Antidepressants Marketing & Lobbying & PR .pdf



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Marketing and corporate communication :
antidepressants

Communication marketing : antidepressants . Group n° 4

Table of contents
3
3
Operational effectiveness

4

Frequency

4

7
Previous communication

7

12

7
5

12

Motivations

7
8

Alternatives

5

The patient’s journey

Distribution channels

6

Influencing factors

10

Price

6

Consumer’s profile

11

14

13

16

14

Objective

15

15

20

16

24

17

Briefing créatif

19

30

32

Appendix 33

Communication marketing : antidepressants . Group n° 4

I. Why
1. The product

There are 3 types of antidepressants:

Tricyclic antidepressants:
Laroxyl, Anafranil
The oldest ones: they are effective in severe depressions.

Serotonine reuptake inhibitors (SSRI):
Seropram, Prozac, Seroxat,Effexor, Ixelor
Their efficiency is quite similar to the tricyclic ones but with less side effects.
Selective re-uptake inhibitors and related drugs:depressions
Monoamine oxidase inhibitors:
Marsilid, Moclamine
They are much less used, indicated in patients resistant to other categories.

Anadep, La depression en France, INPES, 2005

Frequency of consumption of most
commonly psychotropic drugs reported
and identified by users

Product life cycle

• Lexomil 20,4 % anxiolytic
• Xanax: 8,8 % anxiolytic
• Prozac 8,6% antidepressant
Name
%
Type
• Stinox 5,9% Hypnotic
Lexomil
20,4%
Anxiolytic
• Temesta 5,3% Anxiolytic
Xanax
8,8%
Anxiolytic
• Deroxat 5% antidepressant
Prozac
8,6%
Antidepressant
• Lysanxia 4% Anxiolytic
Stinox
5,9%
Hypnotic
• Tranxène 3,5% Anxiolytic
Temesta
5,3%
Anxiolytic

Inovane
3,3%
Hypnotic
Deroxat
5%
Antidepressant
• Effexor 4%
3,1 antidepressant
Lysanxia
Anxiolytic
Tranxène
Inovane
Effexor

3,5%
3,3%
3,1%

Anxiolytic
Hypnotic
Antidepressant

1.
Prozac, seroxat and effexor are the
most used antidepressants. They
belong to the type of selective reuptake inhibitors and related drug.

The antidepressants drugs are currently in
transition stage: their growth is currently slow
and they are, in our opinion, about to get in
maturity stage.
We need to focus on the top of mind
status, the brand attitude, the brand
fidelity and the customer satisfaction.

Communication marketing : antidepressants . Group n° 4

Decrease
(n= 830)
%

Operational effectiveness

Decrease or
disapearance (n=
1311)
%

28,6
19,3
14,3
2,9

29,8
16,9
13,5
4,4

29,1
18,4
14
3,5

2,7
2,3
9,1

2,8
0,8
10,4

2,7
1,4
9,6

5,2
6,8
91,2

5,3
7,2
91,1

5,2
7,0
90,9

Anadep, La depression en France, INPES, 2005

Neurotropic drugs
Psychological support
Psychotherapy
Information or advice on disease and
treatments
Relaxation or meditation exercices
Massage, body manipulations
Alternative medicine, herbs ;
homeopathy, acupuncture
Exercises
Other type of treatments
Total

Disapearance
(n=481)
%

The operational effectiveness of neurotropic drugs is very high. On the other hand,
psychological support and psychotherapy seem to alleviate but not cure the disorder. Finally,
surprisingly, patient’s information and advice on diseases and treatments are more efficient
on making disorders disappear than making them decrease.
From the patient’s perspective, antidepressants are considered as so effective that they are
perfect placebos. Mark Zimmerman and Tavi Thongy from Rhode Island Hospital published a
study comparing antidepressant drugs to a placebo.
These studies show an efficiency of 50% to 65% in the groups treated with an antidepressant
and 25% to 35% in the placebo groups. This indicates that for a certain proportion of people,
there is a placebo effect. 52% of the group with antidepressants and 38% of the placebo saw
their condition improved.

Frequency
Exercise! 4,3!
Alternative medicine!
1,4!
Massage, body manipulations!

32,7!

7,9!

28,3!

9,2!

Relaxation or meditation exercices!
2,3!
Information or advice!2,9!
Psychological support!

Efficiency!
26,5!

15,2!

Neurotropic drugs!
Other type of treatments! 5,8!

Frequency!

15,7!
44!
24,3!

51,6!

12,4!
Anadep, La dépression en France, INPES, 2005

Psychological support and Psychotherapy got together a relative effectiveness quite
comparable with neurotropic drugs. It is to notice that information and advice get a relative
effectiveness of 11 percent.

Communication marketing : antidepressants . Group n° 4

There is no gender difference in the choice of antidepressants as type of care but men prefer
sports, information’s and nutritional advices compared to women that prefer advices,
psychotherapy, relaxation and alternative medicines.

Women
• Lexomil 20,4 Men
% anxiolytic
Xanax: 8,8 %17,7
anxiolytic
Neurotropic• drugs
17,8
Psychological
support
14,5
15,5
• Prozac 8,6% antidepressant
Psychotherapy
8
9,6
• Stinox 5,9% Hypnotic
Information or advice
9,5 8,9
Anxiolytic
Exercises • Temesta 5,3%
12,4
10,7
Relaxation •andDeroxat
meditation
5,2 5,5
5% antidepressant
Massage, body
3,1 3,2
• Lysanxia 4% Anxiolytic
manipulations
Tranxène 3,5%
Alternative •medecines
8,1Anxiolytic
10,5
St. John's Wort
• Inovane 3,3% 1,1
Hypnotic
1,9
Phototherapy
0,3
0,5
• Effexor 3,1 antidepressant

Both
17,8
15,1
9,3
9,1
11,3
5,4
3,2
9,7
1,6
0,4

Approximately 36% of patients
reported to general practitioner
that they have already used
alternative medicines versus only
24% on patients who were
referred to specialists. Women
are almost twice as likely as men
to have recourse to this type of
treatment.

2. Market
In thousand

Volume growth!

8.000!

6.000!

4.000!
1997!1998!1999!2000!2001!2002!2003!2004!2005!2006!2007!2008!2009!2010!2011!
T

Three-quarter of the antidepressants growth market is due to the increased doses
consumption per patient.

Alternatives





Homeopathy: if the depression is the consequence of: annoyances, grief,
bereavement, mental weariness and professional issues.
Aromatherapy: if the depression is the consequence of sadness.
Transcranial magnetic stimulation: if the depression is tough and antidepressants are
not working.
Phytotherapy:
-Griffonia: is a woody climbing shrub, able to increase naturally the serotonin to get a
better mood and a better quality of sleep.

Communication marketing : antidepressants . Group n° 4

Belgique. Cellule stratégique de Laurette
Onkelinks Evolution des antidépresseurs. 2011.

Anadep, La depression en France, INPES, 2005

Distribution of each type of treatment, depending on the
number of types of care, by gender (%)









- St. John's Wort: a natural antidepressant for low depression. The risk/benefit ratio
is far better than the antidepressant ratio.1
-Common hawthorn,Passiflora, Bach Flower.
Nutritherapy: efficient for mood troubles.
Phototherapy: A team of researchers from the Medical University of Vienna showed
that reduced exposure to sunlight during the winter might induce psychological and
physical changes by acting on serotonin receptors.
Acupuncture: if the depression is the consequence of lack of concentration, insomnia,
lack of energy, anxiety, lack of appetite or mood troubles.
Shiatsu: helps people relax and cope with issues such as stress, muscle pain,
nausea, anxiety, and depression.
Osteopathy:
Psychotherapy: for every kind of mental disease.

Distribution channels



Pharmalogical circuit
Self-medical treatment: Internet: In an article by Blanchard S. (2007), referring to the
statements of the General director of the Assays Jean Marimbert, talks about the
recent trend of selling drugs, including antidepressants on the Internet. This selfmedication undoubtedly contributes to an excessive use of antidepressants in France
and then in Belgium.
We must be highly present on the Internet to cope with self-medication.

Price
75,00 $!75,00 $!
65,00 $!
55,00 $!

7,50 $!

37,50 $!40,00 $!
28,50 $!
19,00 $!
12,50 $!

Compared to its main competitors, antidepressants are the cheapest solution.

1

N Debrunner, X Simonnet , Revue suisse de viticulture, arboriculture, …, 1998

Communication marketing : antidepressants . Group n° 4

3. Communication
Pharmaceutical companies do not conduct commercial campaigns but they rather do
repetitive direct marketing. Thus, a study by Rosenthal et al. 2003 cited by Donohue, J. M.
and Berndt, E. R. (2004) indicates that 12% of the increase of drugs prescription between
1999 and 2000 can be attributed to the use of direct marketing.

