Leave No Mom Behind (Sage Therapeutics, Concentric Health Experience)
Postpartum depression (PPD) is considered the most common complication of childbirth, and up to half of PPD cases go undiagnosed. Why? No single medical specialty “owns” PPD, and OB/GYNs in particular don’t feel equipped or responsible for diagnosing and treating the condition. Countless mothers are falling between the cracks and not receiving adequate healthcare. The “Leave No Mom Behind” campaign and its website (KnowPPD.com) ignite the physician’s sense of duty to become a new mom’s first line of defense against the harmful effects of PPD.
The campaign not only urges OB/GYNs to take action and screen expectant/new mothers for PPD, but reinforces a new core belief for OB/GYNs: “I am the best person to screen and detect PPD in my patients.” Concentric’s research revealed that to do this, their campaign had to overcome the fact that HCPs often lack the proper resources and tools for managing PPD in their practices. The unbranded campaign website (KnowPPD.com) aims to encourage HCPs to be accountable and relies on their comfort and confidence in managing the condition. KnowPPD.com includes PPD disease education as well as information about screening, treatment, and other resources and tools to help HCPs effectively identify and help their patients.
Since launch, the average time spent on KnowPPD.com has increased by 65%—physicians spend nearly three minutes on the screening and diagnosing pages. The amount of resource materials downloaded has increased. In addition to increased downloads, roughly 1,750 screening toolkits have been shipped to more than 130 offices. A PM360 judge agreed, “This campaign is fantastic representation for a largely unacknowledged condition.” Now, physicians are equipped to elevate care for moms beyond the delivery room.