The Problem we solved for SAGE Therapeutics

Postpartum Depression (PPD) is a significant public health concern, affecting an estimated 10-20% of women after childbirth. However, due to stigma and lack of awareness, many mothers suffer in silence. This case study outlines the strategic approach taken to prime the market for Zulresso, a novel treatment for PPD, by addressing key barriers to diagnosis and treatment:

Key Barriers:

  • Stigma and Fear of Judgment: Around the world, a woman’s ability to instinctually mother is expected. As such, many women fear being labeled as "bad mothers (and thusly bad women)" if they admit to struggling with PPD

  • Fear of Child Removal: Concerns about child protective services intervention deter mothers from seeking help

  • Limited Understanding of PPD Symptoms: The public's understanding of PPD is often limited to sadness, overlooking other critical symptoms like anxiety, rage, hyper/hyposomnia, irritability, and difficulty bonding with baby

The Task

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The Task *

#Objective 1

Destigmatize PPD: Normalize conversations about maternal mental health and challenge the "supermom" myth

#Objective 2

Educate the Public: Increase awareness of PPD symptoms, risk factors, and available treatment options

#Objective 3

Alert Healthcare providers (HCPs): Most OB/GYNs and pediatricians shift their focus to baby in the postpartum period, leaving moms’ mental health forgotten. We must sound the alarm to get moms the care they deserve

The Creative

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The Creative *

The tactics

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The tactics *

Social Media Campaign.

Launched a targeted social media campaign using relevant hashtags and natural language processing to reach mothers and healthcare providers.

Physician Education programs.

Facilitated educational workshops and webinars for HCPs, focusing on diagnosis, and patient communication strategies.

Guerilla out-of-home tactics.

Ads on bus shelters, billboards, etc made the campaign a national conversation