Previous communication




“Hoe anders is anders?” (1991) : addressing teenagers in their last two years of high
school. The goal of this project was that teenagers get acquainted with mental health
patients by participating in various activities.
The fortnight on depression: “The Depression in Question: 15 fundamental questions”
(2004): two campaigns of 30 radio advertisements. The target that was aimed by the
campaign was the whole Belgian population among which specifically more
isolated people, those who do not read newspapers nor follow TV programs on
depression, which would necessitate, from the start, a personal choice on behalf of the
viewers. This campaign was such a success that it was republished. Both campaigns
were relayed by the press and by the website (www.depressionenquestion.be); there
were striking results concerning the increase in visitors on the League's website.
The above demonstrates the potential that the radio offers to get in touch with more
isolated people and it proves that the use of a website is appropriate.



The European Alliance Against Depression (2004 – 2008): in 4 stages on the basis of a
pilot project conducted in Nuremberg:
Level 1: development of the skills of the general practitioner
Level 2: development of the skills of the key stakeholders in society (chemists,
professors, PMS centers, pastoral agents, hospital personnel, police agents, penitentiary
agents, etc.)
Level 3: provide awareness to the public about depression and suicide.
Level 4: improve care quality for patients and their entourage in Flanders only and more
specifically in East Flanders.
The goal of this operation is to reduce the number of suicides through a better process
to detect the symptoms and by increasing knowledge on depression. Actually the
success rate of this operation uses as KPI the number of suicides before and after. The
issue of antidepressants is never tackled.



The Federal Minister of Health, Laurette Onkelinx, unsuccessfully attempted to address
this situation in 2009, by organizing meetings with doctors.
Doctors shouldn’t be targeted by the campaign.

Communication marketing : antidepressants . Group n° 4

4. Consumer


Patients feel as if they are not being treated if no medication is prescribed (According to
Ehrenberg, A. (1991, p.274)). Medication gives patients the impression of being ''real
patients'' whereas other treatments do not give them that same impression.



Other alternatives are considered as non-scientific or pseudo-science.
It is therefore recommended either to deconsecrate the efficiency of antidepressants either to
give credence to alternative treatments.

The patient’s journey

Before the disease:
The DSM-IV and the CDI-SF classify these symptoms into two categories:
• The main symptoms (living a period of at least two consecutive weeks where you feel sad,
depressed, hopeless or where you have lost interest in most things for most of the day,
everyday)
• The secondary symptoms (mood changes, tiredness/lack of energy (asthenia), loss of
interest/ lack of pleasure (anhedonia), involuntary change of weight (increase or decrease
of the total weight by 5%), problems sleeping (insomnia or hypersomnia), extreme feeling of
guilt, dark thoughts.
During their depression most people do not want to reveal their condition because they consider it as
being private matter. The IDEA study (Impact of Depression at work in Europe Audit) shows us that
60% of workers suffering from depression inform their employers of their condition because it is
mentioned on their medical sheet and that 25% do not say anything. Only 12% spontaneously tell
their superior about their condition. 49% said that they never wanted to say anything to anyone
because they considered it as private.
Men
(N=523)
68,6%
35,1%

Loss of interest
Weight changes (> or = to
5kgs)
72,2%
Sleep changes
79,8%
Exhaustion, loss of energy
83,7%
Concentration problems
65,2%
Loss of confidence
63,7%
Thoughts of death
Number of secondary symptoms
10,8%
Less than 3 symptoms
28,1%
3-4 symptoms
61,1%
5 symptoms and more

Women
(N=1196)
73,7%
45,2%

Total
(N=1719)
72%
41,7%

75,6%
92,4
86,1%
71,2%
70,5%

74,5%
88,1%
85,3%
69,1%
68,2%

4,1%
24,9%
71%

6,4%
26%
67,6%

Depression
being
an
extremely private matter, only
certain media should be used
either those, which have close
connections with the target, or
those, which can be consulted
in private. Even more, any
guilt giving speech should be
avoided otherwise they will
simply stop listening to the
message that we are trying to
convey.

Anadep, La depression en France, INPES, 2005

Communication marketing : antidepressants . Group n° 4

Prescription:
If the patient has 4 symptoms, one of which belonging to the main category, he/she
is diagnosed as having a major depressive episode. Afterward, depending on the
number of symptoms and the disturbance level, the depressive episode can be:
● Light: 4 or 5 symptoms with slight disturbances
● Mild: 4 or 5 symptoms with mild to severe disturbances or 6 symptoms with slight to
mild disturbances
● Severe: at least 6 symptoms with severe disturbances
Only a general practitioner, a psychiatrist or a neuropsychiatrist can prescribe
antidepressants. This chart contains data based on the first prescription of
antidepressants from a total of 367.489 new antidepressants users.
Belgique. Cellule stratégique de Laurette Onkelinx Note d’orientation psycho-medication. 2010.

Category of prescriber

% of first
prescription

Number of new patients
2008

General practitioner
Specialists

80%
20%

293.984
73.505

Total amount of new
patients
367.489

The prescription is excessive: doctors often prescribe antidepressants to people
who are simply sad or disillusioned and who have sleeping problems (Zarifian, E.,
1994, p.32). This is confirmed by this graph of the prescriptions for only one
condition, this dose being insufficient for the treatment.

42%!
34%!
24%!

General practitioner!

Psychiatrist!

Belgique. Cellule stratégique de
Laurette Onckelinx Note d’orientation
psycho-medication. 2010.

Delivery of only one packaging by category of
prescriber in 2007!

Neuropsychiatrist !

The traditional “talk about it with your doctor” should therefore be avoided because it is
one of the reasons why the consumption of antidepressants is increasing.

Communication marketing : antidepressants . Group n° 4

Treatment:
A treatment by antidepressant is long and divided into 3 phases:
1. The initial phase of treatment (4 to 8 weeks of treatment): to reduce depressive symptoms
2. The consolidation phase (16-20 weeks): to maintain and consolidate remission, to prevent
relapse.
3. The maintenance phase: depending on the patient, it is possible to extend the treatment to
prevent recurrence
Generally, it takes 4-6 weeks to evaluate the therapeutic effect. Depressed patients who have
responded favourably to the treatment for a severe episode should continue treatment for six
months.
According to the database of Socialist Mutual, we observe that 60% of treatments are stopped
during the first 3-month interval and 65% of patients discontinue treatment before five months.
According to Onkelinx report, the percentage of a single prescription is generally higher among
male users.

Influencing factors

1. The time period:

The child delivery and the postpartum period, premenstrual syndrome, menopause:
women experience physiological changes, hormonal, which would undermine them.

Seasons: there is a link between the event of major depressive episodes or bipolar
episodes and specific times of the year (for example autumn or winter tend to lead to a start
of more regular depressive episodes). In our hemisphere the problematic seasons are
autumn and winter. In 75% of cases, the first symptoms appear between mid-September and
early November [Young et coll., 1997].

We must take account of this observation on the influence of the seasons when we will make our
media planning: we need to intensify the campaign between mid-November and early September,
especially during daylight time change and take advantage of the sunnier periods, to save money.

2. The location
Wallonia is clearly a larger consumer of antidepressants. We will focus our campaign on these
regions. (See appendix 1)

Communication marketing : antidepressants . Group n° 4

Consumer profile

Consumer of antidepressants
Gender
Women between 18 years old and over
consume antidepressants twice as much than
men. (18.5% for women and 9.1% for men)
According to our calculations based on
PharmaNet data, which they are used by the
Belgian State, among the sample population of
15 years old and over, the percentage of
women who take the antidepressants is 17.2%
and 9% for men in 2011. (See appendix 2)

Prevalence of depression

Gender
Women are more often in the grip of depression
than men. (10% for women and 6% for men)
•Women: progression through the age groups is
almost linear, beginning at 6% to 16%, but
declining when reaching the 55-64 age group
(8%).
•Men: the prevalence of these disorders is 4%
from 14 to 34 years old, and then stabilizes at
about 6% or 7% until the age of 75. Beyond this
age, 8% of men experience depression. (2006.
Rapport conseil supérieur d’hygiène)

Social status




A woman leads three quarters of single
parent families. It is not single parenthood
which is the problem, but the accumulation
of difficulties that it creates: usually, single
moms with children have lower incomes,
lower level of training, a less qualified job,
they
are
more
likely
to
face
unemployment...
37% of the disabled, nearly four times
higher than non-disabled.

Age




Antidepressants are mostly used by people
in the 35-49 age group and even more by
the 50-64 age group. (Results from
European Study on Epidemiology of Mental
Disorders (ESEMeD)* and Annex 2).
Regarding children and teenagers: the
same studies show an increased risk of
suicide and self-harming at that age.

Social status
The analysis of MDE prevalence by occupation
and socio-professional category (SPC) shows
that farmers generally have a low level of
prevalence (1%). Male employees are less
affected (1.6%) than the other categories, while
women salaried have the highest prevalence
(10.0%).
More than SPC, it’s especially the fact of being
without professional activity or unemployed,
which is strongly associated to a middle
depression episode (respectively 7.1% and
12.3%). Furthermore, the prevalence is twice as
high when unemployment lasts more than 2
years compared to people who are more recently
unemployed. (La dépression en France
Enquête Anadep 2005)
According to our calculations, only 58% of
women and 66% of men from 15 to 96 year
old who are taking antidepressants are
actually in depression

Age
Single moms, unemployed and disabled are
not a target group because we are fighting
against
unneeded
consumption
of
antidepressants and not against people who
really need it.

