TY - JOUR
T1 - Development and pilot study of a marketing strategy for primary care/Internet-based depression prevention intervention for adolescents (the CATCH-IT intervention)
AU - van Voorhees, Benjamin W.
AU - Watson, Natalie
AU - Bridges, John F.P.
AU - Fogel, Joshua
AU - Galas, Jill
AU - Kramer, Clarke
AU - Connery, Marc
AU - McGill, Ann
AU - Marko, Monika
AU - Cardenas, Alonso
AU - Landsback, Josephine
AU - Dmochowska, Karoline
AU - Kuwabara, Sachiko A.
AU - Ellis, Justin
AU - Prochaska, Micah
AU - Bell, Carl
PY - 2010
Y1 - 2010
N2 - Background: Adolescent depression is both common and burdensome, and while evidence-based strategies have been developed to prevent adolescent depression, participation in such interventions remains extremely low, with less than 3% of at-risk individuals participating. To promote participation in evidence-based preventive strategies, a rigorous marketing strategy is needed to translate research into practice. Objective: To develop and pilot a rigorous marketing strategy for engaging at-risk individuals with an Internet-based depression prevention intervention in primary care targeting key attitudes and beliefs. Method: A marketing design group was constituted to develop a marketing strategy based on the principles of targeting, positioning/competitor analysis, decision analysis, and promotion/distribution and incorporating contemporary models of behavior change. We evaluated the formative quality of the intervention and observed the fielding experience for prevention using a pilot study (observational) design. Results: The marketing plan focused on "resiliency building" rather than "depression intervention" and was relayed by office staff and the Internet site. Twelve practices successfully implemented the intervention and recruited a diverse sample of adolescents with >30% of all those with positive screens and >80% of those eligible after phone assessment enrolling in the study with a cost of $58 per enrollee. Adolescent motivation for depression prevention (1-10 scale) increased from a baseline mean value of 7.45 (SD=2.05) to 8.07 poststudy (SD=1.33) (P=.048). Conclusions: Marketing strategies for preventive interventions for mental disorders can be developed and successfully introduced and marketed in primary care.
AB - Background: Adolescent depression is both common and burdensome, and while evidence-based strategies have been developed to prevent adolescent depression, participation in such interventions remains extremely low, with less than 3% of at-risk individuals participating. To promote participation in evidence-based preventive strategies, a rigorous marketing strategy is needed to translate research into practice. Objective: To develop and pilot a rigorous marketing strategy for engaging at-risk individuals with an Internet-based depression prevention intervention in primary care targeting key attitudes and beliefs. Method: A marketing design group was constituted to develop a marketing strategy based on the principles of targeting, positioning/competitor analysis, decision analysis, and promotion/distribution and incorporating contemporary models of behavior change. We evaluated the formative quality of the intervention and observed the fielding experience for prevention using a pilot study (observational) design. Results: The marketing plan focused on "resiliency building" rather than "depression intervention" and was relayed by office staff and the Internet site. Twelve practices successfully implemented the intervention and recruited a diverse sample of adolescents with >30% of all those with positive screens and >80% of those eligible after phone assessment enrolling in the study with a cost of $58 per enrollee. Adolescent motivation for depression prevention (1-10 scale) increased from a baseline mean value of 7.45 (SD=2.05) to 8.07 poststudy (SD=1.33) (P=.048). Conclusions: Marketing strategies for preventive interventions for mental disorders can be developed and successfully introduced and marketed in primary care.
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U2 - 10.4088/PCC.09m00791blu
DO - 10.4088/PCC.09m00791blu
M3 - Article
C2 - 20944776
AN - SCOPUS:78650576849
SN - 1523-5998
VL - 12
JO - Primary Care Companion to the Journal of Clinical Psychiatry
JF - Primary Care Companion to the Journal of Clinical Psychiatry
IS - 3
ER -