Gad In Prenatal Population Rachmuth


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The National Institute of Mental Health (NIMH) has contracted my services, in my capacity as a media psychology consultant; investigate a mental health issue that may be under diagnosed in the prenatal population. I identified Generalized Anxiety Disorder (GAD) as a diagnosis that is rarely made by physicians treating pregnancy. Therefore, the goal of NIMH should be to raise awareness of (GAD) within the prenatal population and the physicians who treat them. The following presentation is my pitch to the NIMH to design a media campaign that aims to create awareness of this potential diagnosis within the prenatal community.

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Gad In Prenatal Population Rachmuth

  1. 1. According to the NIMH, GAD affects about 6.8 million adult Americans and about twice as many women as men. NIMH 2008 -
  2. 2. The disorder is associated with substantial impairment and is highly chronic. A model of GAD identified intolerance of uncertainty as a key component involved in excessive and uncontrollable worry. - Dugas, 2008
  3. 3. Certainly worries about carrying a child to term, the health of the baby and the delivery process (uncertainty) are common and quite natural.
  4. 4. However, some women are burdened by persistent, excessive and sometimes irrational anxiety and worry during, and after, pregnancy. This is the patient population that the campaign seeks to channel its focus.
  5. 5. Maternal mood and anxiety disorders are associated with increased preeclampsia risk. - American Journal of Hypertension, 2009
  6. 6. 1200 1000 800 600 400 200 0 Depression Panic GAD -Journal of Psychosomatic Obstetrics and Gynecology, 2008
  7. 7. Primary Targets •  OBGYNs •  Nurse Midwives •  Primary Care Physicians Secondary Target Pregnant women • 
  8. 8. Family Practice 1.2 million Midwives 285,000 OBGYNs 598,000
  9. 9. 5,000,000 4,500,000 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 Births Births Births Births Births 1970 1980 1990 2000 2007 - CDC, 2009
  10. 10. There appears to be an education gap in ob gyns' diagnostic knowledge of anxiety disorders, which may be addressed by increasing physician confidence in diagnosis through increased training. -Journal of Psychosomatic Obstetrics and Gynecology, 2008
  11. 11. GAD is a mental health disorder more common in the female population. The disorder can be more easily treated and diagnosed with support tools and collaboration with others in the healthcare field.
  12. 12. As with any consumer outreach effort, insight starts with research. I interviewed a range of key opinion leaders within the healthcare field including obgyns, midwives, and family practitioners to uncover some of the barriers they face when making psychiatric diagnoses within the prenatal population. My research affirmed the lack of knowledge of GAD, lack of support tools, and the absence of dialogue with mental health professionals are the main reasons for not giving the diagnosis. This reinforces the prevailing need for a core campaign message that supports and empowers healthcare professionals who are treating pregnancy.
  13. 13. Increase number of Physicians who know about GAD in prenatal population. •  Diagnosis •  Treatment Increase the number of physicians who are discussing GAD among their peers. •  Journals and meetings •  Online interactivity Increase the interaction between mental health professionals and physicians treating prenatal population.
  14. 14. Print Advertising Interactive Site Informational Blogs Communication Strategy
  15. 15. Ads placed in the following Journals: Obstetrics and Gynecology •  •  American Journal of Obstetrics and Gynecology •  Journal of the American Academy of Nurse Practitioners •  Mental Health in Family Medicine
  16. 16. Launch of GADNET: Interactive site that will be both Informative and engaging. GADNET will be an online resource containing various interactive toolkits and materials including case studies, GAD risk profiles, and treatment algorithms - all of which serve the purpose of making physicians more knowledgeable about GAD in pregnancy. This will, in turn, increase physicians’ confidence levels in making GAD diagnoses.   This strategy engages the primary and the secondary target.
  17. 17. CancerTV: is a site that shares information so that physicians and patients can learn about cutting edge cancer treatments and diagnostics across the web. Physicians and patients are encouraged to post original programming and share their experiences in their members’ forum. Institutions can also contribute content, such as educational videos, for broadcast to their global audience.
  18. 18. Low Overhead Benefits Audience Norm Engagement Appeals Viral Effect
  19. 19. The Wall Street Journal Health Blog, The Healthcare Blog, and the New York Times Health Blog are reputable blogs within the healthcare industry. - EDrugsearch, 2009
  20. 20. Avoiding No use of Use of Conflicts of coercion confidentiality interest Meet No seeking deadlines personal gain promptly
  21. 21. •  Increase in journal articles and conference presentations. •  Substantial traffic measured on website and on blog forums. •  Practicioner surveys.
  22. 22. $12,900 $14,500 Print Advertising $66,000 Interactive Site Info Blogging