On average, the first major depressive episode
appears around age 30. Half of these first
episodes come out between 19 and 38 years old

(La dépression en France Enquête Anadep 2005)

Communication marketing : antidepressants . Group n° 4

SW
OT

Strengths

5. SWOT

Opportunities

Weaknesses

Threats

We have to act on these weaknesses (addiction and side effects) and to emphasize on
antidepressant threats (to provide more information and to act on the Natural/bio side)

6. Brand equity

Imagery Feelings
User image: while only 8% of people think
that depression is a disease for women, an
antidepressant user generally has a more
feminine than masculine connotation.
The user can also simulate symptoms since
no symptom is truly verifiable: he does
appear to be faking. The user thus appears
to be weak because there is a lack of
physical symptoms, which leads to the
belief that the person is not sick, so it is
hardly conceivable that the user needs a
medicine for a non-disease.
Usage imagery: Someone who used
antidepressants while being confined to
their home and who has no other choice but
this treatment.
Brand feelings: Having the feeling of being
finally treated.
Awareness
Deep awareness: antidepressants are surely Top
of Mind
Broad awareness: Almost useless, but not useful

Performance / Perceived quality
Attributes / benefits: Antidepressants allow patients to
treat their depression while having the impression of
being treated physically by a "medicine".
Price: The antidepressants are inexpensive and are
refundable under certain conditions.
Perceived Quality / Superiority: Antidepressants have
the best felt efficiency of all other treatments. It seems
like the best way to fight against depression but also
more scientific.

Brand Loyalty
Antidepressants occupies 51.6% of the market
(France 2005) and the satisfaction felt was 29.1%
However, according to the pyramid of loyalty,
antidepressants are placed on the level customary
user who has no reason to change because
consumers do not take any measures against
antidepressants but are satisfied and have no reason
to change.

Other Assets
Distribution: the fact that antidepressants are sold in pharmacies among the other drugs gives confidence to
the consumer.
On the contrary, it is more and more possible to buy antidepressants online without prescription.
(Http://www.eurodrugstore.eu/antidepressants__3__fr/prozac__11.html)

Communication marketing : antidepressants . Group n° 4

7. Summary

Who
1. Women (58%) are fewer that men (66%) to consume antidepressants when being
depressed.
2. Wallonia clearly is a greater consumer of antidepressants. It will be necessary to focus
our campaign on that area.
3. Single women or head of the family, unemployed persons and disabled persons aren't
our target because we fight against unjustified consumption of antidepressants.
4. We
will
not
target
doctors
because
it
did’nt
work
in
2009.

What
1. We must act on the top of mind status, the attitude in relation to the brand, the brand
loyalty of the customer's satisfaction.
2. It will be necessary to either demystify the antidepressants effectiveness or make
alternatives more reliable.

How
1. It's necessary to orient people on psychotherapy because it has the same relative
efficiency than antidepressants.
2. It will be necessary to provide information and advice because it has a good relative
efficiency (11%)
3. It will be necessary to avoid ever-making guilty speech; otherwise people will avoid the
message.
4. It will be necessary to create a complicity with the target
5. To avoid the « talk to your doctor » is necessary because doctors are one of the reasons
why the antidepressants consumption increases.
6. We have to act on these weaknesses (addiction and side effects and focus on
antidepressant treats (by providing sources of information always more abundant and by
acting on the Natural/bio side)

Media planning
1. It will be necessary to develop a presence on Internet in order to fight self-prescription.
2. Recently, radio proved to be powerful
3. It will be necessary to favour either medias with high target complicity or personal either
with individual media.

When
1. To intensify the campaign, between mid-September and early November, especially
during the daylight time change and to take advantage of good weather to save some
budget.

Communication marketing : antidepressants . Group n° 4

II. Who
1. Segmentation

Who 2

Geographic segmentation
Wallonia: High consumer of antidepressants
Brussels:Moderate
consumer
of
antidepressants
Flanders: Light consumer of antidepressants





Who 3

Economic segmentation
Because of the alternative costs and the
natural tendency of unemployed to be in
depression, this class should not be
targeted.

Gender segmentation
Women: Women are almost twice more subject to use these kinds of treatment than men.
There are more women who take antidepressants while being really in depression.
Who 1
Men: Are more likely to consume only one box.




The feminine target is more selective than men if we are looking for a public who uses not
antidepressants advisedly. However, the masculine target shouldn’t be completely ignored
inasmuch as this class is the one that consumes more single boxes.

Demographic segmentation








0-18 years old: too young to consume antidepressants. Worse: it's dangerous for them. The
amount of consumers is negligible.
19-39 years old: it’s the age of the first antidepressant doses: they feel the sensation for the
first time and misunderstand what occurs. They don’t know that they are in depression and
their doctors guide them. They represent 50% of the first depressions. The number of
consumers is increasing.
40-60 years old: It's at least their second depression. They are used to use antidepressants.
Their depression may be chronic or episodic. They are aware of the different stakes around
the antidepressants. Increasing number of consumers of antidepressants.
61-70 years old: Retirement arrives with its inconveniences: stress, unemployment and
others
70+ years old: Periods of mourning occur which weaken and raise depression. Add to this
the placements to retirement homes, which has a big impact on the consumption of
antidepressants.

Who 4




Main target: Walloon and inhabitant of Brussels female workers between 19 and
39 years old.
Secondary target: Walloon and inhabitant of Brussels male workers between
19 and 39 years old.

It corresponds to 525,819 people for the main target and 539,090 people for the secondary target.
(http://statbel.fgov.be/fr/statistiques/chiffres/population/structure/agesexe/popwal/)

Communication marketing : antidepressants . Group n° 4

Model
We2.choiced

We choose Fishbein and Elaboration likehood model.
If the consumer thinks
rationally and in a holistic
way, antidepressants are
not the first choice.
However this scenario is
rare and almost nonexistant.
It
will
be
necessary to show the
different appeals for the
alternatives and to try to
reduce the sense of
effectiveness.

How 7



E

Unmotivated: the patient doesn't feel well and doesn't want to think rationally. He
just wants to be cured whatever the solutions.

We
either
need
to
process the
information
peripherally
either got the
target
motivated
and able to
process the
information.

Able to treat the information: not all the information because some are too
complicated for him.
Opportunity: Opportunity to have the information: numerous links on the Internet
point to these information. The aim is being motivated in order to find them. It's
necessary to choose a peripheral message to motivate them to decrypt our
message by simplifying it.

How 8

3. Mapping

We mean by efficiency, the efficiency felt by consumers
and all the elements, which can take form of a constraint
(price, temporal availability, prescription etcetera.)

Ineffective

Unconstraining

Constraining

Effective

Current positioning: antidepressants are moderately constraining medicines, which are effective against
depression.
Wanted positioning: antidepressants are constraining medicines which efficiency is relative.

Communication marketing : antidepressants . Group n° 4

III. What
Category awareness 95%
Antidepressants are top of mind. We do not want to change the
level of awareness: we want to increase awareness scores of the
various alternatives. (+10% for alternatives)

What 1/2

Brand knowledge
We estimate the knowledge of antidepressants around 35%. We want
to increase this knowledge to a 70% level.
Brand liking 29.1%
We do not consider the brand liking as a goal of our campaign.

Brand trial 10.7%
10.7% of the Belgian population consumes antidepressants. This corresponds more
or less to the Dagmar average.
We would like to reduce this figure by 3% for women and 1.5% for men, thereby
reducing the number of female patients from 19-39 years old to 15 774 patients
and the number of male patient to 8,086 patients.

Brand repurchase 3%
We do not have official figures but giving that the Dagmar rule of averages for brand liking and
brand trial are relatively close to the average values, we estimate brand repurchase to be around
3%.
Our goal is to reduce this total by 0.5% for women and by 0.25% for men. This means that we
would like to reduce the number of 19-39 years old female patients who repurchase
antidepressants to 4206 and to 1347 for 19-39 years old male patients.

The main objective is brand knowledge
Secondary objectives: awareness of alternatives, brand trial and brand
repurchase.
Marketing objective: Reduce the number of consumers for whom antidepressants consumption
is not necessary.
This would reduce 355 216 products ingested by the 19-39 years population.



Target: 19 -39 years
• Status of top of mind
• Change efficiency
impression and brand
knowledge
• Decrease the brand trial

• Target: 40 -60
•Change the brand
liking and the brand
repurchase

2015
2014

2013

• Check up
• Act on what
hasn’t worked

Communication marketing : antidepressants . Group n° 4

Media analysis













High attention
level
Repetitive

Previous
campaigns
have worked
well
High
Complicity with
the target
Good for
repetitions
Good
combination
with the
internet
Inexpensive

• Broad audience
• Good for
Repetition







Expensive
Lack of
complicity

Low attention
Impossible to
thoroughly
develop the
message



High Complicity
with the target

• Complicity with
the target
• Rereading
• Highly Selective
• Visual

• Highly exposed
message

• Low Impact
• Lack of complicity

. Complicity with
the target
• Highly Selective
• Informational

• Low rereading
• Not selective
• Low attention
• Bad visual

• Lower attention

• Lack of complicity
• Small audience
• Expensive



Low impact

We chose tv, radio, display, magazine and internet. We rejected daily press and cinema.

