Samantha Long
Fall 2024
Market Research - Part I
Research Problem Being Studied
​How can SafeSpace Smiles help reduce the stigma around seeking mental health support and improve accessibility to encourage more students to utilize our integrated dental and mental health services?
We will be using a survey as our method for data collection because they allow us to assess various topics at once, including student perception of mental health support and potential interest in utilizing the SafeSpace Smiles program. A well-structured survey can also help us to gather a broad range of student opinions in a relatively short period of time. This method ensures anonymity as well, which may encourage more honest responses when addressing sensitive topics like mental health.
Link to the SafeSpace Smiles Survey (Results)
Market Research - Part II
In order to develop an effective marketing plan for the SafeSpace Smiles program, I surveyed 8 college students from various backgrounds. Most of these students were between 18 and 24 years old, a period of time marked by significant developmental changes and social transitions. Unfortunately, only 25% of the participants reported that they have previously used mental health services through CAPS. Some of the reasons they listed for not seeking help were lack of awareness, belief that their issues weren't serious enough, stigma around receiving mental health support, difficulty accessing services, and scheduling conflicts. Yet, nearly every student agreed that having mental health services available on campus was important to them. Most of the participants mentioned that they rely on emotional support from their friends or family members but would prefer receiving help through in-person therapy sessions. Additionally, 37.5% of the college students reported experiencing anxiety or fear when thinking about dental appointments and 87.5% expressed interest in utilizing a service that offers both mental health support and dental care at once, which is very encouraging for our program.
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This research revealed that many students aren’t taking advantage of the mental health services offered on campus, like CAPS. It also helped us identify some of the common barriers students face when trying to seek help, such as accessibility challenges and stigma. These findings suggest that many students do, in fact, struggle with mental health issues but are hesitant to receive support due to various factors. Additionally, a considerable portion of the students experience dental anxiety, emphasizing the need for services that address both mental and oral health.
Many participants indicated that they would be more likely to seek help if it were easier to access. Whether that is through flexible scheduling, online booking options, or having multiple types of care available in a single location, students may begin to feel less burdened by the process and more motivated to reach out. Ultimately, college students are busy and place a high value on convenience, which reinforces the potential success of the SafeSpace Smiles program in addressing this unique and pressing need on campus.
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One key issue that we also want to address is the stigma surrounding mental health support, as it often discourages students from seeking the help that they need. This stigma often stems from societal misconceptions about mental health, causing individuals to view asking for help as a sign of weakness. If mental health services are not prominently promoted or integrated into campus life, students may remain unaware of their options, reinforcing the idea that receiving support is not a common or acceptable choice. To address this issue, SafeSpace Smiles aims to foster an inclusive environment where mental health discussions are normalized and encouraged.
Essentially, the insight we have gained from these survey results will guide our strategies for creating an effective marketing plan for our program. For example, we plan on creating a TikTok account for the SafeSpace Smiles program. The growing popularity of short videos on social media platforms presents a unique opportunity to engage with students in a way that feels relatable and approachable. Through this account, we can increase awareness about the program, destigmatize mental health support, and make it easier for students to access our online scheduling website. With over 80% of the respondents showing interest in a combined dental and mental health program, our marketing efforts will emphasize both the convenience and comprehensive care offered by integrating these services. By showcasing our program’s unique value and breaking down these barriers, we hope to encourage more students to seek the help that they need in a supportive, non-judgmental environment.
