Customer relationship management practices topromote mental health services: a study in Ho Chi Minh City, Vietnam

Given the reported high incidences of depression related suicides in Ho Chi Minh City (HCM City)Vietnam, a phenomenological case study was conducted to assess the profiles of mental health providers and their customer relationship practices. The study presents findings from eight in-depth interviews with MentalHealth (MH) doctors and marketers at public and private facilities about activities used to attract and retaincustomers, their effectiveness, and the challenges encountered. The trade publications and also the scholarly literature would indicate progressively increasing use of marketing skills at both public and private MHproviders, through social marketing campaigns, anti-stigma and MH awareness, social media marketing,Search Engine Optimization (SEO), digital platforms, and tech-enabled Customer Relationship Management (CRM), despite the fact that there is a recurring undersupply of mental health care services. In somewhat of a contrast, findings from interviews for the HCM City showed that government-affiliated providers were reactive, dependent on direct transfers and unconcerned about retention or CRM. Investments in CRM and marketing in general were limited and non-strategic in the State sector; marketing communication materials were of limited effectiveness and quality, even among mid-tier private providers. In contrast, upscale private clinics used a repertoire of tools including Facebook Business pages, YouTube.com clips, content-rich websites, blogging, toll-free numbers and workshops. Through innovation and client-focus, upscale private MH clinics derived a major source of business from Word of Mouth (WOM). Some challenges to MH usage that we identified were stigma, gender roles, unethical doctor behaviors, poor quality of MH education, and practice. Also, many providers had a difficult time educating individuals about the symptoms and treatmentof mental illness, and outreaching with the MH service delivery to induce trial.

Digital marketing, mental health, consumer behavior, CRM (Customer RelationshipManagement), psychology, psychiatry, Ho Chi Minh City, Vietnam