Antidepressants marketing & lobbying & pr

Communication marketing : antidepressants . Group n° 4
Marketing and corporate communication :
antidepressants

Table of contents
4
4
3
5
7
7
7
12
12
13
14
15
15
3
14 16
Previous communicationOperational effectiveness
Frequency
Motivations
The patient’s journey
Influencing factors
Consumer’s profile
7
8
10
11
Alternatives
Distribution channels
Price
5
6
6
16Objective
17
Briefing créatif 19
20
24
30
32
Appendix 33

There are 3 types of antidepressants:
1.
Name % Type
Lexomil 20,4% Anxiolytic
Xanax 8,8% Anxiolytic
Prozac 8,6% Antidepressant
Stinox 5,9% Hypnotic
Temesta 5,3% Anxiolytic
Deroxat 5% Antidepressant
Lysanxia 4% Anxiolytic
Tranxène 3,5% Anxiolytic
Inovane 3,3% Hypnotic
Effexor 3,1% Antidepressant
I. Why
1. The product
Tricyclic antidepressants:
Laroxyl, Anafranil
The oldest ones: they are effective in severe depressions.
Serotonine reuptake inhibitors (SSRI):
Seropram, Prozac, Seroxat,Effexor, Ixelor
Their efficiency is quite similar to the tricyclic ones but with less side effects.
Selective re-uptake inhibitors and related drugs:depressions
Monoamine oxidase inhibitors:
Marsilid, Moclamine
They are much less used, indicated in patients resistant to other categories.
Frequency of consumption of most
commonly psychotropic drugs reported
and identified by users
• Lexomil 20,4 % anxiolytic
• Xanax: 8,8 % anxiolytic
• Prozac 8,6% antidepressant
• Stinox 5,9% Hypnotic
• Temesta 5,3% Anxiolytic
• Deroxat 5% antidepressant
• Lysanxia 4% Anxiolytic
• Tranxène 3,5% Anxiolytic
• Inovane 3,3% Hypnotic
• Effexor 3,1 antidepressant
Product life cycle
Prozac, seroxat and effexor are the
most used antidepressants. They
belong to the type of selective re-
uptake inhibitors and related drug.
We need to focus on the top of mind
status, the brand attitude, the brand
fidelity and the customer satisfaction.
The antidepressants drugs are currently in
transition stage: their growth is currently slow
and they are, in our opinion, about to get in
maturity stage.
Anadep,LadepressionenFrance,INPES,2005

Decrease
(n= 830)
%
Disapearance
(n=481)
%
Decrease or
disapearance (n=
1311)
%
Neurotropic drugs 28,6 29,8 29,1
Psychological support 19,3 16,9 18,4
Psychotherapy 14,3 13,5 14
Information or advice on disease and
treatments
2,9 4,4 3,5
Relaxation or meditation exercices 2,7 2,8 2,7
Massage, body manipulations 2,3 0,8 1,4
Alternative medicine, herbs ;
homeopathy, acupuncture
9,1 10,4 9,6
Exercises 5,2 5,3 5,2
Other type of treatments 6,8 7,2 7,0
Total 91,2 91,1 90,9
The operational effectiveness of neurotropic drugs is very high. On the other hand,
psychological support and psychotherapy seem to alleviate but not cure the disorder. Finally,
surprisingly, patient’s information and advice on diseases and treatments are more efficient
on making disorders disappear than making them decrease.
From the patient’s perspective, antidepressants are considered as so effective that they are
perfect placebos. Mark Zimmerman and Tavi Thongy from Rhode Island Hospital published a
study comparing antidepressant drugs to a placebo.
These studies show an efficiency of 50% to 65% in the groups treated with an antidepressant
and 25% to 35% in the placebo groups. This indicates that for a certain proportion of people,
there is a placebo effect. 52% of the group with antidepressants and 38% of the placebo saw
their condition improved.
Psychological support and Psychotherapy got together a relative effectiveness quite
comparable with neurotropic drugs. It is to notice that information and advice get a relative
effectiveness of 11 percent.
Operational effectiveness
Frequency
5,8!
24,3!
15,2!
2,9!
2,3!
1,4!
7,9!
4,3!
12,4!
51,6!
44!
26,5!
15,7!
9,2!
28,3!
32,7!
Other type of treatments!
Neurotropic drugs!
Psychological support!
Information or advice!
Relaxation or meditation exercices!
Massage, body manipulations!
Alternative medicine!
Exercise!
Efﬁciency! Frequency!
Anadep, La dépression en France, INPES, 2005

