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The reduction of antidepressants consumption
June 1, 2013
Mathilde Beirnaert, Alicia Diaz Arias, Elaine Lorent and Hélène Tomezak
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« Les antidépresseurs sont les pilules du bonheur… Mais d’un bonheur artificiel. »
Docteur Patrick Lemoine, psychiatre
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INTRODUCTION
Consumption 60% in 10 years
Alarming figures
Daily doze 52 %
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INTRODUCTION
One million prescribed antidepressants
€150 million for Health Insurances
Alarming figures
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INTRODUCTION
Awareness CampaignLe SPF Santé Publique
Public Relations CampaignLe SPF Santé Publique
Public Affairs CampaignWHO & DG Sanco
Work plan
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Awareness Marketing Campaign
“How to reduce the antidepressants consumption in Belgium ?”
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DEPRESSION
5%: severe depression
11%: moderate depression
34%: low depression
« Le Thermomètre des Belges »
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ANTIDEPRESSANTS
Life Cycle Curve
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ANTIDEPRESSANTS
• Direct prescribers
General practitioners
Psychiatrists
Neuropsychiatrists
• Indirect prescribers
Psychologists
Pharmacists
Prescribers
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ANTIDEPRESSANTS
No competition but alternatives:
Psychotherapy Relaxation Support groups Alternative medicines Physical activity
Alternatives
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ANTIDEPRESSANTS
Women
Aged from 30 to 60
Wallonia
Not only depressed people
Consumers
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MODELS
Four models applied
The Foot-Cone-Belding (FCB) The Elaboration Likelihood Model (ELM) SWOT The Brand Equity
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MODELS
ThinkFeelDo
FeelThink
Do
DoThinkFeel
DoFeel
Think
Think FeelHigh
involvement
Low involvement
The Foot-Cone-Belding Grip (FCB)
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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)
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MODELS
Trusty, easy and faster medication Side effects ignored Top-of-mind Main strengths
Brand Equity & SWOT
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TARGETING
Influencers
Family
Friends
Pharmacists
Doctors
Consumers
3rd generation
Men
Women 35 - 54
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POSITIONING Perceptual mapping
Antidepressants
Strong efforts
Little efforts
Slow curingFast curing
Antidepressants
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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.”
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OBJECTIVES
The business objective
The marketing objectives
The communication objectives
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OBJECTIVESBusiness
Decrease the antidepressants consumption in the overall country
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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
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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
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BUDGET
Budget 1: €1 million
Budget 2: €600,000
January March December
Two campaigns,two budgets
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FIRST BUDGET
Part one
« To let them know »
Week 1 to Week 5
To inform and make aware
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FIRST BUDGET
Part one
Magazines = main channel Newspapers Internet
Website Mobile application
Point of sales (TV screens) Direct marketing
Brochures & Folders
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FIRST BUDGET
Part two
« To let them know before acting»
Week 10 to Week 15To work on the awareness and knowledgeFocus on the South
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FIRST BUDGET
Part two
Main channels
Internet (website)
Emailing
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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.
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SECOND BUDGET
Owned Media
Website
Mobile application
Facebook Page
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SECOND BUDGET
Paid Media
Bannering Facebook ads Youtube ads Ads words Waves of e-mailing
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EFFECTIVENESS
Business objectives measurementComparison between 2013 – 2014
Channels measurementPre-testing- Focus group
Post-testing- Press & radio- Points of sale- Internet & mobile application
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Partie créative
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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
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COPY STRATEGY
ClientLe Service Public Fédéral de la Santé Publique
ProduitLa réduction de la consommation d’antidépresseurs en Belgique
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COPY STRATEGY
Augmentation de 60% en dix ans
¼ ne consomme qu’une boîte
Disparité de consommation
Contexte du marché
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COPY STRATEGY
Objectifs marketingLa régulation de la consommation d’antidépresseurs
Objectifs de communicationFaire connaîtreFaire agir
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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
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COPY STRATEGY
PromesseVous pouvez surmonter la déprime sans antidépresseur
Reasons whyAdaptés à la dépression graveTraitement lourd et agressifEffets négatifs importants
TonInformatif et clair
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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.
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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
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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.
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CONCEPT 1Visuel
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CONCEPT 1Spot TV
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CONCEPT 1Site Internet
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CONCEPT 2Visuels
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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
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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
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Public Relations“How to promote the awareness
marketing campaign ?”
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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 »
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PUBLIC RELATIONSExternal
Communication
The invitationsThe websiteThe recallsThe speakersThe place
Before
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PUBLIC RELATIONSExternal
Communication
General rehearsal Checklist The questions
The day
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PUBLIC RELATIONSExternal
Communication
After
Press kit and Press releaseTo download & On the platfrom Participants Access code The others + 1 day
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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
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PUBLIC RELATIONSExternal
Communication
After
Effectiveness measurement Number of connections + duration Asked questions Control articles, reports, …
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PUBLIC RELATIONSCrisis
Communication
We must be prepared to react !
What can probably be a crisis for us ?
Internal and external communication
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PUBLIC RELATIONSCrisis Communication
External
First Part First media appearance A representative person Standby statements
Second Part Statement : How can we tackle the issue ?
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PUBLIC RELATIONSCrisis Communication
External
Tips Clear and relevant Erroneous interpretations banned Strategy flexible, and subject to changes
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Public Affairs“Outside the borders”
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PUBLIC AFFAIRS
Horizon scanning
Society trends overview Notion of time Progress of technologies & information Self-diagnose
over-diagnosis new pathologies
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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
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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 »
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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
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PUBLIC AFFAIRS
Interest groups
Identification and selection
Wilson-Lowi Matrix majoritarian politics
The Distributive Politics Spreadsheet
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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
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PUBLIC AFFAIRSStrategy
first phase
An interactive seminar
2 objectives1. Increase awareness2. Increase collaboration
To whom ?
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PUBLIC AFFAIRSStrategy
first phase
An interactive seminarThe procedure
The invitations The D-Day Walking dinner Interlocutors
When?6th of December 2013
Where?Berlaymont (Brussels)
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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
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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
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CONCLUSION
SPF Santé Publique’s expectations
Consistency
Innovation and interaction
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Thank you for your attention