Communication marketing : antidepressants . Group n° 4

Manner of expression

To establish a connection with our target, we would like to create a brand around our campaign in
order to change the identity of the broadcaster. Indeed, we recommend you to speak to the target
through a brand dedicated to the campaign instead of speaking on behalf of the State. This would
allow us to get a greater complicity with the target so they feel that we advice them for their wellbeing rather than sermonizing them.
With this aim in mind, we created, after a brainstorming in our agency, “Happy”. We chose this
brand name because it is a short name, it could almost be the name of a little character and it
means “heureux” in French. Furthermore, we could almost speak to our target as if it was the
hapiness, which is giving them advice to overcome depression.

How 4

Graphic charter

We chose the following colors:





Blue: related to dreams, wisdom and serenity. A certain inner calm related to deep things. This
universe is interesting to spread our message.
Green: it evokes hope, opportunity, stability and concentration In addition, it is a mixture of blue
and yellow, which brings again qualities of the blue color adding those of the yellow color
(feast, joy, warmth) without the negative meanings of it (the betrayal, lying, deception), which
are to avoid because of the need to establish complicity with our target.
White: This reflects the purity, innocence, but it is especially the opposite of black, darkness
and dark thoughts.

Logo
Our goal was to have a logo with round typography, in a minimalist style and respectful of our graphic
charter. Among those we have tried, we chose this one:

Communication marketing : antidepressants . Group n° 4

Briefing créatif
Client: le SPF santé publique, à travers la marque dédiée Happy. Il s’agit d’un
service public fédéral belge qui est chargé des matières de santé, de sécurité
alimentaire et d’environnement.
Contexte : la consommation d’antidépresseurs a augmenté de 65% en dix ans.
En 2009, plus d’un million de Belges en ont consommé. . Cette consommation
est plus élevée en Wallonie qu’en Flandres ou à Bruxelles mais la situation est
devenue telle que l’Etat belge a décidé de prendre les choses en main en
lançant une campagne de communication. En effet, les antidépresseurs
possèdent des effets secondaires assez nombreux tout en ayant une efficacité
relative. Pire, sa consommation peut être dangereuse pour les adolescents et
les enfants.
Alternatives : homéopathie, aromathérapie,
phytothérapie, nutrithérapie,
photothérapie, acupuncture, Shiatsu, Ostéopathie et psychothérapie.
Cible réelle : La population belge
Cible visée:
• Principal : les femmes actives de 19 à 39 ans. (525 819 personnes)
• Secondaire : les hommes actifs de 19 à 39 ans. (539 090 personnes)
Objectif marketing: diminuer le nombre de consommateur dont la consommation
d’antidépresseurs n’est pas nécessaire.
Objectif communication : Changer le statut de top of mind et changer l’efficacité
ressentie
Positionnement : Les antidépresseurs sont des médicaments contraignants
pour qui l’efficacité est relative.
Baseline : « Les antidépresseurs, ca n’est pas ton moteur »
Promesse : L’efficacité des antidépresseurs est relative.
Reason why : Des études ont prouvé que l’efficacité ressentie des
antidépresseurs n’est que de 29 % et que l’efficacité relative est de 24%. Cela
tend à montrer que l’on est loin d’une efficacité totale.
Ton : Complice, captivant/interpellant, calme.
Media : Affiches dans les métros et gare, TV, magazines, radio, bannering
Do :



Don’t :
Message interpellant
Utiliser la charte
graphique et le logo
d’Happy ( bleu-vertblanc)






Pas trop de détails
Pas moralisateur
Pas culpabilisant
Eviter le traditionnel “parlez
en à votre médecin” car ils
sont une des raisons pour
laquelle la consommation
d’antidépresseurs
augmente

Communication marketing : antidepressants . Group n° 4

IV. Stratégie créative
1. Baseline

« Les antidépresseurs, ça n’est pas ton moteur »




How 4



Antidépresseurs : cela situe clairement de quoi l’on parle. En effet, il est fort possible qu’il
y ait du bruit d’autres campagnes de prévention contre d’autres médicaments, comme nous
avons pu le voir avec la campagne actuelle sur les somnifères et calmants. Il faut donc
s’isoler de ce bruit en nommant clairement le produit.
Ca : Nous aurions pu choisir « cela », mais nous avons préféré un langage plus jeune et
familier. Par ce choix, nous sommes en accord avec notre conclusion qui nous demandait
d’établir un dialogue, et plus particulièrement, avec notre cible.
Ton : nous renforçons encore ici la proximité que nous souhaitons avec la cible.
Moteur : le mot moteur implique quelque chose qui tourne et qui fait marcher un objet. Cela
illustre bien la dynamique des antidépresseurs.

Enfin, nous avons choisi une phrase qui rime pour que la capacité de mémorisation soit plus
élevée.

2. Concept
How 4/5
1. Concept de jeu (v. Appendix 3)
Notre premier concept est une publicité oblique qui
explore la thématique du jeu. (Quoi de plus complice
que le jeu ?)
Nous avons utilisé ce type de publicité pour interpeller
et pour que les gens prennent du temps à comprendre
le message car la mémorisation de notre message
met, elle aussi, longtemps.
Ainsi, nous avons représenté un flipper/pinball qui
aurait besoin d’une pilule pour entrer en marche. En
lieu et place de la balle, nous avons notre patient qui
après avoir reçu sa pilule peut naviguer entre ses
problèmes d’argent, de santé, de couple ou de travail
symbolisé au milieu.
Une fois qu’il n’arrive plus à voguer à travers ceux-ci,
les médecins ou psychiatres lui prescrivent à nouveau
des antidépresseurs pour qu’il puisse remonter vivre
sa vie. Un jour, les prescriptions ne suivent plus et la
mort
attend
le
patient.
Enfin, nous avons essayé de stimuler une complicité à
l’aide de la headline.

Communication marketing : antidepressants . Group n° 4

How 3/5/6
2. Concept de l’autruche (v. Appendix 4)
Notre deuxième concept est un concept qui joue sur la
métaphore de l’autruche. Dans un soucis d’avoir un
message interpellant et épuré, nous utilisons une
image déjà socialement construite. En effet, « faire
l’autruche », c’est un peu se voiler la face et refuser de
prendre en compte la réalité. Se faisant, cela nous
permet d’avoir un message non moralisateur car nous
n’utilisons pas d’être humain mais un animal. (cfr. How
6 sur le naturel) En questionnant le lecteur de l’affiche
avec un « efficace ? » nous souhaitons activer des
processus de réflexion internes qui lui font trouver luimême la réponse : est ce réellement efficace ?
Oui/non ?
Nous aidons ce même lecteur à
comprendre
notre
message
via
la
boite
d’antidépresseurs dans laquelle la tête d’autruche
s’enfuit. A terme, nous souhaitons personnifier
l’autruche en lui donnant une réelle identité pour que la
cible s’y attache. Pour ce faire, nous nous en
servirions durant toute la campagne et irions jusqu’à
lui procurer un nom : Bea, nom féminin qui provient du
latin « heureux ». (Beatus/ Beatitudinem)

Concept 1

Concept 2

Remplit les objectifs
Exprime le
positionnement
Exprime la promesse
Complicité
Interpellant
Calme
Epuré
Non culpabilisant
Déclinable selon les
médias
12

Communication marketing : antidepressants . Group n° 4

24

Nous utiliserons donc le concept de l’autruche qui surpasse de loin le concept du jeu
pour exprimer le ton, le message et remplir les objectifs que nous souhaitions.

3. Déclinaison
Magazine

Ce concept magazine reprend la même trame que l’affichage : le lecteur prend d’abord connaissance
d’un état de fait qu’il connaît déjà : deux autruches avec la tête dans le sol. (Cette fois-ci nous avons
fait exprès de ne pas mettre le moindre antidépresseur).
Nous retrouvons également la headline « efficace » qui invite le lecteur à répondre à une question
sur base de la situation. La page de droite donne la réponse à la question de la page 1. Enfin, nous
reprenons la problématique globale à travers la body copy pour qu’une fois que le lecteur ait eu sa
propre réponse, nous lui fournissions notre traduction des évènements : le questionnement, la
réponse et le call to action.

How 3/5/6

Communication marketing : antidepressants . Group n° 4

How 4/5/6
Body copy

Efficace?

Pourtant c’est ce que font plus de 10% des Belges en consommant des
antidépresseurs chaque année alors que son efficacité est relative. En effet, selon des études,
l’efficacité relative des antidépresseurs sur la dépression n’est que de 24%. Ajoutons à cela que
près de 50% des Belges en utilisent sans être en dépression. Alors ne faîtes plus l’autruche et
consultez notre application ainsi que notre site web http://www.happy.fgov.be pour avoir
toutes les informations sur les antidépresseurs et découvrez que de nombreuses
alternatives efficaces existent à portée de main !





