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Br J Psychiatry. 2017 Nov;211(5):259-261. doi: 10.1192/bjp.bp.116.197210.

Shrink rethink: rebranding psychiatry.

Author information

1
Jim Crabb, MRCPsych, Forth Valley Royal Hospital, Larbert, NHS Forth Valley and University of Glasgow, Glasgow; Lee Barber, MA (Hons), Valenstein & Fatt, London; Neil Masson, MRCPsych, Stobhill Hospital, Glasgow and University of Glasgow, Glasgow, UK jcrabb1@nhs.net.
2
Jim Crabb, MRCPsych, Forth Valley Royal Hospital, Larbert, NHS Forth Valley and University of Glasgow, Glasgow; Lee Barber, MA (Hons), Valenstein & Fatt, London; Neil Masson, MRCPsych, Stobhill Hospital, Glasgow and University of Glasgow, Glasgow, UK.

Abstract

Negative public attitudes towards psychiatry hinder individuals coming for treatment and prevent us from attracting and retaining the very brightest and best doctors. As psychiatrists we are skilled in using science to change the thoughts and behaviours of individuals, however, we lack the skills to engage entire populations. Expertise in this field is the preserve of branding, advertising and marketing professionals. Techniques from these fields can be used to rebrand psychiatry at a variety of levels from national recruitment drives to individual clinical interactions between psychiatrists and their patients.

PMID:
29092832
DOI:
10.1192/bjp.bp.116.197210
[Indexed for MEDLINE]

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