The reduction of antidepressants consumption

June 1, 2013

Mathilde Beirnaert, Alicia Diaz Arias, Elaine Lorent and Hélène Tomezak

« Les antidépresseurs sont les pilules du bonheur… Mais d’un bonheur artificiel. »

Docteur Patrick Lemoine, psychiatre

INTRODUCTION

Consumption 60% in 10 years

Alarming figures

Daily doze 52 %

INTRODUCTION

One million prescribed antidepressants

€150 million for Health Insurances

Alarming figures

INTRODUCTION

Awareness CampaignLe SPF Santé Publique

Public Relations CampaignLe SPF Santé Publique

Public Affairs CampaignWHO & DG Sanco

Work plan

Awareness Marketing Campaign

“How to reduce the antidepressants consumption in Belgium ?”

DEPRESSION

5%: severe depression

11%: moderate depression

34%: low depression

« Le Thermomètre des Belges »

ANTIDEPRESSANTS

Life Cycle Curve

ANTIDEPRESSANTS

• Direct prescribers

General practitioners

Psychiatrists

Neuropsychiatrists

• Indirect prescribers

Psychologists

Pharmacists

Prescribers

ANTIDEPRESSANTS

No competition but alternatives:

Psychotherapy Relaxation Support groups Alternative medicines Physical activity

Alternatives

ANTIDEPRESSANTS

Women

Aged from 30 to 60

Wallonia

Not only depressed people

Consumers

MODELS

Four models applied

The Foot-Cone-Belding (FCB) The Elaboration Likelihood Model (ELM) SWOT The Brand Equity

MODELS

ThinkFeelDo

FeelThink

Do

DoThinkFeel

DoFeel

Think

Think FeelHigh

involvement

Low involvement

The Foot-Cone-Belding Grip (FCB)

MODELS

message Motivation

to processAbility

to processOpportunity to process

Central processing

Neutral arguments

Supportarguments

Conter-arguments

No attitude change

Permanent positive attitude change

Permanent negative attitude change

yes yes yes

Input for future processing

The Elaboration Likelihood Model (ELM)

MODELS

Trusty, easy and faster medication Side effects ignored Top-of-mind Main strengths

Brand Equity & SWOT

TARGETING

Influencers

Family

Friends

Pharmacists

Doctors

Consumers

3rd generation

Men

Women 35 - 54

POSITIONING Perceptual mapping

Antidepressants

Strong efforts

Little efforts

Slow curingFast curing

Antidepressants

POSITIONINGFormulation

“The antidepressants treatment is specifically made to severe depressed people. People

suffering from minor or moderate depression must avoid the systematic use of

antidepressive medicines.”

OBJECTIVES

The business objective

The marketing objectives

The communication objectives

OBJECTIVESBusiness

Decrease the antidepressants consumption in the overall country

OBJECTIVESMarketing

Only for the 2014-year

• The regulation of the antidepressants consumption• Change the perception about the medication• Introduction of the idea of several kinds of

depression

OBJECTIVESCommunication

Brand awareness75% removal of the systematic association

Brand knowledge55% of good knowledge of responsible behavior

Brand attitude35% resort to antidepressants if it is necessary

BUDGET

Budget 1: €1 million

Budget 2: €600,000

January March December

Two campaigns,two budgets

FIRST BUDGET

Part one

« To let them know »

Week 1 to Week 5

To inform and make aware

FIRST BUDGET

Part one

Magazines = main channel Newspapers Internet

Website Mobile application

Point of sales (TV screens) Direct marketing

Brochures & Folders

FIRST BUDGET

Part two

« To let them know before acting»

Week 10 to Week 15To work on the awareness and knowledgeFocus on the South

FIRST BUDGET

Part two

Main channels

Internet (website)

Emailing

FIRST BUDGET

Part three

« To let them act »

Week 45 to Week 62

It’s time to be involved!

Magazines, newspapers, website, TV screens, direct marketing, radio, emailing.

SECOND BUDGET

Owned Media

Website

Mobile application

Facebook Page

SECOND BUDGET

Paid Media

Bannering Facebook ads Youtube ads Ads words Waves of e-mailing

EFFECTIVENESS

Business objectives measurementComparison between 2013 – 2014

Channels measurementPre-testing- Focus group

Post-testing- Press & radio- Points of sale- Internet & mobile application

Partie créative

COPY STRATEGY

À fournir

Une baseline

Deux concepts créatifs

Une annonce double page avec bodycopy

Un spot TV

Une recommandation pour le design d’un website

COPY STRATEGY

ClientLe Service Public Fédéral de la Santé Publique

ProduitLa réduction de la consommation d’antidépresseurs en Belgique

COPY STRATEGY

Augmentation de 60% en dix ans

¼ ne consomme qu’une boîte

Disparité de consommation

Contexte du marché

COPY STRATEGY

Objectifs marketingLa régulation de la consommation d’antidépresseurs

Objectifs de communicationFaire connaîtreFaire agir

COPY STRATEGY

Cible réelle: Les femmes de 35 à 54 ans

Cible visée:Les consommatrices d’antidépresseurs de 35 à 54 ans qui sont en dépression mineure

Cible

COPY STRATEGY

PromesseVous pouvez surmonter la déprime sans antidépresseur

Reasons whyAdaptés à la dépression graveTraitement lourd et agressifEffets négatifs importants

TonInformatif et clair

STRATÉGIE CRÉATIVE

Positionnement

Les antidépresseurs sont spécifiquement conçus pour les personnes atteintes d’une dépression grave. Les personnes souffrant d’une dépression mineure ou modérée peuvent éviter le recours systématique aux médicaments.

