This marketing an PR plan has been created as a final project for our graduation in Marketing and Corporate Communication at ULB in Belgium. Our group was composed of Mathilde Beirnaert, Alicia Diaz, Elaine Lorent, Hélène Tomezak. The subject was a delicate topic: the Reduction of the Antidepressants Consumption in Belgium. We worked for six months on this project to make it as perfect as we could. Don't get scared by the (short) creative part in French, the drawings and pictures talk for themselves.

1. The reduction of
antidepressants consumption
June 1, 2013
Mathilde Beirnaert, Alicia Diaz Arias,
Elaine Lorent and Hélène Tomezak

2. « Les antidépresseurs sont les pilules
du bonheur… Mais d’un bonheur
artificiel. »
Docteur Patrick Lemoine, psychiatre

3. Consumption 60% in 10 years
Alarming figures
Daily doze 52 %

4. One million prescribed
antidepressants
€150 million for
Health Insurances
Alarming figures

5. Awareness Campaign
Le SPF Santé Publique
Public Relations Campaign
Le SPF Santé Publique
Public Affairs Campaign
WHO & DG Sanco
Work plan

6. Awareness Marketing Campaign
“How to reduce the antidepressants
consumption in Belgium ?”

7. 5%: severe depression
11%: moderate depression
34%: low depression
« Le Thermomètre des Belges »

8. Life Cycle Curve

9. • Direct prescribers
General practitioners
Psychiatrists
Neuropsychiatrists
• Indirect prescribers
Psychologists
Pharmacists
Prescribers

10. No competition but alternatives:
Psychotherapy
Relaxation
Support groups
Alternative medicines
Physical activity
Alternatives

11. Women
Aged from 30 to 60
Wallonia
Not only depressed people
Consumers

12. Four models applied
The Foot-Cone-Belding (FCB)
The Elaboration Likelihood Model (ELM)
SWOT
The Brand Equity

13. Think
Feel
Do
Feel
Think
Do
Do
Think
Feel
Do
Feel
Think
Think Feel
High
involvement
Low
involvement
The Foot-Cone-
Belding Grip (FCB)

14. message Motivation to
process
Ability
to process
Opportunity to
process
Central processing
Neutral
arguments
Support
arguments
Conter-
arguments
No
attitude
change
Permanent
positive
attitude
change
Permanent
negative
attitude
change
yes yes yes
Input for future processing
The Elaboration
Likelihood Model (ELM)

15. Trusty, easy and faster medication
Side effects ignored
Top-of-mind
Main strengths
Brand Equity &
SWOT

16. Influencers
Family
Friends
Pharmacists
Doctors
Consumers
3rd generation
Men
Women 35 - 54

17. Perceptual
mapping
Antidepressants
Strong efforts
Little efforts
Slow curingFast curing
Antidepressants

18. Formulation
“The antidepressants treatment is specifically
made to severe depressed people. People
suffering from minor or moderate depression
must avoid the systematic use of
antidepressive medicines.”

19.  The business objective
 The marketing objectives
 The communication objectives

20. Business
 Decrease the antidepressants consumption
in the overall country

21. Marketing
 Only for the 2014-year
• The regulation of the antidepressants consumption
• Change the perception about the medication
• Introduction of the idea of several kinds of
depression

22. Communication
 Brand awareness
75% removal of the systematic association
 Brand knowledge
55% of good knowledge of responsible behavior
 Brand attitude
35% resort to antidepressants if it is necessary

23. Budget 1: €1 million
Budget 2: €600,000
January
March
December
Two campaigns,
two budgets

24. Part one
« To let them know »
Week 1 to Week 5
To inform and make aware

25. Part one
Magazines = main channel
Newspapers
Internet
Website
Mobile application
Point of sales (TV screens)
Direct marketing
Brochures & Folders

26. Part two
« To let them know before acting»
Week 10 to Week 15
To work on the awareness and knowledge
Focus on the South

27. Part two
Main channels
Internet (website)
Emailing

28. Part three
« To let them act »
Week 45 to Week 62
It’s time to be involved!
Magazines, newspapers, website, TV screens, direct
marketing, radio, emailing.

29. Owned Media
Website
Mobile application
Facebook Page

30. Paid Media
Bannering
Facebook ads
Youtube ads
Ads words
Waves of e-mailing

31. Business objectives measurement
Comparison between 2013 – 2014
Channels measurement
Pre-testing
- Focus group
Post-testing
- Press & radio
- Points of sale
- Internet & mobile application

32. Partie créative

33. À fournir
Une baseline
Deux concepts créatifs
Une annonce double page avec bodycopy
Un spot TV
Une recommandation pour le design d’un
website

34. Client
Le Service Public Fédéral de la Santé Publique
Produit
La réduction de la consommation d’antidépresseurs en
Belgique

35. Augmentation de 60% en dix ans
¼ ne consomme qu’une boîte
Disparité de consommation
Contexte du
marché

36. Objectifs marketing
La régulation de la consommation d’antidépresseurs
Objectifs de communication
Faire connaître
Faire agir

37. Cible réelle:
Les femmes de 35 à 54 ans
Cible visée:
Les consommatrices d’antidépresseurs de 35 à 54 ans
qui sont en dépression mineure
Cible

38. Promesse
Vous pouvez surmonter la déprime sans antidépresseur
Reasons why
Adaptés à la dépression grave
Traitement lourd et agressif
Effets négatifs importants
Ton
Informatif et clair

39. Positionnement
Les antidépresseurs sont spécifiquement conçus pour
les personnes atteintes d’une dépression grave. Les
personnes souffrant d’une dépression mineure ou
modérée peuvent éviter le recours systématique aux
médicaments.