Reprise de la headline pour dire que nous allons donner notre propre réponse. On attire
donc ici. Cela répond à notre soucis d’être interpellant
Explication du contexte et promesse
Reason why
Call to action

TV
Nous reprenons le concept du double page en développant l’histoire :
How 3/5
Script tv :
Lieu: dans le trou molletonné
Le spot tv commence avec deux autruches qui partagent un même trou dans lequel elles se
cachent.
• L’une dit à l’autre : Hey hey dis, tu crois qu’on est en sécurité maintenant ?
• L’autre autruche : J’en ai bien l’impression.
Un dézoom s’opère dévoilant le corps des autruches avec la tête enfuie dans le sol.
Deuxième dezoom dévoilant deux guépards affamés observant la scène incrédule.
• Le premier : qu’est ce qu’ils ont avalé ceux-là ?
• L’autre : aucune idée mais en tout cas, je sais ce que nous, nous allons avaler.
Une voix off féminine intervient :
Efficace ? Avec un plan avec « Efficace » écrit.
C’est pourtant ce que 1 168 300 belges (le chiffre s’affiche à l’écran) font chaque année en
consommant des antidépresseurs alors que ce n’est pas la solution dans tous les cas.
Un plan s’affiche avec le logo Happy, l’adresse du site web et la baseline écrite.
Pour plus d’informations, consulter notre site happy.fgov.be pour découvrir les alternatives.
Une autre voix féminine qui sera la même que pour les spots radios: Les antidépresseurs, ca
n’est pas ton moteur !

Communication marketing : antidepressants . Group n° 4

Internet

Le site internet d’Happy est lui aussi autour du concept de l’autruche. Il sera le même pour
toutes les types de public : notre cible mais aussi les autres stakeholders: les journalistes et
professionnels. Le menu est une tête d’autruche qui reste enfuie dans le sol lorsque l’on
passe sur les antidépresseurs et qui sort de tête lorsque l’on passe aux alternatives. (v
Annex 5 & 6) Les sections sont les suivantes :






How 1/2/6
Les alternatives
Où trouver des alternatives?
Evénements
Concours
L’application







Statistiques
Les antidépresseurs
Newsletter
Contact
Happy

Les pages proposeront de partager le contenu sur Facebook et Twitter.
disponible en français, néerlandais et allemand.

Le site sera

V. How
Communication plan

Communication marketing : antidepressants . Group n° 4

1. Teasing

Description : To create a teasing effect and to get a little “buzz”, we would like to dispatch ostriches
with their heads in the ground during a week at various locations of major cities: Liège, Charleroi,
Brussels, Mons, Eupen and Namur. Brussels would be the main town in order to play on the overflow
effect to the Flemish commuters. On some ostriches, there would be a QR code leading to an online
video giving some clues about the origin of these ostriches. The solution would then be given to the
press one day before the launch of the display campaign.

Schedule: October 6 to October 12.

2. Display
Description : We chose display for his capacity to reach large audiences and its potential to reach
active people. The purpose of the display is to build the brand and baseline awareness. It is for this
reason that we will only show our brand, our concept and our baseline: nothing else.

Format: Adshel Metro” and “Adshel Gare” are networks, which seems the most appropriate to reach
active people. “Adshel gare” includes stations in Flanders. It may be interesting to make the Flemish
knowing our brand because we could target them in next campaigns. Through advertisements in
metros, we will also target Flemish commuters coming to Brussels who are very numerous (there are
371,000 daily commuters to Brussels according to the Belgian Statistical Office with 70% of Flemish
according to Stratec.
Schedule:
Adshel Metro: from October 13 to October 27.
Adshel Gare: Station: From October 13 to October 20.

3. Stand

How 6

Description : We selected brand activation activities to show us close to the people, listening to
them while feeding the brand and pushing alternatives.
Every evening during the week of stress in Wallonia, we propose activities around a heated stand
and alternatives (massage, essential oils, etc.) in the stations of Wallonia.
People waiting for their train will have the opportunity to have a relaxing time and to participate in
contests:


One is collective. It is a collective success to unlock: each participant will be photographed
with a smile (those smiles would be available in an Instagram album). A counter will display the
number of smiles and if the number of photography reaches a predefined total: rewards are
unlocked for a period of one hour. This competition aims to engage people in a collective
adventure around the smile, which is the key element of our logo.

The goal of this event is brand awareness and to build the Happy brand attitude with conviviality,
smile and complicity.

Communication marketing : antidepressants . Group n° 4



The other is individual: for each photography taken, each person receives a pill with a smiley
on it. The pill must be opened to release a code that you must enter on the Happy website.
! For each loser, a video will be explaining him or her that she or he was among the {Number
of registrants} who have taken a pill of happiness without success, like thousands of
Belgians taking antidepressants without really need it.
! Winners will get a message that they are the lucky person among {Number of registrants}
taking a happy pill. But as we want his happiness and that happiness can’t be reached by
antidepressants, we offer them a thalassotherapy trip.

This will increase traffic on our website while providing us key performance indicators (Number of
code introduced / number of pills dispensed)
This event will be declined in Brussels during the month of November with a radio support. This
concept will also be resumed the following year at various events (s. Appendix 7) to establish the
brand as a major actor in the health sector.

4. TV

Description : We chose television for its wide audiences and its capacity to develop fully a message.
Format: 30 “ spot
RTL, RTBF, PLUG RTL, AB4. There is no rational reason behind this choice: we only wanted to have
four diverse types of channels to boost OTS while achieving a certain number of GRP/week.

Schedule:
The campaign will run from October 27 to December 14.
We will begin the first week with a rate of 200 GRP. Next came four weeks where we descend to 85
GRP. We will then provide minimum service for 3 weeks with a rate of 75 GRP hoping to take
advantage of the high rate of GRP earned during previous weeks.
We can afford to have this rate of GRP since other media will support the TV campaign.
Then, We voluntarily leave a desired lull to avoid an effect of nervousness against our campaign.
Indeed, we need to keep a good brand attitude.

5. Periodical press

MP 3

Description : We chose the periodical press because it gives us selectivity, complicity already
established with the target (usually readers always take the same magazine and are attached to it).
The quality of graphics prints allows us to provide an advertisement with visual quality.
Format: We want our advertising to be extremely impactful, which is why we choose a two-page
format in “Flair” and “Elle”.

Schedule:
From November 17 to November 30.

Communication marketing : antidepressants . Group n° 4

6. Radio
How 4
Description : Radio is a very important medium for us. The reasons are easy to understand:
• It is a moment of complicity where the user is often alone and listening to a channel that closely
resembles him on a psycho-demographic level.
• It is a perfect medium for repetition because it offers a good cost / grp.
• It is a medium, which is perfect to target active people at strategic times. (on the way to work, on
the way back to the house)
• It is a medium that has proven its strength over previous campaigns
• It is a medium that perfectly complements with Internet. Indeed, a study by the VAR, RMB and
Google has proved very concretely that advertising increases on average by 33% the rate of
search on Internet compared to normal. This rate may be increased in case of unknown brand
(like us) and to 59% if the advertisement mentions the website. It is, thus, a driver to push
people to join the Happy website.
We will use the radio to support the tv campaign and the brand activation while mentioning every
time the Happy website.
MP 2/3

Format: We chose 30 seconds spots because we have a message to convey. We choose Radio
Contact and PureFm because they correspond with our target

Schedule:
• 3 spots will be broadcast between 7 and 9 pm from Monday to Friday during 4 weeks from
November 3 and 4 spots in the last two weeks of the campaign (when the campaign will need
more support) and will recall the campaign view at television every evening. (Total: 200 spots)
• 3 spots will be broadcast between 15h and 17h from Monday to Friday for a period of two weeks
from November 3, when workers return home tired to invite them to join our stand and have a
relaxing time. The number of spot then goes down to 2 spots per day for a week. (Total = 100
spots)

Communication marketing : antidepressants . Group n° 4

7. Internet

How 4

Description : We consider Internet as the main pillar of our campaign. Indeed, Internet is a medium
that allows to communicate with the target when they are alone, which make it possible to establish a
link.
It is also the main medium of medical research: when someone has symptoms, he decides to look on
the Internet at the possible diseases based on them. We must thus be present to counter offers to
buy antidepressants online without prescription. This is why we will provide a significant investment
on the Internet. We classify media on the Internet into 3 categories: paid, owned and earned.