There is no gender difference in the choice of antidepressants as type of care but men prefer
sports, information’s and nutritional advices compared to women that prefer advices,
psychotherapy, relaxation and alternative medicines.
Men Women Both
Neurotropic drugs 17,7 17,8 17,8
Psychological support 14,5 15,5 15,1
Psychotherapy 8 9,6 9,3
Information or advice 9,5 8,9 9,1
Exercises 12,4 10,7 11,3
Relaxation and meditation 5,2 5,5 5,4
Massage, body
manipulations
3,1 3,2 3,2
Alternative medecines 8,1 10,5 9,7
St. John's Wort 1,1 1,9 1,6
Phototherapy 0,3 0,5 0,4
● Homeopathy: if the depression is the consequence of: annoyances, grief,
bereavement, mental weariness and professional issues.
● Aromatherapy: if the depression is the consequence of sadness.
● Transcranial magnetic stimulation: if the depression is tough and antidepressants are
not working.
● Phytotherapy:
-Griffonia: is a woody climbing shrub, able to increase naturally the serotonin to get a
better mood and a better quality of sleep.
4.000!
6.000!
8.000!
1997!1998!1999!2000!2001!2002!2003!2004!2005!2006!2007!2008!2009!2010!2011!
Volume growth!
Distribution of each type of treatment, depending on the
number of types of care, by gender (%)
• Lexomil 20,4 % anxiolytic
• Xanax: 8,8 % anxiolytic
• Prozac 8,6% antidepressant
• Stinox 5,9% Hypnotic
• Temesta 5,3% Anxiolytic
• Deroxat 5% antidepressant
• Lysanxia 4% Anxiolytic
• Tranxène 3,5% Anxiolytic
• Inovane 3,3% Hypnotic
• Effexor 3,1 antidepressant
2. Market
In thousand
T Three-quarter of the antidepressants growth market is due to the increased doses
consumption per patient.
Alternatives
Approximately 36% of patients
reported to general practitioner
that they have already used
alternative medicines versus only
24% on patients who were
referred to specialists. Women
are almost twice as likely as men
to have recourse to this type of
treatment.
Belgique.CellulestratégiquedeLaurette
OnkelinksEvolutiondesantidépresseurs.2011.

- St. John's Wort: a natural antidepressant for low depression. The risk/benefit ratio
is far better than the antidepressant ratio.1
-Common hawthorn,Passiflora, Bach Flower.
● Nutritherapy: efficient for mood troubles.
● Phototherapy: A team of researchers from the Medical University of Vienna showed
that reduced exposure to sunlight during the winter might induce psychological and
physical changes by acting on serotonin receptors.
● Acupuncture: if the depression is the consequence of lack of concentration, insomnia,
lack of energy, anxiety, lack of appetite or mood troubles.
● Shiatsu: helps people relax and cope with issues such as stress, muscle pain,
nausea, anxiety, and depression.
● Osteopathy:
● Psychotherapy: for every kind of mental disease.
● Pharmalogical circuit
● Self-medical treatment: Internet: In an article by Blanchard S. (2007), referring to the
statements of the General director of the Assays Jean Marimbert, talks about the
recent trend of selling drugs, including antidepressants on the Internet. This self-
medication undoubtedly contributes to an excessive use of antidepressants in France
and then in Belgium.
1
N Debrunner, X Simonnet , Revue suisse de viticulture, arboriculture, …, 1998
Distribution channels
We must be highly present on the Internet to cope with self-medication.
Price
7,50 $!
12,50 $!
19,00 $!
28,50 $!
37,50 $!40,00 $!
55,00 $!
65,00 $!
75,00 $!75,00 $!
Compared to its main competitors, antidepressants are the cheapest solution.

