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Development and Pilot Study of a Marketing Strategy for Primary Care/Internet–Based Depression Prevention Intervention for Adolescents (The CATCH-IT Intervention)

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Van Voorhees, Benjamin W., Watson, Natalie, Bridges, John F. P., Fogel, Joshua, Galas, Jill, Kramer, Clarke, Connery, Marc, McGill, Ann +8 more·2010·The Primary Care Companion to The Journal of Clinical Psychiatry
DOI 10.4088/pcc.09m00791bluPMC PMC2947535
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Abstract

Article Abstract 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. Prim Care Companion J Clin Psychiatry 2010;12(3):e1-e9 Submitted: February 12, 2009; accepted May 11, 2009. Published online: May 20, 2010. Corresponding author: Benjamin W. Van Voorhees, MD, MPH, Section of General Internal Medicine, Department of Medicine, The University of Chicago, 5841 South Maryland Blvd, Chicago, IL 60637 (bvanvoor@medicine.bsd.uchicago.edu).

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Authors
Van Voorhees, B. W., Watson, N., Bridges, J. F. P., Fogel, J., Galas, J., Kramer, C., Connery, M., McGill, A., Marko, M., Cardenas, A., Landsback, J., Dmochowska, K., Kuwabara, S. A., Ellis, J., Prochaska, M., & Bell, C.
Affiliations
  • University of Chicago (US)
  • Johns Hopkins University (US)
  • City University of New York (US)
ORCID
Venue
The Primary Care Companion to The Journal of Clinical Psychiatry
Publisher
Physicians Postgraduate Press, Inc
Published
2010-05-20
Volume
12
Issue
3
ISSN
  • 1523-5998 (ISSN-L)
  • 1555-211X
DOI
10.4088/pcc.09m00791blu
PMC
PMC2947535
OpenAlex
W2045251572
Cited by
25
References
2
Citations by year
2025: 2 · 2024: 1 · 2023: 1 · 2021: 1 · 2020: 4 · 2018: 4 · 2017: 1 · 2016: 1 · 2015: 2 · 2013: 2 · 2012: 2
FWCI
3.86
Type
journal article
Language
en
Open access
Locations
  • The Primary Care Companion to The Journal of Clinical Psychiatry (publishedVersion)
  • PubMed Central (publishedVersion)
  • PubMed (publishedVersion)
Funders
National Institute of Mental Health (K08MH072918)
Topics
  • Social Sciences › Psychology › Applied Psychology › Digital Mental Health Interventions
  • Social Sciences › Psychology › Social Psychology › Mental Health Treatment and Access
  • Health Sciences › Health Professions › General Health Professions › Health Policy Implementation Science
Keywords
adolescent depression, depression prevention, marketing strategy, primary care, online intervention, intervention participation, recruitment (clinical trials), behavior change models

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