MP 1/3
Paid
Google Ad Words: Google is the entrance platform for medical research. It is therefore very
important to control those gateways in order to promote our content. We selected a number of
keywords to control:

















Dépression
Fatigue
Antidépresseur
Prozac
Serlain
Seroxat
Effexor
Suicide
Envie de suicide
Déprimé
Déprime
Triste
Tristesse
Sans espoir
Perte d’intérêt
Changement
d’humeur


















Fatigué
Manque d’énergie
Baisse d’intérêt
Baisse de plaisir
Insomnie
Idées noires
Désabusés
Stress
Fatigue chronique,
envie de mort
Chagrin
Mal être
Bien être
Malheureux
Abattement
Découragement
Spleen
















Cafard
Psychothérapie
Psychothérapeute
Psychotropes
Psychotoniques
Psychologue
Coup de blues
problèmes personnels
besoin d’aide
Trouble dépressif
Santé mentale
Anxiété
Humeur
Marre de vivre

Note that these keywords should be part of our SEO strategy when we will perform the Happy website.

Community platform: Community platforms are also very important: they are highly selective and
therefore enable us a complicity with the target and a coherence with our message, it is a relaxing
time for them, an opportunity to reveal their concerns, share their desires and to confide their
problems. For this purpose, we made a list of community platform adapted to the target or to the
theme of health. (s. Annex 8)
From this list, we have chosen:

Communication marketing : antidepressants . Group n° 4

1. Doctissimo: A French website that is devoted to health and well-being. It accounted 9.063 million
unique visitors per month according to the Nielsen Panel / NetRatings October 2012.
We want the medicine, psychology and health topics in 300 * 250 Premium format .
2. Aufeminin.be and Santé A-Z: Aufeminin.com group is the No. 1 of the female audience in Europe:
the audience reaches 11.5 million unique visitors and 373 million page views. (Nielsen Netratings,
2009)
There are over 7.4 million unique visitors on aufeminin.com and the coverage for women 25-49 is
by 32%.
We want the 486 * 60 Banner format on the two portals .
From October 27 to December 14.

Owned
How 1/2/6
Website.
Smartphone application: A Smartphone application would be launched in Dutch and French
allowing to make a diagnosis. This application would propose some alternative solutions based on
symptoms. A reference inviting to consult his doctor or psychiatrist must be affixed everywhere. In
cases where multiple symptoms are reported, the psychotherapist or physician must be the only
proposed solution advocated by the application in order to avoid any risk.
The application would also allow to localize alternative shops and psychologists / psychiatrists in
the nearest area. The purpose of this application is to show that alternatives can sometimes be
used in place of antidepressants.
NB:
APPscriptions
was
pointed
by
the
trendswatching.com .(http://www.trendwatching.com/fr/trends/10trends2013/?appscriptions) as one
of the 10 trends for 2013!

Earned

We chose to not select Facebook and Twitter among our media. This may seem strange while we
recommend a strong presence on Internet and while we are looking for complicity with the target,
but there are various reasons for this:





We give priority to human contact rather than contact via computer.
Social networks are long-term investment media and our campaign is a 3 years campaign. After
those 3 years, our Facebook page and twitter account would barely begin to bear fruit. And what
about after those 3 years? Abandoned? Happy would be a brand that abandons his community:
this is not the brand’s policy we are trying to build.
Facebook has introduced a few years ago the edgerank. Recently the reach of a post decreased
to a rate of 10 to 20% depending on the level of engagement after Facebook decided to promote
his own advertising offers for businesses.

Communication marketing : antidepressants . Group n° 4

Small messages from Twitter do not allow us to convey our message. Twitter could ultimately be
used to communicate our events but it would be necessary to recruit followers whereas a newsletter
could achieve the same goal.
All these factors explain why an investment on Facebook and Twitter would be a strategic error
considering that 50 000 euros + 24 000 euros per year would be necessary to hire a part time
community manager and without counting the cost of Facebook ads to recruit a community.

VI. Media planning
We chose to be present on a particular period of the year: the daylight time change. (26th October
2014)

When 1

1 M € budget

Media
Radio
Télévision
Affichage
Site Internet-Application
Stand
Presse périodique
Google ADS
Bannering
Street marketing

Octobre

Novembre
3

27
13
6
13

Décembre
14
14

17-30
6
27
6

14

Budget
188,122 €
450,564 €
137,791€
25,000 €
50,000 €
56,848 €
15,000 €
26,706 €
50, 000 €
999,933€

Communication marketing : antidepressants . Group n° 4

13-19
TV
Radio
Magazine
Affichage
Total

110
110

20-26 27-2 3-9

99
99

10-16 17-23

24-30 1-6

200

85
196

85
196

85
163
59,85

85
98
59,85

75
130

200

281

201

307,8

242,8

205

7-13 Total
GRP
75
690
130 913
119,7
209
205 2094,5

The grp magazine is calculated by counting a rereading from 3.5 per magazine

Total&GRP/&week&
200"

281"

307,8"
201"

6%"

242,8"

205"

10%"

Radio"
Magazine"

45%"

14%"

205"

99"

TV"

Af<ichage"
6%"

Internet"

19%"

Below"the"line"

For the light budget, we would remove every “build-the-brand” actions except the teasing and would
reduce the number of weeks presence. We would keep Internet investments except the bannering
because it seems essential for us.

600,000 € budget

Media
Radio
Télévision
Site Internet-Application
Google ADS
Street marketing

Octobre

250
250

Décembre

27
13
13
13

27-2 3-9
TV
Radio
Total

Novembre
3

75
163
238

Budget
153,081 €
355,685 €
25,000 €
15,000 €
50, 000 €
598766 €

10-16 17-23 24-30 Total
GRP
75
75
75
550
163
163
184
673
238
238
259
1223

Communication marketing : antidepressants . Group n° 4

4%"

TV"

9%"

Total&GRP/&week&

Radio"
26%"

61%"

Below"the"line"

250"

259"
238"

238"

238"

Internet"

VII. How effective
Before the campaign: we will take the last figures from the Onkelinx Strategic Cell about: the
number of antidepressants sold, the number of conditioning per patient as well as the comparison of
this
with
the
prevalence
of
depression.
We will conduct a quantitative survey about the awareness of antidepressants and alternatives, and a
Likert scale about the feeling of effectiveness and the feeling of constraining of alternatives and
antidepressants.

Key performance indicators:









Stand: number of inserted code on the website compared to the number of pills dispensed.
We also want to see if the collective success will be unlocked. Finally, we will compare
Brussels and Wallonia to see where it works the better
Outdoor/Radio/Magazine/TV: the objective for those media is: positioning, brand
awareness and achieve the objectives described in the Dagmar model. So, these media
will be tested in a survey after the campaign. .
Teasing: number of tweet on the matter, number of articles on the web and in newspapers
Bannering: click through rate but especially the average time on site after they join our
website. Indeed, we want to know if health portal is a good place for our next campaign
Google adwords : part of people reaching our website by Google AdWords compared to
the rest of the traffic
Website: our main KPI will be the average time spent on site. We want the website to be a
source of information on antidepressants and alternatives. If we got people spending time
on our website, it means that we provide them content of interest. Another KPI for this
matter will be the page views/ visitors.

After the campaign: We will conduct the same survey while adding questions on awareness of
used media (Where have you heard of Happy recently?). In addition to this, we want to achieve a
qualitative study about the Happy brand to see if we meet the qualifiers: « nice, solution oriented,
competent and complicity ». Finally, we will see if our goals are achieved according to the
Onckelinx Strategic Cell. What will interest us is whether the ratio of « people on
antidepressants » in relation to the prevalence of depression is lower than before the campaign.

Communication marketing : antidepressants . Group n° 4

Appendix
Appendix 1

Appendix 2

Figures calculated by myself

Communication marketing : antidepressants . Group n° 4

Appendix 3

Communication marketing : antidepressants . Group n° 4

Appendix 4

Communication marketing : antidepressants . Group n° 4

Appendix 5

Appendix 6

Communication marketing : antidepressants . Group n° 4

Appendix 7





Salon Life², Marth
Healthpro :, September
Oxyzen, February
“Salon de la santé de Fosse La Ville”, June

Appendix 8
1.
2.
3.
4.
5.
6.
7.
8.
9.

Doctissimo
Au féminin.com
www.Forum-depression.com
Prevention suicide.be
GUIDE SOCIAL: guidesocial.be
MEDINET
QUESTION SANTE :
lasante.be
http://www.e-sante.be Forum

Appendix 9

!!
Flair
Elle
RTL!
RTBF!
Plug!RTL!
AB4!
PureFM!7<9!
PureFM!14<17!
Contact!7<9!
Contact!14<17!
AdShell!Metro!
Adshell!Gare!
Doctissimo!
Au!feminin!
Santé!A!Z!
Site%webD%application%
PréDteasing%
Stand%
Google%Ad%words%
!