Pharmaceutical companies do not conduct commercial campaigns but they rather do
repetitive direct marketing. Thus, a study by Rosenthal et al. 2003 cited by Donohue, J. M.
and Berndt, E. R. (2004) indicates that 12% of the increase of drugs prescription between
1999 and 2000 can be attributed to the use of direct marketing.
• “Hoe anders is anders?” (1991) : addressing teenagers in their last two years of high
school. The goal of this project was that teenagers get acquainted with mental health
patients by participating in various activities.
• The fortnight on depression: “The Depression in Question: 15 fundamental questions”
(2004): two campaigns of 30 radio advertisements. The target that was aimed by the
campaign was the whole Belgian population among which specifically more
isolated people, those who do not read newspapers nor follow TV programs on
depression, which would necessitate, from the start, a personal choice on behalf of the
viewers. This campaign was such a success that it was republished. Both campaigns
were relayed by the press and by the website (www.depressionenquestion.be); there
were striking results concerning the increase in visitors on the League's website.
• The European Alliance Against Depression (2004 – 2008): in 4 stages on the basis of a
pilot project conducted in Nuremberg:
Level 1: development of the skills of the general practitioner
Level 2: development of the skills of the key stakeholders in society (chemists,
professors, PMS centers, pastoral agents, hospital personnel, police agents, penitentiary
agents, etc.)
Level 3: provide awareness to the public about depression and suicide.
Level 4: improve care quality for patients and their entourage in Flanders only and more
specifically in East Flanders.
• The Federal Minister of Health, Laurette Onkelinx, unsuccessfully attempted to address
this situation in 2009, by organizing meetings with doctors.
3. Communication
Previous communication
The above demonstrates the potential that the radio offers to get in touch with more
isolated people and it proves that the use of a website is appropriate.
The goal of this operation is to reduce the number of suicides through a better process
to detect the symptoms and by increasing knowledge on depression. Actually the
success rate of this operation uses as KPI the number of suicides before and after. The
issue of antidepressants is never tackled.
Doctors shouldn’t be targeted by the campaign.

● Patients feel as if they are not being treated if no medication is prescribed (According to
Ehrenberg, A. (1991, p.274)). Medication gives patients the impression of being ''real
patients'' whereas other treatments do not give them that same impression.
● Other alternatives are considered as non-scientific or pseudo-science.
Men
(N=523)
Women
(N=1196)
Total
(N=1719)
Loss of interest 68,6% 73,7% 72%
Weight changes (> or = to
5kgs)
35,1% 45,2% 41,7%
Sleep changes 72,2% 75,6% 74,5%
Exhaustion, loss of energy 79,8% 92,4 88,1%
Concentration problems 83,7% 86,1% 85,3%
Loss of confidence 65,2% 71,2% 69,1%
Thoughts of death 63,7% 70,5% 68,2%
Number of secondary symptoms
Less than 3 symptoms 10,8% 4,1% 6,4%
3-4 symptoms 28,1% 24,9% 26%
5 symptoms and more 61,1% 71% 67,6%
4. Consumer
It is therefore recommended either to deconsecrate the efficiency of antidepressants either to
give credence to alternative treatments.
The patient’s journey
Before the disease:
The DSM-IV and the CDI-SF classify these symptoms into two categories:
• The main symptoms (living a period of at least two consecutive weeks where you feel sad,
depressed, hopeless or where you have lost interest in most things for most of the day,
everyday)
• The secondary symptoms (mood changes, tiredness/lack of energy (asthenia), loss of
interest/ lack of pleasure (anhedonia), involuntary change of weight (increase or decrease
of the total weight by 5%), problems sleeping (insomnia or hypersomnia), extreme feeling of
guilt, dark thoughts.
During their depression most people do not want to reveal their condition because they consider it as
being private matter. The IDEA study (Impact of Depression at work in Europe Audit) shows us that
60% of workers suffering from depression inform their employers of their condition because it is
mentioned on their medical sheet and that 25% do not say anything. Only 12% spontaneously tell
their superior about their condition. 49% said that they never wanted to say anything to anyone
because they considered it as private.
Depression being an
extremely private matter, only
certain media should be used
either those, which have close
connections with the target, or
those, which can be consulted
in private. Even more, any
guilt giving speech should be
avoided otherwise they will
simply stop listening to the
message that we are trying to
convey.
Anadep, La depression en France, INPES, 2005

