Date of Publication

5-2020

Document Type

Master's Thesis

Degree Name

Master of Marketing Communications

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Emma Lourdes Mones

Defense Panel Chair

JL Liongson

Defense Panel Member

Iris Ostrea
Ann Maribel Hapin

Abstract/Summary

Mental health in the Philippines is far from leveling with global standards. However, there is progress in the form of enacting landmark bills, opening venues for discussion, and increasing awareness towards the subject. In 2009, the Philippine Psychology Act was passed, promoting, regulating, and monitoring the practice of psychology. Psychometricians and psychologists are now required to pass a licensure exam in order to practice the profession and to provide psychological services namely psychological intervention, psychological assessment, and psychological programs.

PsycheGuide Association, Inc. is one example of a facility which provides the aforementioned services. Established in 2014, PsycheGuide has since been providing reliable psychological services to Caviteños with its team of qualified practitioners, efficient processing, and affordable prices. However, as the number of organizations concerned with psychological well-being grow, along is the gradual increase of psychological facilities, too. To continue being relevant, complacency is not an option.

A survey among 282 respondents working or studying or residing in Cavite was conducted. The survey population comprised of 115 whom have availed psychological services from 2015 to February 2020 and 167 whom have never had any psychological services. The results of the survey were utilized in distinguishing the target market, preferences, and considerations of the study at hand.

This paper aims to increase the brand awareness among the target market within Cavite and increase as well the revenues of the facility. Varied marketing activities and platforms have been recommended in achieving the goals of this integrated marketing communications campaign.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Mental health services—Marketing

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Embargo Period

8-16-2022

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