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.

3. According to the NIMH, GAD affects
about 6.8 million adult Americans and
about twice as many women as men.
NIMH 2008
-

4. 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

5. Certainly worries about carrying a
child to term, the health of the baby
and the delivery process
(uncertainty) are common and
quite natural.

6. 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.

7. Maternal mood and anxiety disorders are
associated with increased preeclampsia risk.
- American Journal of Hypertension, 2009

8. 1200
1000
800
600
400
200
0
Depression Panic GAD
-Journal of Psychosomatic Obstetrics and Gynecology, 2008

9. Primary Targets
• OBGYNs
• Nurse Midwives
• Primary Care Physicians
Secondary Target
Pregnant women
•

10. Family
Practice
1.2 million
Midwives
285,000
OBGYNs
598,000

11. 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

12. 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

13. 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.

14. 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.

15. 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.

16. Print
Advertising
Interactive
Site
Informational
Blogs
Communication Strategy

17. 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

18. 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.

19. CancerTV: www.cancertv.net
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.

20. Low
Overhead
Benefits
Audience Norm
Engagement Appeals
Viral Effect

21. 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

22. Avoiding
No use of Use of
Conflicts of
coercion confidentiality
interest
Meet
No seeking
deadlines
personal gain
promptly

23. • Increase in journal articles and conference presentations.
• Substantial traffic measured on website and on blog forums.
• Practicioner surveys.

24. $12,900
$14,500
Print Advertising
$66,000 Interactive Site
Info Blogging