NeuroStar

Develop creative campaigns that transform psychiatrists’ thinking about treating depression

NeuroStar is a unique, FDA-approved, non-drug, non-invasive treatment for people with depression who have not benefited from medication.  It utilizes highly focused MRI-strength magnetic-field pulses to stimulate nerve cells in an area of the brain thought to control mood.  Stimulating these neurons causes the release of neurotransmitters, thereby relieving depression.

Today, Neuronetics remains the leader in the TMS category, but the market is changing. There are significantly smaller, rapidly growing competitors.  While their clinical evidence is not even close to the NeuroStar body of evidence, their pricing models are uniquely compelling.

One Unmet Need Drove Business

More than 90% of major depressives have tried and failed multiple drugs and other treatments. NeuroStar is widely covered by insurance.

Strengths & Competitive Advantage

Non-drug, non-invasive treatment of major depressive disorder; no side-effects

  • The only company to offer a comprehensive practice support program that includes practice consultants, training, reimbursement support, awareness building, and lead generation marketing and tool kits for practices

  • The most extensive set of clinical data that proves efficacy

Consumer Creative

Animated & Static Digital Display

Obstacles/Barriers

Consumers

  • Confusion between TMS and electroconvulsive therapy (aka shock therapy).  

  • Most consumers do not know depression is caused by an imbalance of the brain’s neurotransmitters. Simply put, NeuroStar treats depression right at the source.

Physicians

  • Psychiatrists have never bought devices before – their normal tools are the Rx pad and pen.

  • Non-business-oriented physicians can be wary of the ROI and operational needs.

Our Task

To develop creative campaigns that transform psychiatrists’ thinking about treating depression and motivate consumers with depression to learn more about NeuroStar and schedule a consultation. A critical part of the digital strategy is moving people along in the patient journey and measuring progress at every step.

Business Objectives

  1. Increase consideration to prescribe TMS for more patients. We needed to clearly state patient outcomes (efficacy, side effects, duration) to achieve this.

  2. Increase consideration to purchase an in-office TMS device.  In addition to patient outcome data, one must justify the capital investment and ROI for purchasing a unit vs. referring out.

Strategies

  1. Differentiate NEUROSTAR from the competition, highlight key advantages, and maximize value proposition for all stakeholders

  2. Build sustainable brand affinity and leads among HCPs, consumers, influencers, and patient advocacy organizations

  3. Sell more NeuroStar systems to current owners

  4. Expand penetration of NeuroStar in the psychiatric market

The Result

Website traffic: 30% increase vs. YAG Appointment requests:  102% increase vs: YAG Online advertising: Performance trends remained efficient week-on-week allowing Neurostar to maintain Lead and Appointment efficiencies with reduced investment levels WoW.

  • 800+ Appointments generated WoW

  • 2000+ Leads generated WoW

  • Cost per Lead is ~$23 (Improved by 5% WoW)

  • Cost per Physician Locator is ~$20