Company Launches 'Inside Depression,' an Online Resource for Patients With Depression in the US
Reprint from Pfizer World September 18, 2012
Pfizer has launched a new online patient educational resource, “Inside Depression,” for adults currently experiencing depression in the U.S. who are seeking information and treatment support that goes beyond the basics.
According to the National Comorbidity Survey Replication published in the Journal of the American Medical Association, an estimated 33 to 35 million U.S. adults are likely to experience major depressive disorder (MDD) at some point during their lifetime. Among those suffering from MDD, more than 60 percent will try a treatment that may not resolve their symptoms, and many try more than one treatment, according to a major study published in the American Journal of Psychiatry.
The U.S. Pristiq marketing team observed that many depression education websites cater only to patients with new diagnoses of MDD, or patients who have not yet received a diagnosis but are seeking information about the condition. With this in mind, the team built Inside Depression, a unique online patient educational resource for patients new to depression, as well as those depression patients who have tried treatments in the past and are looking for in-depth information on how to manage their condition. The site, which connects to the new Pristiq consumer website, features insightful articles about the condition, treatment and healthy living. According to the team, Inside Depression is designed to provide a deeper understanding of the condition.
“Major depressive disorder is a very difficult condition to treat,” said Debbie Elkins, consumer marketing lead for Pristiq in the U.S. “Patients who are actively treating their MDD typically have very positive attitudes toward prescription therapy, even though many of them spend years churning through treatment options. As a result, these patients often actively seek information that can help them manage their condition and have productive discussions with their health care provider.”
The Pristiq team also found that many depression education sites keep valuable information locked away for the use of patients who have prescriptions for specific medications in hand, or require patients to register and sign in upon each visit. This can present MDD patients with challenges when seeking information, according to Elkins.
As an extension to Inside Depression, patients can opt in to receive Inside Depression Updates, a free eNewsletter program that provides additional information tailored to specific moments on the treatment journey. Inside Depression launched concurrently with the refreshed U.S. Pristiq consumer website, which features a new look and feel that mirrors the team’s successful DTC campaign. Additional efforts are under way to reach health care providers with information about Inside Depression via Pfizer’s Field Force and via multichannel communications.