Marketing Early Psychosis Treatment: Mindmap
Poster C52, Saturday, October 22, 11:30 am - 1:00 pm, Le Baron
Vinod H. Srihari1,2, Jessica Pollard1,2, John Cahill1,2, Glen McDermott3; 1Department of Psychiatry, Yale University School of Medicine, New Haven, CT, USA, 2Program for Specialized Treatment Early in Psychosis (STEP), New Haven, CT, USA, 3Red Rock Branding, New Haven, CT, USA
Purpose: Prolonged Duration of Untreated Psychosis (DUP) is robustly associated with poorer outcomes across healthcare systems. The landmark Scandinavian TIPS project halved DUP, and a key element of their early detection (ED) effort was a media campaign enabling patients and caregivers to more rapidly access care. The clinic for Specialized Treatment Early in Psychosis (STEP) based in New Haven, Connecticut and launched a similar 3-year campaign (Mindmap) in 2015, within the first U.S. quasi-experimental test of ED. Mindmap will target young patients and their families living in 10 surrounding towns to shorten community DUP. Methods: An ecological approach was used to design an ED strategy targeting a broad audience (patients, peers, caregivers) with tailored messaging and utilizing mass and social media channels. Mindmap updates the TIPS approach with the use of novel social marketing and social media approaches. Additional elements of the campaign include professional outreach and detailing and ensuring rapid assessment of referrals. Results: The Mindmap strategy will be detailed, including the theory of the campaign, methods of execution (including sample messaging and marketing materials) and measures of effectiveness, including a discussion of novel social media metrics. Discussion: Mindmap seeks to hasten access to an established first-episode service in a U.S. community, and further aa overall programmatic aim to model a sustainable population health based approach to: integrate regional networks; transform pathways to and through care, and raise outcomes for young adults with recent onset psychosis. Acknowledgment: Grantsupport R01MH103831 to Dr. Srihari, from National Institute of Mental Health, U.S.A.
Topic Area: Service System Development and Reform