Strategic marketing strategies to increase uptake and awareness of a start-up RTMS Academic Learning Clinic

Abstract

Problem Statement: Despite growth in the U.S. mental health sector and rising demand forrepetitive transcranial magnetic stimulation (rTMS), academic clinics in Hawaiʻi face competition, limited differentiation, and underutilized marketing, highlighting the need for strategic approaches to improve visibility, engagement, and access. Purpose: Evaluate the effectiveness of a strategic marketing plan in increasing awareness, utilization, and engagement for rTMS treatments at a new academic learning clinic serving individuals 16 years and older with treatment-resistant major depressive disorder (MDD) on Oʻahu. Methods: An evidence-based strategic marketing plan including branding, website optimization, direct marketing, referral process, and an open house event was implemented. Quantitative and qualitative data from focus groups, collaborative website design, and a post-event survey were analyzed using descriptive statistics and thematic analysis to assess impact on visibility, engagement, and utilization. Results: The CLEM Clinic launched a unified brand, SEO-optimized website template, and secure HelloSign referral form. Targeted emails increased survey response by 41.2%. The open house saw 89.9% attendance, with post-event survey data (n=17) showing high awareness (94.1%), clarity (94.1%), and marketing effectiveness (94.2%). Motivation and intent were positive but lower (85.3%), indicating a need for stronger messaging. Follow-up was moderate with 23.5% shared referrals, 41.2% requested additional information, and two expressed personal interest in rTMS. Discussion: The strategic marketing enhanced clinic visibility, stakeholder engagement, and initial behavioral intent. Key achievements included cohesive branding, digital infrastructure, and a secure referral system. Strong engagement emerged from direct marketing and the open house, with 96.8% affirming effectiveness and 94.1% reporting increased awareness. However, lower personal motivation suggests a need for more persuasive, personalized messaging. Strengths included evidence-based design, practical relevance, and interdisciplinary collaboration. Limitations such as a small sample size and limited generalizability indicate a need for further research on long-term impact and scalability in diverse healthcare settings.