Prescription:
If the patient has 4 symptoms, one of which belonging to the main category, he/she
is diagnosed as having a major depressive episode. Afterward, depending on the
number of symptoms and the disturbance level, the depressive episode can be:
● Light: 4 or 5 symptoms with slight disturbances
● Mild: 4 or 5 symptoms with mild to severe disturbances or 6 symptoms with slight to
mild disturbances
● Severe: at least 6 symptoms with severe disturbances
Only a general practitioner, a psychiatrist or a neuropsychiatrist can prescribe
antidepressants. This chart contains data based on the first prescription of
antidepressants from a total of 367.489 new antidepressants users.
Category of prescriber % of first
prescription
Number of new patients
2008
Total amount of new
patients
General practitioner 80% 293.984 367.489
Specialists 20% 73.505
The prescription is excessive: doctors often prescribe antidepressants to people
who are simply sad or disillusioned and who have sleeping problems (Zarifian, E.,
1994, p.32). This is confirmed by this graph of the prescriptions for only one
condition, this dose being insufficient for the treatment.
The traditional “talk about it with your doctor” should therefore be avoided because it is
one of the reasons why the consumption of antidepressants is increasing.
42%!
24%!
34%!
General practitioner! Psychiatrist! Neuropsychiatrist !
Delivery of only one packaging by category of
prescriber in 2007!
Belgique. Cellule stratégique de Laurette Onkelinx Note d’orientation psycho-medication. 2010.
Belgique.Cellulestratégiquede
LauretteOnckelinxNoted’orientation
psycho-medication.2010.

Treatment:
A treatment by antidepressant is long and divided into 3 phases:
1. The initial phase of treatment (4 to 8 weeks of treatment): to reduce depressive symptoms
2. The consolidation phase (16-20 weeks): to maintain and consolidate remission, to prevent
relapse.
3. The maintenance phase: depending on the patient, it is possible to extend the treatment to
prevent recurrence
Generally, it takes 4-6 weeks to evaluate the therapeutic effect. Depressed patients who have
responded favourably to the treatment for a severe episode should continue treatment for six
months.
According to the database of Socialist Mutual, we observe that 60% of treatments are stopped
during the first 3-month interval and 65% of patients discontinue treatment before five months.
According to Onkelinx report, the percentage of a single prescription is generally higher among
male users.
Influencing factors
1. The time period:
• The child delivery and the postpartum period, premenstrual syndrome, menopause:
women experience physiological changes, hormonal, which would undermine them.
• Seasons: there is a link between the event of major depressive episodes or bipolar
episodes and specific times of the year (for example autumn or winter tend to lead to a start
of more regular depressive episodes). In our hemisphere the problematic seasons are
autumn and winter. In 75% of cases, the first symptoms appear between mid-September and
early November [Young et coll., 1997].
We must take account of this observation on the influence of the seasons when we will make our
media planning: we need to intensify the campaign between mid-November and early September,
especially during daylight time change and take advantage of the sunnier periods, to save money.
2. The location
Wallonia is clearly a larger consumer of antidepressants. We will focus our campaign on these
regions. (See appendix 1)

