcare market.
Keywords: Marketing strategy, Mental healthcare, Portfolio analysis
Original languageEnglish
Pages (from-to)84-91
JournalInternational Journal of Healthcare Management
Issue number2
Publication statusPublished - 2014


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