Driving User Engagement: A Mixed‐Method Marketing Approach for Digital Mental Health Intervention

ABSTRACT Digital mental health intervention tools offer accessible solutions for mental health services, yet strategies to optimize user engagement remain underexplored. This study aims to enhance digital mental health intervention tools engagement by identifying and prioritizing key factors through a mixed‐method approach integrating gray‐Decision‐making Trial and Evaluation Laboratory, Interpretive Structural Modeling, and Matrice d'Impacts Croisés Multiplication Appliquée à un Classement . Findings reveal that technological elements, content relevance, and the level of user guidance critically influence sustained engagement. These insights provide a strategic foundation for stakeholders —developers, psychologists, and marketers—to design and promote digital mental health intervention tools effectively. Marketers, in particular, can leverage these insights to craft targeted campaigns, enhance user adoption, and address real‐world challenges in transitioning digital mental health intervention tools from controlled environments to broader markets. By contributing to Sustainable Development Goals such as improving mental health (SDG 3), promoting innovation (SDG 9), and reducing inequalities (SDG 10), this study also highlights the socioeconomic benefits of digital mental health intervention tools. Positioned as a comprehensive investigation within the Indian context, the study underscores the pivotal role of marketing strategies in fostering technological adoption and ensuring the widespread impact of digital mental health solutions.