Consumer profile
Gender
Women between 18 years old and over
consume antidepressants twice as much than
men. (18.5% for women and 9.1% for men)
According to our calculations based on
PharmaNet data, which they are used by the
Belgian State, among the sample population of
15 years old and over, the percentage of
women who take the antidepressants is 17.2%
and 9% for men in 2011. (See appendix 2)
Social status
• A woman leads three quarters of single
parent families. It is not single parenthood
which is the problem, but the accumulation
of difficulties that it creates: usually, single
moms with children have lower incomes,
lower level of training, a less qualified job,
they are more likely to face
unemployment...
• 37% of the disabled, nearly four times
higher than non-disabled.
Age
• Antidepressants are mostly used by people
in the 35-49 age group and even more by
the 50-64 age group. (Results from
European Study on Epidemiology of Mental
Disorders (ESEMeD)* and Annex 2).
• Regarding children and teenagers: the
same studies show an increased risk of
suicide and self-harming at that age.
Gender
Women are more often in the grip of depression
than men. (10% for women and 6% for men)
•Women: progression through the age groups is
almost linear, beginning at 6% to 16%, but
declining when reaching the 55-64 age group
(8%).
•Men: the prevalence of these disorders is 4%
from 14 to 34 years old, and then stabilizes at
about 6% or 7% until the age of 75. Beyond this
age, 8% of men experience depression. (2006.
Rapport conseil supérieur d’hygiène)
Social status
The analysis of MDE prevalence by occupation
and socio-professional category (SPC) shows
that farmers generally have a low level of
prevalence (1%). Male employees are less
affected (1.6%) than the other categories, while
women salaried have the highest prevalence
(10.0%).
More than SPC, it’s especially the fact of being
without professional activity or unemployed,
which is strongly associated to a middle
depression episode (respectively 7.1% and
12.3%). Furthermore, the prevalence is twice as
high when unemployment lasts more than 2
years compared to people who are more recently
unemployed. (La dépression en France
Enquête Anadep 2005)
According to our calculations, only 58% of
women and 66% of men from 15 to 96 year
old who are taking antidepressants are
actually in depression
Age
On average, the first major depressive episode
appears around age 30. Half of these first
episodes come out between 19 and 38 years old
(La dépression en France Enquête Anadep 2005)
Consumer of antidepressants Prevalence of depression
Single moms, unemployed and disabled are
not a target group because we are fighting
against unneeded consumption of
antidepressants and not against people who
really need it.

5. SWOT
Opportunities Threats
SW
OT
WeaknessesStrengths
We have to act on these weaknesses (addiction and side effects) and to emphasize on
antidepressant threats (to provide more information and to act on the Natural/bio side)
Awareness
Deep awareness: antidepressants are surely Top
of Mind
Broad awareness: Almost useless, but not useful
Performance / Perceived quality
Attributes / benefits: Antidepressants allow patients to
treat their depression while having the impression of
being treated physically by a "medicine".
Price: The antidepressants are inexpensive and are
refundable under certain conditions.
Perceived Quality / Superiority: Antidepressants have
the best felt efficiency of all other treatments. It seems
like the best way to fight against depression but also
more scientific.
Imagery Feelings
User image: while only 8% of people think
that depression is a disease for women, an
antidepressant user generally has a more
feminine than masculine connotation.
The user can also simulate symptoms since
no symptom is truly verifiable: he does
appear to be faking. The user thus appears
to be weak because there is a lack of
physical symptoms, which leads to the
belief that the person is not sick, so it is
hardly conceivable that the user needs a
medicine for a non-disease.
Usage imagery: Someone who used
antidepressants while being confined to
their home and who has no other choice but
this treatment.
Brand feelings: Having the feeling of being
finally treated.
Brand Loyalty
Antidepressants occupies 51.6% of the market
(France 2005) and the satisfaction felt was 29.1%
However, according to the pyramid of loyalty,
antidepressants are placed on the level customary
user who has no reason to change because
consumers do not take any measures against
antidepressants but are satisfied and have no reason
to change.
Other Assets
Distribution: the fact that antidepressants are sold in pharmacies among the other drugs gives confidence to
the consumer.
On the contrary, it is more and more possible to buy antidepressants online without prescription.
(Http://www.eurodrugstore.eu/antidepressants__3__fr/prozac__11.html)
6. Brand equity