40. Pour les magazines  une page
Pour les journaux  une demi-page
Pour la radio  un spot de 20 secondes
Pour Internet  un site et une application
Canaux de
communication

41. Baseline
Prendre des antidépresseurs n’est pas un geste mécanique
Body Copy
Saviez-vous qu’il existe différents degrés de dépression? Mais aussi que
la prise d’antidépresseurs ne se justifie qu’en cas de dépression grave?
La prise de médicaments n’est pas un geste anodin pour votre corps de
femme. Cela résulte d’un diagnostic précis que seul votre médecin est
habilité à faire. En cas de troubles légers, le recours aux médicaments
peut être évité. Des solutions plus simples sont envisageables. Pour
identifier le traitement qui vous correspond, prenez conseil auprès de
votre médecin et de votre pharmacien.

42. Visuel

43. Spot TV

44. Site Internet

45. Visuels

46. Message
• Informatif
• Pas de volonté d’influence
• Choix entre pilules et plaisirs
• Exagération
Minimalisme ?
• Peu d’éléments: message simple
• Rapidité de lecture & compréhension
• Libre interprétation
• « Girly »
Développement

47. Women throughout the whole country,
aged from 35 to 54
Different kinds of depression 
Antidepressants only for severely depressed
people
To change the perception of the product

48. Public Relations
“How to promote the awareness
marketing campaign ?”

49. Internal
Communication
Before the press conference:
Intranet + screens
Second phase of the campaign:
Event with the well-being working group
Third phase of the campaign:
Special edition of « Mégaphone »

50. External
Communication
The invitations
The website
The recalls
The speakers
The place
Before

51. External
Communication
 General rehearsal
 Checklist
 The questions
The day

52. External
Communication
After
Press kit and Press release
To download & On the platfrom
 Participants  Access code
 The others  + 1 day

53. External
Communication
After
Press kit and Press release
 To download & On the Platfrom
 Participants  Access code
 The others  + 1 day
Good information = Good articles

54. External
Communication
After
Effectiveness measurement
 Number of connections + duration
 Asked questions
 Control articles, reports, …

55. Crisis
Communication
We must be prepared to react !
What can probably be a crisis for us ?
Internal and external communication

56. Crisis Communication
External
First Part
 First media appearance
 A representative person
 Standby statements
Second Part
 Statement : How can we tackle the issue ?

57. Crisis Communication
External
Tips
 Clear and relevant
 Erroneous interpretations banned
 Strategy flexible, and subject to changes

58. Public Affairs
“Outside the borders”

59. Horizon scanning
Society trends overview
Notion of time
Progress of technologies & information
Self-diagnose
 over-diagnosis
 new pathologies

60. Issues
Issue 1: the responsibility for the diagnosis of « depression »
Issue 2: the depression and the use of antidepressants among
children and teenagers
Issue 3: the trivialization of mental disorders
Issue 4: the relation between doctors and pharmaceutical
industries

61. Opportunities &
strategic points
 Europe overview
 Many WHO projects
« The Mental Health Gap Action Program »
« The Gulbenkian Global Mental Health Platform »
« The global Mental Action Plan 2013-2020 »

62. Opportunities &
strategic points
The global Mental Action Plan 2013-2020
 Many opportunities
• Foresight for further generations
• Decline of depression medication
• Prevent depression
 Children mental illness issue

63. Interest groups
 Identification and selection
Wilson-Lowi Matrix
 majoritarian politics
The Distributive Politics Spreadsheet

64. Interest groups
NGO’s
• UNICEF
• The Mental Health Europe organization
• The Global alliance of Mental Illness Advocacy Networks
Policy makers
• SPF Santé Publique in Belgium
• The Council of Europe and the ministry of Education
Individuals
• Public experts
• Mental health professionals
Children and teenagers association
• l’Office de la Naissance et de l’Enfance

65. Strategy
first phase
An interactive seminar
2 objectives
1. Increase awareness
2. Increase collaboration
To whom ?

66. Strategy
first phase
An interactive seminar
The procedure
 The invitations
 The D-Day
 Walking dinner
 Interlocutors
When?
6th of December 2013
Where?
Berlaymont (Brussels)

67. Strategy
second phase
A White Paper
What?
 Representation
 Influence
 Improve the knowledge
 Content
– The issue
– The problems resulting from the main issue
– Solutions proposed
When?
13th of December 2013

68. Strategy
third phase
A Conference Call
What?
 Interest groups from the seminar
 Topics:
– The situation nowdays
– Who’s in?
– The final project
When?
20th of November 2014

69.  SPF Santé Publique’s expectations
 Consistency
 Innovation and interaction

70. Thank you for your attention