STRATÉGIE CRÉATIVE

Pour les magazines une page

Pour les journaux une demi-page

Pour la radio un spot de 20 secondes

Pour Internet un site et une application

Canaux de communication

STRATÉGIE CRÉATIVE

BaselinePrendre des antidépresseurs n’est pas un geste mécanique

Body CopySaviez-vous qu’il existe différents degrés de dépression? Mais aussi que la prise d’antidépresseurs ne se justifie qu’en cas de dépression grave? La prise de médicaments n’est pas un geste anodin pour votre corps de femme. Cela résulte d’un diagnostic précis que seul votre médecin est habilité à faire. En cas de troubles légers, le recours aux médicaments peut être évité. Des solutions plus simples sont envisageables. Pour identifier le traitement qui vous correspond, prenez conseil auprès de votre médecin et de votre pharmacien.

CONCEPT 1Visuel

CONCEPT 1Spot TV

CONCEPT 1Site Internet

CONCEPT 2Visuels

Message• Informatif• Pas de volonté d’influence• Choix entre pilules et plaisirs• Exagération

Minimalisme ?• Peu d’éléments: message simple• Rapidité de lecture & compréhension• Libre interprétation • « Girly »

DéveloppementCONCEPT 2

IN A NUTSHELL…

Women throughout the whole country, aged from 35 to 54

Different kinds of depression Antidepressants only for severely depressed people

To change the perception of the product

Public Relations“How to promote the awareness

marketing campaign ?”

PUBLIC RELATIONSInternal

Communication

Before the press conference:Intranet + screens

Second phase of the campaign:Event with the well-being working group

Third phase of the campaign:Special edition of « Mégaphone »

PUBLIC RELATIONSExternal

Communication

The invitationsThe websiteThe recallsThe speakersThe place

Before

PUBLIC RELATIONSExternal

Communication

General rehearsal Checklist The questions

The day

PUBLIC RELATIONSExternal

Communication

After

Press kit and Press releaseTo download & On the platfrom Participants Access code The others + 1 day

PUBLIC RELATIONSExternal

Communication

After

Press kit and Press release To download & On the Platfrom Participants Access code The others + 1 day

Good information = Good articles

PUBLIC RELATIONSExternal

Communication

After

Effectiveness measurement Number of connections + duration Asked questions Control articles, reports, …

PUBLIC RELATIONSCrisis

Communication

We must be prepared to react !

What can probably be a crisis for us ?

Internal and external communication

PUBLIC RELATIONSCrisis Communication

External

First Part First media appearance A representative person Standby statements

Second Part Statement : How can we tackle the issue ?

PUBLIC RELATIONSCrisis Communication

External

Tips Clear and relevant Erroneous interpretations banned Strategy flexible, and subject to changes

Public Affairs“Outside the borders”

PUBLIC AFFAIRS

Horizon scanning

Society trends overview Notion of time Progress of technologies & information Self-diagnose

over-diagnosis new pathologies

PUBLIC AFFAIRS

Issues

Issue 1: the responsibility for the diagnosis of « depression »

Issue 2: the depression and the use of antidepressants among children and teenagers

Issue 3: the trivialization of mental disorders

Issue 4: the relation between doctors and pharmaceutical industries

PUBLIC AFFAIRSOpportunities & strategic points

Europe overview

Many WHO projects « The Mental Health Gap Action Program »

« The Gulbenkian Global Mental Health Platform »

« The global Mental Action Plan 2013-2020 »

PUBLIC AFFAIRSOpportunities & strategic points

The global Mental Action Plan 2013-2020

Many opportunities• Foresight for further generations• Decline of depression medication• Prevent depression

Children mental illness issue

PUBLIC AFFAIRS

Interest groups

Identification and selection

Wilson-Lowi Matrix majoritarian politics

The Distributive Politics Spreadsheet

PUBLIC AFFAIRS

Interest groups

NGO’s• UNICEF• The Mental Health Europe organization• The Global alliance of Mental Illness Advocacy Networks

Policy makers • SPF Santé Publique in Belgium• The Council of Europe and the ministry of Education

Individuals• Public experts• Mental health professionals

Children and teenagers association• l’Office de la Naissance et de l’Enfance

PUBLIC AFFAIRSStrategy

first phase

An interactive seminar

2 objectives1. Increase awareness2. Increase collaboration

To whom ?

PUBLIC AFFAIRSStrategy

first phase

An interactive seminarThe procedure

The invitations The D-Day Walking dinner Interlocutors

When?6th of December 2013

Where?Berlaymont (Brussels)

PUBLIC AFFAIRSStrategy

second phase

A White PaperWhat?

Representation Influence Improve the knowledgeContent

– The issue– The problems resulting from the main issue– Solutions proposed

When?13th of December 2013

PUBLIC AFFAIRSStrategy

third phase

A Conference CallWhat? Interest groups from the seminar Topics:

– The situation nowdays – Who’s in?– The final project

When?20th of November 2014

CONCLUSION

SPF Santé Publique’s expectations

Consistency

Innovation and interaction

Thank you for your attention