7. Summary
Who
1. Women (58%) are fewer that men (66%) to consume antidepressants when being
depressed.
2. Wallonia clearly is a greater consumer of antidepressants. It will be necessary to focus
our campaign on that area.
3. Single women or head of the family, unemployed persons and disabled persons aren't
our target because we fight against unjustified consumption of antidepressants.
4. We will not target doctors because it did’nt work in 2009.
What
1. We must act on the top of mind status, the attitude in relation to the brand, the brand
loyalty of the customer's satisfaction.
2. It will be necessary to either demystify the antidepressants effectiveness or make
alternatives more reliable.
How
1. It's necessary to orient people on psychotherapy because it has the same relative
efficiency than antidepressants.
2. It will be necessary to provide information and advice because it has a good relative
efficiency (11%)
3. It will be necessary to avoid ever-making guilty speech; otherwise people will avoid the
message.
4. It will be necessary to create a complicity with the target
5. To avoid the « talk to your doctor » is necessary because doctors are one of the reasons
why the antidepressants consumption increases.
6. We have to act on these weaknesses (addiction and side effects and focus on
antidepressant treats (by providing sources of information always more abundant and by
acting on the Natural/bio side)
Media planning
1. It will be necessary to develop a presence on Internet in order to fight self-prescription.
2. Recently, radio proved to be powerful
3. It will be necessary to favour either medias with high target complicity or personal either
with individual media.
When
1. To intensify the campaign, between mid-September and early November, especially
during the daylight time change and to take advantage of good weather to save some
budget.

II. Who
1. Segmentation
Geographic segmentation
• Wallonia: High consumer of antidepressants
• Brussels:Moderate consumer of
antidepressants
• Flanders: Light consumer of antidepressants
Gender segmentation
• Women: Women are almost twice more subject to use these kinds of treatment than men.
There are more women who take antidepressants while being really in depression.
• Men: Are more likely to consume only one box.
The feminine target is more selective than men if we are looking for a public who uses not
antidepressants advisedly. However, the masculine target shouldn’t be completely ignored
inasmuch as this class is the one that consumes more single boxes.
Economic segmentation
Because of the alternative costs and the
natural tendency of unemployed to be in
depression, this class should not be
targeted.
Demographic segmentation
• 0-18 years old: too young to consume antidepressants. Worse: it's dangerous for them. The
amount of consumers is negligible.
• 19-39 years old: it’s the age of the first antidepressant doses: they feel the sensation for the
first time and misunderstand what occurs. They don’t know that they are in depression and
their doctors guide them. They represent 50% of the first depressions. The number of
consumers is increasing.
• 40-60 years old: It's at least their second depression. They are used to use antidepressants.
Their depression may be chronic or episodic. They are aware of the different stakes around
the antidepressants. Increasing number of consumers of antidepressants.
• 61-70 years old: Retirement arrives with its inconveniences: stress, unemployment and
others
• 70+ years old: Periods of mourning occur which weaken and raise depression. Add to this
the placements to retirement homes, which has a big impact on the consumption of
antidepressants.
• Main target: Walloon and inhabitant of Brussels female workers between 19 and
39 years old.
• Secondary target: Walloon and inhabitant of Brussels male workers between
19 and 39 years old.
It corresponds to 525,819 people for the main target and 539,090 people for the secondary target.
(http://statbel.fgov.be/fr/statistiques/chiffres/population/structure/agesexe/popwal/)
Who 1
Who 2 Who 3
Who 4

We choiced We choose Fishbein and Elaboration likehood model.
• E
2. Model
Unmotivated: the patient doesn't feel well and doesn't want to think rationally. He
just wants to be cured whatever the solutions.
Able to treat the information: not all the information because some are too
complicated for him.
Opportunity: Opportunity to have the information: numerous links on the Internet
point to these information. The aim is being motivated in order to find them. It's
necessary to choose a peripheral message to motivate them to decrypt our
message by simplifying it.
If the consumer thinks
rationally and in a holistic
way, antidepressants are
not the first choice.
However this scenario is
rare and almost non-
existant. It will be
necessary to show the
different appeals for the
alternatives and to try to
reduce the sense of
effectiveness.
How 7
We either
need to
process the
information
peripherally
either got the
target
motivated
and able to
process the
information.
How 8
3. Mapping
Ineffective
Effective
ConstrainingUnconstraining
Current positioning: antidepressants are moderately constraining medicines, which are effective against
depression.
Wanted positioning: antidepressants are constraining medicines which efficiency is relative.
We mean by efficiency, the efficiency felt by consumers
and all the elements, which can take form of a constraint
(price, temporal availability, prescription etcetera.)