Price!
8640%
15.520
788%
755%
468%
465%
197%
105%
1072%
555%
30000%
57120%
50%
30%
30%
25000%
25000%
25000%
5000%
%

Specificity!
2%pages%
2%pages%
1GRP%
1GRP%
1GRP%
1GRP%
1%spot%
2%spot%
3%spot%
4%spot%
5%spot%
6%spot%
CPM%
CPM%
CPM%
Convention%
Convention%
Convention%
Convention%
%

Periodicity! X!
Total!
Hebdo%
2% 20.329,92%€%
Hebdo%
2% 36.518,56%€%
Daily%
100% 92.708,20%€%
Daily%
100% 88.825,75%€%
Daily%
245% 134.897,49%€%
Daily%
245% 134.032,76%€%
Daily%
100% 23.177,05%€%
Daily%
50%
6.176,63%€%
Daily%
100% 126.120,80%€%
Daily%
50% 32.647,88%€%
Hebdo%
2% 70.590,00%€%
Hebdo%
1% 67.201,68%€%
Daily%
214% 12.588,55%€%
Daily%
200%
7.059,00%€%
Daily%
200%
7.059,00%€%
Annual%
1% 25.000,00%€%
Monthly%
2% 50.000,00%€%
Monthly%
2% 50.000,00%€%
Daily%
3% 15.000,00%€%
%
%
999.933,26!€!

Communication marketing : antidepressants . Group n° 4

Appendix 10

!!
RTL!
RTBF!
Plug!RTL!
AB4!
PureFM!7<9!
Contact!7<9!
Site!web<Applcation!
Pré<teasing!
Google!Ad!words!
!

Price!
788%
755%
468%
465%
197%
1072%
25000%
25000%
5000%
%

Specificity!
1GRP%
1GRP%
1GRP%
1GRP%
1%spot%
1%spot%
Convention%
Convention%
Convention%
%

Periodicity! X!
Total!
%Daily%
75% 69.531,15%€%
%Daily%
75% 66.619,31%€%
%Daily%
200% 110.120,40%€%
%Daily%
200% 109.414,50%€%
%Daily%
100% 23.177,05%€%
%Daily%
103% 129.904,42%€%
%Annual%
1% 25.000,00%€%
%Monthly%
2% 50.000,00%€%
%Daily%
3% 15.000,00%€%
%
%
598.766,84!€!

Bibliography








Cellule stratégique de Laurette Onkelinx, Evolution des antidépresseurs, 2011.
Cellule stratégique de Laurette Onkelinx, Note d’orientation psycho-médication, 2010
Conseil supérieur d’hygiène, Dépression, dégressivité et suicide, 2008
Ipsos, IDEA : Impact of Depression at Work in Europe Audit, 2011
INPES, La dépression en France, 2005. 2010.
La mutualité socialiste, Données socio-économiques et études longitudinales de la
prescription des antidépresseurs, 2008
N. Debrunner, X Simonnet , Revue suisse de viticulture, arboriculture …, 1998 Solidaris,
Antidépresseur : évolution de la prescription, 2010.

Communication marketing : antidepressants . Group n° 4

Press kit- 2014

Les antidépresseurs, ça n’est pas ton moteur

October 9, 2014
15, av Heger, 1050 Brussels

Press Release
Antidepressants: Enough is enough
Effective this  October 13,2014, will start the prevention campaign launched by the
public health   department against excessive and non needed antidepressants
usage. Following the publication of the alarming usage indicators, non lucrative
association under the control of the federal and regional authorities is created and
branded "HAPPY". The anti depressant usage had increased by 65% in 10 years.

Actually, in 2011, 1.168.300 Belgians had at least used them once, and this number is in constant
evolution.
However as stated by Pharmanet, antidepressants are not efficient for light (usual) form of
depression, and dangerously expose patients to side effects.
In addition, studies had proven that the perceived efficiency of antidepressants never exceeds 29%
and its relative efficiency is 24%. Despite these facts, the patients seem unsatisfied of no drugs is
administered to them.
This is how, following then campaign of the public health department and thanks to an appealing
slogan, the Happy Association becomes a direct and official source of information for patients,
health professionals and other scientists.
Happy informs the consumers and direct them toward alternative solutions with the target to
decrease women antidepressants' usage by 3% and men usage by 1.5%. Hope is then to reduce
by 350,000 units the number of administered antidepressants.
This campaign aims to provide full visibility to the non   efficiency of antidepressants in certain
cases. It will heavily use all communication channels such as television and radio among others.
The website happy.fgov.be is already available for doctors, journalists and any person interested in
getting more information.
In conclusion, Happy positions itself as a  source of information and a significant prevention help to
approach happiness.

Further presss information: please visit www.happy.fgov.be or contact:

Kim Assaker

PR Happy SPF Health
Kassaker@happy.be
Phone : +32 04780087

Table of contents
Press kit 2014

Introduction
Page 4
- Antidepressants in Belgium: figures, risks , alternatives

Page 5
- Presentation of Happy

Action
Page 6
-Events , street marketing, stand
Page 7
- Smartphone application, website and other media

3

ANTIDEPRESSANTS IN
BELGIUM
Sad mood? Significant gain or loss of
weight? Insomnia? Fatigue? Many Belgians are
hit by these symptoms daily and episodically.
When these symptoms persist the patient is
diagnosed with depression

Society of Hapiness
! ! ! Unfortunately, we live in a society in a
constant seeking for happiness and well being
and therefore prescription for antidepressants
is felt as only remedy. The consumption of
these drugs is constantly increasing reaching a
yearly growth of 7.9%. The gender distribution
for consumption is 18.5% for women and
9.1% for men.
However only 10% of women and 6% of men
are really depressed showing a non efficient
and not needed usage of antidepressants in
Belgium.

a high risk of suicidal thoughts
with the parole tine
a n t i d e p re s s a n t s ( A o ro p a x ,
Seroxat and their generics). This
risk is well demonstrated for
children and teenagers which
led the FDA to impose a
warning on the boxes
6,085,791
stating: increased risk of
suicidal thoughts for young
antidepressants
adults between 18 and 24
years old.
consumed in
•u s a g e o f S S R I - t y p e
2011
antidepressant increases by
10% the risk of gastric
hemorrhage (BMJ, September
2001; vol 323: P1-6)
Other studies also highlighted additional risks
of side effects such as cerebral vascular
accidents, glaucoma, cardiac and sexual
disorders, metabolic and respiratory disorders,
etc...

A relative efficiency

Alternatives

The observation above is due to the
perception that antidepressants are a cheap
(this is a fact), quick (even with a 2-month
prescription) and above all efficient. However, it
is proven that it is a relative efficiency: actually,
only 24% of the patients recognize a
diminution of the symptoms or a full recovery.
This efficiency perception makes the
antidepressants an amazing placebos
demonstrated by a comparative study showing
that 38% of the patients recognized an
improvement versus 52%..

Alternatives such as massages, herbal
medicine, homeopathy, acupuncture, St.
John's Wort (natural antidepressant) and
psychotherapy. However, these alternatives are
not popular and perceived as non efficient.
An additional reason for the non usage of the
above alternatives is the doctors who make the
prescriptions: they are usually powerless trying
to help patients. They therefore prescribe
antidepressants. 80% of the first prescriptions
are emitted by generalists and the remaining
20% are emitted by specialists.

Serious warning

For all above reasons listed above, It
Publications highlighting the risks of became urgent and mandatory for the
antidepressants give a serious warning against public authorities to fight against this
constant and regular increase in
the situation described above:
antidepressant consumption.
•a study by BMC medicine in 2005 highlighted

SOME FIGURES
•1,168,300 Belgian patients consumed
antidepressants in 2011
•67% of antidepressants users are
women
•A peak is observed between 51 and 55
years (10.55% of patients)
•The average conditioning number per
patient is 4.40
•Those who consume the most
conditioning are 66-70
•It costed € 135,955,369 to the Inami in
2011

•The most used antidepressants are
prozac (8.6%) the Deroxat (5%) and
Effexor (3.1%)

Some phamaceutical
companies selling
antidepressants






GFK
Eli Lilly
Wyeth
Lundbeck
Pfizer

4

MORE INFORMATION
http://www.happy.fgov.be

Les antidépresseurs, ça n’est pas ton moteur

Happy
To raise awareness of the public opinion on the importance of the prevention campaign to reduce
significantly the amount of antidepressants consumed in Belgium, the public health department created the
non profit organization "happy" under the leadership of Mrs Charlotte Scutnaire.
This non profit organization has the mission to improve the health of the population, fight against the side
effects of medication, to decrease the number of addicted patients and finally to protect citizens' health.
During this 3-year campaign, the consumer will be informed, educated and supported by "Happy". Thanks to
its powerful and appealing slogan, Happy will advise and direct the consumer of antidepressants to better
believe and adopt alternative solutions. Happy will meet these patients at special events and ensure that all
the needed information is timely available to them.
Significant budget is allocated to this mission including 1 million euros for the marketing campaign.
Happy is easily visible to all thanks to its 3 distinct colors (white, blue and green). Also, Happy uses
appealing slogans such as well being, serenity and happiness.

5

Actions
To execute the plan and fulfill its mission, Happy will be visible at various fronts. We list
below a sample of the actions that Happy will perform in 2014:

Events
Happy will be visible in many locations such as train stations, on Internet or
on display on various boards.
The campaign will articulate around Bea the ostrich, who always hide in the
sand to protect itself from the external world. This is to be put in parallel to
any human who uses antidepressants without considering any alternative
solution.

