This multichannel campaign was based on patient and HCP research and insights into unmet needs. Research told us that due to contradictory guidelines on how best to treat MDD, clinicians are frequently unsure about how best to deal with patients who are unresponsive to treatment.

With new treatments on the horizon, we recognised that for patients to benefit there is first a need to change current management of MDD; to acknowledge inadequate response to treatment sooner in order to improve response and remission rates – bringing the problem into sharper focus so as to restore hope and help patients sooner.

Psychiatrists were identified as key decision makers with the most significant potential to influence the existing status quo in MDD management, with a plan to broaden our audience in a phased manner as the campaign begins to show impact, extending first to nurse education and activities and then to GPs.