III. What
Category awareness 95%
Antidepressants are top of mind. We do not want to change the
level of awareness: we want to increase awareness scores of the
various alternatives. (+10% for alternatives)
Brand knowledge
We estimate the knowledge of antidepressants around 35%. We want
to increase this knowledge to a 70% level.
Brand liking 29.1%
We do not consider the brand liking as a goal of our campaign.
Brand trial 10.7%
10.7% of the Belgian population consumes antidepressants. This corresponds more
or less to the Dagmar average.
We would like to reduce this figure by 3% for women and 1.5% for men, thereby
reducing the number of female patients from 19-39 years old to 15 774 patients
and the number of male patient to 8,086 patients.
Brand repurchase 3%
We do not have official figures but giving that the Dagmar rule of averages for brand liking and
brand trial are relatively close to the average values, we estimate brand repurchase to be around
3%.
Our goal is to reduce this total by 0.5% for women and by 0.25% for men. This means that we
would like to reduce the number of 19-39 years old female patients who repurchase
antidepressants to 4206 and to 1347 for 19-39 years old male patients.
• The main objective is brand knowledge
• Secondary objectives: awareness of alternatives, brand trial and brand
repurchase.
Marketing objective: Reduce the number of consumers for whom antidepressants consumption
is not necessary.
This would reduce 355 216 products ingested by the 19-39 years population.
What 1/2
Target: 19 -39 years
• Status of top of mind
• Change efficiency
impression and brand
knowledge
• Decrease the brand trial
2013
• Target: 40 -60
•Change the brand
liking and the brand
repurchase
2015
• Check up
• Act on what
hasn’t worked
2014

• High attention
level
• Repetitive
• Expensive
• Lack of
complicity
• Previous
campaigns
have worked
well
• High
Complicity with
the target
• Good for
repetitions
• Good
combination
with the
internet
• Inexpensive
• Low attention
• Impossible to
thoroughly
develop the
message
• High Complicity
with the target • Low rereading
• Not selective
• Low attention
• Bad visual
• Complicity with
the target
• Rereading
• Highly Selective
• Visual
• Lower attention
• Broad audience
• Good for
Repetition
• Low Impact
• Lack of complicity
• Lack of complicity
• Small audience
• Expensive
. Complicity with
the target
• Highly Selective
• Informational
• Low impact
• Highly exposed
message
Media analysis
We chose tv, radio, display, magazine and internet. We rejected daily press and cinema.

Manner of expression
To establish a connection with our target, we would like to create a brand around our campaign in
order to change the identity of the broadcaster. Indeed, we recommend you to speak to the target
through a brand dedicated to the campaign instead of speaking on behalf of the State. This would
allow us to get a greater complicity with the target so they feel that we advice them for their well-
being rather than sermonizing them.
With this aim in mind, we created, after a brainstorming in our agency, “Happy”. We chose this
brand name because it is a short name, it could almost be the name of a little character and it
means “heureux” in French. Furthermore, we could almost speak to our target as if it was the
hapiness, which is giving them advice to overcome depression.
We chose the following colors:
• Blue: related to dreams, wisdom and serenity. A certain inner calm related to deep things. This
universe is interesting to spread our message.
• Green: it evokes hope, opportunity, stability and concentration In addition, it is a mixture of blue
and yellow, which brings again qualities of the blue color adding those of the yellow color
(feast, joy, warmth) without the negative meanings of it (the betrayal, lying, deception), which
are to avoid because of the need to establish complicity with our target.
• White: This reflects the purity, innocence, but it is especially the opposite of black, darkness
and dark thoughts.
Graphic charter
Logo
Our goal was to have a logo with round typography, in a minimalist style and respectful of our graphic
charter. Among those we have tried, we chose this one:
How 4

