Challenge: Psychiatrists & some PCPs had grown dissatisfied with MAO inhibitors (due to the unpleasant side effects) for all but severe cases of depression. A pharmaceutical manufacturer had developed a different delivery system (transdermal patch) which promised to eliminate most of the unpleasant side effects of the previous orally delivered formulations.

Solution: In-depth, qualitative research was conducted to determine whether the information in the proposed detail aid would overcome psychiatrists’ and PCPs’ aversions, and also to learn which of several alternative clinical journal ads would communicate the message most effectively.

Result: The positioning of the new product was accepted by both specialty groups; it was strengthened by feedback on both the detail aid and clinical journal advertising. The product itself was seen as a first line treatment for many of their patients who suffer from depression, especially new patients, and as an alternative for those patients for whom the adverse side effects were felt to be intolerable.

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