Street marketing
In order to test our new campaign we will display in many cities in
Wallonia, pictures of ostriches with their head hidden in the sand.
Hopefully these funny and strange animals will raise enough curiosity of
the habitants of these cities such as liege, Charleroi, Brussels, Mons, Eupen
and Namur.

Stand
The Happy stand will therefore become a forum where information about
antidepressants and their alternatives. A question? A detail? An advice? Our
hostesses will be more than glad to help the visitors and even more make
them test some of the alternatives available at the stand. Moreover, our
stand will propose a double sided contest. If you are interested in
participating here are the rules:
The contest will be:
•Team-based: you will be photographed with a smile on your face. All these smiles will be grouped in an
Instagram album or equivalent. If your picture reaches a total number of xXx views, then you will obtain all
the prizes
•Individual-based: for each picture you will receive a pill with a smiley drawn on it. In this pill, you will
find a code to reproduce on the Happy web site. This code will give you a chance to win a prize.

6

Website

All needed information will be referenced on the happy website
www.happy.fgov.be. We will find useful facts on the antidepressants,
the alternatives and their cost. We will also reference a contact page,
addresses and useful links, a forum and a dedicated application
described in the following section

The Smartphone app
A mobile application for smartphones will be developed and allows
users to self diagnose. Knowing the symptoms, the Application
suggests alternatives and demonstrates their existence and
efficiency.
A banner advising to consult a doctor or psychiatrist will appear in
various screens of the Application. If multiple symptoms are
detected, the generalist or psychiatrist will be the only solution
suggested by the Application to avoid any excessive risk taking.
The Application will also allow to locate places were the alternatives
are proposed and to direct to psychiatrists close to the current geographical location of the user.

Television, radio and magazine ads
A television campaign will be provided and will feature Bea our
ostrich and one of her ostrich friend. Both of them have their heads
hidden in the sands and both are watched by 2 predators ready to eat
the the 2 ostriches exchange their concerns about their security and
safety in this situation. Is hiding in the sand enough to ensure their
safe existence?
Similarly, the voice of our 2 ostriches will be aired on the radio to
warn on the side effects of the antidepressants. This audio message
will be aired in the morning and late afternoon and will support our tv campaign and will invite auditors to
meet us at our stands.
The Happy campaign will also be visible in the subject medias. It will mainly target the press with a health, a
well-being, women and men sections.

7

'
'
'
'
'
'
'

'
Public Relations
'

'
''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''

I.#Introduction#

We consider the Public Relations campaign as a support pillar for our marketing campaign. It will
help us to target publics that we do not reach through our marketing campaign (doctors for
example). It will also convey to the public essential emotions such as fear and anxiety that we
could not pass through due to the brand territory. As a reminder, the values of the brand are:

Sympathy: Happy must be an
appreciated brand. Therefore, It
must be a brand immune to
criticism or controversy.

'
'
'
'
'
'
'
'

Complicity: it is the main
characteristic of the brand. It must
develop complicity field. The brand
must not be perceived by the public
as having a false speech.'

'
'
'
'
'

Expertise: during the 3 years of
the campaign, Happy wants to be
considered as a professional and
credible health actor. It cannot
afford to be faulted.

'

'
'
'
'
Oriented solution: Happy doesn't
talk about problem, Happy speaks
about solutions and hope.

'
'
'
'
'
'
'
'
'
'
'
'
'
'

Brand#territories#

'

'

Public'Relations:'antidepressants'.'Group'n°'4'

'

Given the values and brand territory, it is excluded to communicate in the name of Happy. We will,
therefore, communicate in behalf of the Belgian Ministry of Public Health. (Except for the press kit
which needs to be on the website)

II.#Key#stakeholder’s#analysis#
The complete description of stakeholders is available in appendix

'

We are the Belgian Ministry of Public Health. Our stakeholders for this campaign are:'

1. The public: we already target them in the marketing campaign, which left us few room to
maneuver. Considering the budget allowed, it is impossible to directly target them. We will do
it through opinion leaders and journalists.


Number:

Main target: 1,064,909 people
Others: 9,943,091 people
Finance Need:

Room for maneuver:

2. Prescribers: they may be under the influence of the pharmaceutical lobby by direct
marketing, ignorant or sensible about to the prescription of antidepressants. We must
them : while
providing
1. educate
Alternatives
ils ont
pour lasolutions
plupart to offer to their patients. The room for maneuver is
average
since
we
do
not
have
the
des moyens limités. Il faudrasame
les budget as pharmaceutical companies which are able
to pay 50,000 € for only 40 doctors. (France 2, Laboratoire Pharmaceutiques, un lobby en
informer que nous sommes entrés
pleine santé, 2013, http://www.youtube.com/watch?v=KSnuR-mATT0)

en lutte avec les antidépresseurs et
pourront
profiter
de people (2011, INAMI)
• qu’ils
General
practitioner:
14,547
d’air pour
• l’appel
Psychiatrist:
2249 renforcer
people (2011, INAMI)
notre action à

Number:

Finance Need:

Room for maneuver:

3. Journalists: they are waiting for information but they have to deal with a huge amount of it. So,
it is necessary to motivate them to give us a bit of their time and to publish articles on this
subject because a high coverage of a subject is more likely to attract politicians attention in
order to be placed on the political agenda.



Specialized press: used to reach an already sensitized public.
General press: used to inform the public about the dangers of side effects.

Number:

'

Finance Need:

Room for maneuver:

Public'Relations:'antidepressants'.'Group'n°'4'

'
4. Alternatives: we are struggling with antidepressants and they could take advantage of
the current situation to come strengthen our efforts.









Homeopathy
Phytotherapy
 Griffonia , St. John's Wort, Common hawthorn, Passiflora, Bach Flower.
Nutrithérapy
Phototherapy
Acupuncture
Shiatsu
Osteopathy
Psychotherapy

Number:

Finance Need:

Room for maneuver:

5. Pharmaceutical companies: they have a bigger budget than us and have a powerful lobby:
they will do anything to stop us in our efforts.







Lundbeck:Redomex
GSK : Wellbutrin, Seroxat
Eli Lilly : Cymbalta, Fontex/ Prozac
Wyeth : Efexor
Lundbeck : Cipramil, Sipralexa
Pfizer : Serlain

We chose journalists, doctors and alternatives as target for our PR campaign

III.#Objectives#

We will use the same means that pharmaceutical companies use to fight
against them. They use fear and anxiety to push the public to consume
drugs. We will use fear to push the public to be afraid of antidepressants.
We will then propose alternatives as a solution to this fear and this anxiety.
During our marketing campaign we attacked antidepressants in mass
media to better promote alternative solutions on the field. We will proceed
in the same way for our Public Relations campaign
Our objectives are the same than the marketing campaign ones. : brand
knowledge ( side effects , risks, etc.) , alternatives awareness ,brand trial
and brand repurchase.

'

Public'Relations:'antidepressants'.'Group'n°'4'

'
Communication'plan'

Public

Doctor

Fear-Anxiety
Journalist

Alternatives

Antidepressants

IV.#Events#

1.Business Meeting with alternatives
Aim: gather them to tell about our campaign.
Date: We must give them time to raise funds and to prepare their creative strategies. This is
the reason why this is our first action. We will meet them in March and July 2014
Content: we will invite them in a meeting room with lunch provided on site. We need to
persuade them to give off some budget to support us by running their own campaign in the
same time than ours. For that, we will expose them our media planning and opportunities to fit
in it. We also hope that they will help us for our PR campaign by providing materials to get the
attention of journalists by massage, essential oils and other relaxing moments before our press
conference. We will organize a final meeting to prepare the campaign.

'

Public'Relations:'antidepressants'.'Group'n°'4'

'

Guests
We will not invite psychiatrists because we are afraid of their links with pharmaceutical
companies. We can’t afford the risk of having pharmaceutical companies knowing our media
planning and that we are about to run a campaign against them.








Unio Homeopathica Belgica (UHB)
Société Belge de Phytothérapie et d'aromathérapie :
Centre européen pour la recherche, le développement et l’enseignement de la
nutrithérapie (Cerden)
Centre Européen de Luminothérapie (CELMEN)
Association Belge des Médecins acupuncteurs (ABMA)
Fédération Belge de Shiatsu
Groupement National Représentatif des Professionnels de l'Osteopathie

2. Sending of flyers and a letter to GPs
Aim: educate prescribers to rational behavior of prescription. We want to show them that there
are other alternatives and inform on antidepressant risks.
Date: October 12, 2014. The goal is to support the marketing campaign by sending flyers to
doctors.
Content: The aim is to start a questioning in their minds about the prescription of
antidepressants before the launch of the marketing campaign. We want to convey the message
that by their prescription, they do not make their patients happy, but they play the game of
pharmaceutical companies. Thus, we will send a letter coupled with a flyer. The Flyer will invite
them to visit the website of Happy in order to discover alternatives while the letter resumes
studies that have demonstrated that antidepressants are dangerous and quite ineffective.
We want flyers to be the first hammer blow of the marketing campaign

'

Public'Relations:'antidepressants'.'Group'n°'4'


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