Audience segmentation: identifying key stakeholders for mental health literacy interventions in India
| DOI | https://doi.org/10.1108/JPMH-03-2013-0012 |
| Date | 09 September 2014 |
| Published date | 09 September 2014 |
| Pages | 159-170 |
| Author | Santosh Loganathan,Matthew Kreuter |
| Subject Matter | Health & social care,Mental health,Public mental health |
Audience segmentation: identifying key
stakeholders for mental health literacy
interventions in India
Santosh Loganathan and Matthew Kreuter
Dr Santosh Loganathan is an
Associate Professor, based at
Department of Psychiatry,
National Institute of Mental
Health and NeuroSciences
(NIMHANS), Bangalore, India.
Dr Matthew Kreuter is an
Associate Dean/Professor,
based at Department of Health
Communication and Research
Laboratory (HCRL), George
Warren Brown School of Social
Work, St. Louis, Missouri, USA.
Abstract
Purpose – Improving mental health literacy is a key component of any population-based mental health
program, especially in low- and middle-income countries. Effective strategies to increase awareness and
reduce stigma associated with mental health are sparse and have not been evaluated in India or among
other low- and middle-income countries. The paper aims to discuss these issues.
Design/methodology/approach – The review was based on the literature obtained from articles identified
by searches of Medline, PubMed, and Google (Scholar) with the Mesh terms “mental health literacy”,
“developing countries,”and “audience segmentation”between 1979 and 2012. Information was also
obtained by interacting with experts in the field of health communication and public health, one of whom
(M.K.) is a co-author.
Findings – Systematic reviews of studies among occidental countries have proposed that targeted approaches
to mental health literacy are not only more effective, but also more cost-effective than general population
approaches. Using audience segmentation to target distinct population sub-groups is a well-established best
practice in health communication, is recommended for low resource settings and in situations with a limited
budget, and may be especially effective when based on socio-cultural variables.
Originality/value – Yet to date it has not been applied in India for mental-health-related communication.
The need for such cost-effective, innovative, and equitable strategies for mental health literacy is the
cornerstone to mitigate stigma associated with mental illness, and improve awareness among a
proportionately illiterate population.
Keywords Stigma, India, Mental health literacy, Health communication, Audience segmentation,
Targeted communication
Paper type Conceptual paper
Psychiatric disorders in India are prevalent in about 65/1,000 population (Gururaj et al., 2005).
With 3,000 psychiatrists for 65 million mentally ill people, it is a challenge for mental health
services to expand and address this “treatment gap” (Patel, 2009; World Health Organization,
2008). Access to mental health care services in the community in India and other low- and
middle-income countries is limited by several barriers, including the relatively small number of
providers and fragmented systems of care (Gater et al., 1991; James et al., 2002; Patel, 2009;
Saraceno et al., 2007; World Health Organization, 2007, 2008). Other key barriers in India
include misconceptions and poor awareness and knowledge about mental illness (Ignacio
et al., 1983; Kermode et al., 2009a, b, 2010; Prabhu et al., 1984; Thara et al., 1998; Thara and
Srinivasan, 2000).
Researchers suggest that mental health services can be strengthened when accompanied by
public education that increases awareness and emphasizes the treatablenature of mental disorders.
South Asian researchers state that enhancing mental health literacy among regional community
members is a cost effective strategy for better mental health services (Trivedi et al., 2007).
At the time of drafting this
manuscript, Dr Santosh
Loganathan was pursuing his
Post-Doctoral Fellowship at the
Epidemiology and Prevention
Research Group (EPRG),
Department of Psychiatry,
Washington University in St Louis,
MO. He was supported for his
Post-Doctoral Fellowship by
Fogarty Grant # TW0581-08
(L.B. Cottler, PI).
DOI 10.1108/JPMH-03-2013-0012 VOL. 13 NO. 3 2014, pp. 159-170, CEmerald Group Publishing Limited, ISSN 1746-5729
j
JOURNAL OF PUBLIC MENTAL HEALTH
j
PAGE 159
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