Undiagnosed mental illnesses/disorders are a huge worldwide problem, that affect both society and individuals on an economic, social and medical level. The high amount of people with undiagnosed mental illnesses/disorders may originate from various sources, but it usually stems from the general stigma surrounding the mental illness/disorder phenomenon. The said stigma manifests itself in negative emotions and negative perceptions toward the mental illness/disorder phenomenon, as well as mental health services and the marketing thereof. This study´s main purpose was to examine if positive marketing, that can be said to stand in contrast to the current perceptions within the mental illnesses/disorders field, has the potential to counteract those negative emotions and perceptions.  In order to conduct the study, a literature review was performed in order to gather relevant information on positive marketing, stigma and previously taken actions. The said information was then used to design an interview guide and prototypes of positive marketing of mental health services. The in-depth interviews were then conducted, as well as the prototypes were presented for evaluation, to the 11 respondents with various backgrounds. The study was conducted during the holiday seasons as to minimize the stress factors that respondents might experience. Furthermore, the respondents were given the choice of conducting the interviews in person or via video conference. That was done in order to allow for as comfortable circumstances for the respondents as possible. The results indicated that there was indeed a strong stigma surrounding the subjects of mental illnesses/disorders, mental health services and the marketing of mental health services. However, the respondents communicated a possible reduction in the said stigma from their side if appropriate changes take place. The said changes were in line with positive marketing´s main principles and processes. Furthermore, most of the respondents reacted positively when presented with the prototype of positive marketing adjusted to the mental health services. That leads the study to an inference that the positive marketing does indeed possess a potential to lower the amount of undiagnosed mental illnesses/disorders. However, the phenomenon has not been thoroughly researched prior to this study. Therefore, there is a need for further research, in which one can analyse different aspects of the phenomenon. This study suggests the direction of future research to be focused on practical implications, as well as analysis of the phenomenon within different social groups and cultures.

Bakgrund: Individer med psykisk sjukdom har sämre hälsa och ökad dödlighet i somatiska sjukdomar jämfört med befolkningen i övrigt. Sjukdomstillstånden kan också leda till svårigheter att klara av vardagen och bidra till försämrad livskvalitet. Det är av stor vikt att sjuksköterskan får en tydlig bild av vad som påverkar livskvaliteten hos patienten och till hjälp finns ett antal olika instrument för att mäta hälsa och livskvalitet, bl.a. The Schedule for the Evaluation of Individual Quality of Life - Direct Weighting (SEIQoL-DW). Syfte: Att undersöka individuell livskvalitet hos patienter med psykisk sjukdom med hjälp av SEIQoL-DW, samt att undersöka patienters och behandlares uppfattning om instrumentets tillämpbarhet och användbarhet. Metod: Patienter inom den psykiatriska vården fyllde i SEIQoL-DW-formuläret med stöd av behandlare. Därefter fyllde båda parterna i en enkät om instrumentets användbarhet. Materialet analyserades kvantitativt och kvalitativt. Resultat: Patienterna som deltog i studien skattade Relationer/Socialt nätverk som det viktigaste livsområdet, följt av Arbete. Det område som upplevdes fungera bäst, det vill säga det område som hade högst nivå, var Familj. Lägst nivå hade Arbete, vilket var det område som fungerade sämst. De flesta patienter och alla behandlare ansåg att frågorna i formuläret var relevanta respektive angelägna, samt att formuläret kan vara ett bra stöd vid samtalet. Runt hälften av patienterna ansåg att det helt eller delvis tog lång tid att fylla i formuläret. Slutsats: Trots att livskvalitet är något individuellt anger många patienter samma livsområden som viktiga. Instrumentet är användarvänligt till stor del, men patienten kan behöva stöd för att fylla i formuläret. / Background: People with mental illness have poorer health and increased mortality from somatic diseases compared with the general population. The diseases can also lead to difficulties in coping with everyday life and reduced quality of life. It is very important that the nurse gets a clear picture of what affects the patient’s quality of life. There are a number of different instruments for measuring health and quality of life, e.g. The Schedule for the Evaluation of Individual Quality of Life - Direct Weighting (SEIQoL-DW). Aim: To examine individual quality of life amongst patients with mental illness with the assistance of SEIQoL-DW. The second aim was to study the feasibility and applicability of the instrument. Method: Patients in psychiatric care filled in the SEIQoL-DW-form with support of the health care staff. Then both the patient and the health care staff filled in a questionnaire about the instrument's usability. The material was analyzed quantitatively and qualitatively. Results: Patients participating in the study estimated Relationships/Social network as the most important area of life. The area that generally was perceived to work best was Family, Work had the lowest level. Most of the patients and all of the health care staff considered the instrument to be relevant and a good support for the dialogue. About half of the patients considered the form to be time-consuming. Conclusion: Although quality of life is something individual, many of the patients stated the same areas of life as important. The instrument is user-friendly to a great extent, but the patient may need assistance to complete the form.