HCP & DTC BRAND CAMPAIGN
BREAK THE CYCLE AND FEEL LIKE YOURSELF AGAIN.
PROJECT: GOING IN CIRCLES / PATIENT STORIES
CLIENT: SPRAVATO®
THE WHY
Treatment Resistant Depression traps both patients and healthcare providers in cycles that feel impossible to escape. SPRAVATO offered a fundamentally different path forward, requiring a campaign system that could speak to the clinical frustration felt by HCPs while also capturing the deeply human experience of living with depression.
THE INSIGHT
For HCPs, depression treatment can feel like an endless loop of prescribing and adjusting antidepressants with little progress. For patients, depression is experienced less as a diagnosis and more as the painful feeling of losing connection with the person they once were.
THE IDEA
We developed two strategically connected campaigns tailored to each audience. For HCPs, a visual metaphor of a never-ending roundabout positioned SPRAVATO as the off-ramp from repetitive prescribing cycles, while the patient campaign used real stories and reenactments to emotionally portray how SPRAVATO helped people reconnect with themselves and reclaim their lives.
PATIENT STORIES
MEET BEN
A 40-year-old from New York who has treatment-resistant depression. His internal struggles led to feelings of worthlessness and isolation, affecting his daily life. Ben had tried multiple antidepressants before his psychiatrist recommended SPRAVATO®.
MEET AMELIA
A Minnesotan who has treatment-resistant depression. Learn more about Amy’s journey with SPRAVATO® to treat her treatment-resistant depression here.
MEET SALLY
A resilient woman from Virginia who has had treatment-resistant depression for over 15 challenging years. Despite trying numerous antidepressants, Sally found herself in a cycle of despair, feeling unworthy and blamed by her own thoughts. Discovering SPRAVATO® marked a pivotal moment in her journey.
MONoTHERAPY ANNOUNCEMENT :15
