Direct-to-consumer (DTC) marketing strategies represent an increasingly popular approach to promote patient awareness of psychological treatments (PTs). The Marketing Mix is a well-established framework used to inform marketing decisions consisting of four “P’s”: Product (or Service), Promotion, Place, and Price. We conducted the first DTC marketing survey using the Marketing Mix framework to explore how parents concerned about their adolescents’ behavioral health receive information about PTs. A sample of 411 parents (51% girls, 82% non-Hispanic White) of 12- to 19-year-old adolescents completed an online survey asking how they would prefer to receive information about PTs, including five questions spanning the Promotion, Price, and Place dimensions of the Marketing Mix. A subsample of 158 parents also reported on how they had received PT information during their adolescent’s most recent therapy experience, allowing us to compare ideal versus actual therapy experiences. We explored the extent to which experiences varied as a function of parent race/ethnicity, income per capita, parent education level, and adolescent treatment history. Bivariate analyses and multivariate logistic regressions were used to examine which of these variables were associated with parents’ responses to specific survey items. Analyses revealed that parent preferences varied as a function of income per capita, education level, and history of treatment. In addition, there were significant gaps between parents’ ideal and most recent therapy experiences. Implications for the marketing of PTs are discussed.

中文翻译：

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家长对心理治疗的偏好和经验：使用营销组合框架直接面向消费者的调查结果。

直接面向消费者 (DTC) 的营销策略代表了一种日益流行的方法，以提高患者对心理治疗 (PT) 的认识。营销组合是一个完善的框架，用于为由四个“P”组成的营销决策提供信息：产品（或服务）、促销、地点和价格。我们使用营销组合框架进行了第一次 DTC 营销调查，以探索关心青少年行为健康的父母如何获得有关 PT 的信息。12 至 19 岁青少年的 411 名父母（51% 女孩，82% 非西班牙裔白人）完成了一项在线调查，询问他们希望如何接收有关 PT 的信息，包括跨越促销、价格的五个问题，以及营销组合的放置维度。158 名父母的子样本还报告了他们在青少年最近的治疗经历中如何获得 PT 信息，使我们能够比较理想与实际治疗经历。我们探讨了经验随父母种族/民族、人均收入、父母教育水平和青少年治疗史而变化的程度。双变量分析和多变量逻辑回归用于检查这些变量中哪些与父母对特定调查项目的反应有关。分析显示，父母的偏好因人均收入、教育水平和治疗史而异。此外，父母的理想和最近的治疗经验之间存在显着差距。讨论了对 PT 营销的影响。