Client: le SPF santé publique, à travers la marque dédiée Happy. Il s’agit d’un
service public fédéral belge qui est chargé des matières de santé, de sécurité
alimentaire et d’environnement.
Contexte : la consommation d’antidépresseurs a augmenté de 65% en dix ans.
En 2009, plus d’un million de Belges en ont consommé. . Cette consommation
est plus élevée en Wallonie qu’en Flandres ou à Bruxelles mais la situation est
devenue telle que l’Etat belge a décidé de prendre les choses en main en
lançant une campagne de communication. En effet, les antidépresseurs
possèdent des effets secondaires assez nombreux tout en ayant une efficacité
relative. Pire, sa consommation peut être dangereuse pour les adolescents et
les enfants.
Alternatives : homéopathie, aromathérapie, phytothérapie, nutrithérapie,
photothérapie, acupuncture, Shiatsu, Ostéopathie et psychothérapie.
Cible réelle : La population belge
Cible visée:
• Principal : les femmes actives de 19 à 39 ans. (525 819 personnes)
• Secondaire : les hommes actifs de 19 à 39 ans. (539 090 personnes)
Objectif marketing: diminuer le nombre de consommateur dont la consommation
d’antidépresseurs n’est pas nécessaire.
Objectif communication : Changer le statut de top of mind et changer l’efficacité
ressentie
Positionnement : Les antidépresseurs sont des médicaments contraignants
pour qui l’efficacité est relative.
Baseline : « Les antidépresseurs, ca n’est pas ton moteur »
Promesse : L’efficacité des antidépresseurs est relative.
Reason why : Des études ont prouvé que l’efficacité ressentie des
antidépresseurs n’est que de 29 % et que l’efficacité relative est de 24%. Cela
tend à montrer que l’on est loin d’une efficacité totale.
Ton : Complice, captivant/interpellant, calme.
Media : Affiches dans les métros et gare, TV, magazines, radio, bannering
Do :
• Message interpellant
• Utiliser la charte
graphique et le logo
d’Happy ( bleu-vert-
blanc)
Don’t :
• Pas trop de détails
• Pas moralisateur
• Pas culpabilisant
• Eviter le traditionnel “parlez
en à votre médecin” car ils
sont une des raisons pour
laquelle la consommation
d’antidépresseurs
augmente
Briefing créatif

IV. Stratégie créative
1. Baseline
« Les antidépresseurs, ça n’est pas ton moteur »
• Antidépresseurs : cela situe clairement de quoi l’on parle. En effet, il est fort possible qu’il
y ait du bruit d’autres campagnes de prévention contre d’autres médicaments, comme nous
avons pu le voir avec la campagne actuelle sur les somnifères et calmants. Il faut donc
s’isoler de ce bruit en nommant clairement le produit.
• Ca : Nous aurions pu choisir « cela », mais nous avons préféré un langage plus jeune et
familier. Par ce choix, nous sommes en accord avec notre conclusion qui nous demandait
d’établir un dialogue, et plus particulièrement, avec notre cible.
• Ton : nous renforçons encore ici la proximité que nous souhaitons avec la cible.
• Moteur : le mot moteur implique quelque chose qui tourne et qui fait marcher un objet. Cela
illustre bien la dynamique des antidépresseurs.
Enfin, nous avons choisi une phrase qui rime pour que la capacité de mémorisation soit plus
élevée.
How 4
2. Concept
1. Concept de jeu (v. Appendix 3)
Notre premier concept est une publicité oblique qui
explore la thématique du jeu. (Quoi de plus complice
que le jeu ?)
Nous avons utilisé ce type de publicité pour interpeller
et pour que les gens prennent du temps à comprendre
le message car la mémorisation de notre message
met, elle aussi, longtemps.
Ainsi, nous avons représenté un flipper/pinball qui
aurait besoin d’une pilule pour entrer en marche. En
lieu et place de la balle, nous avons notre patient qui
après avoir reçu sa pilule peut naviguer entre ses
problèmes d’argent, de santé, de couple ou de travail
symbolisé au milieu.
Une fois qu’il n’arrive plus à voguer à travers ceux-ci,
les médecins ou psychiatres lui prescrivent à nouveau
des antidépresseurs pour qu’il puisse remonter vivre
sa vie. Un jour, les prescriptions ne suivent plus et la
mort attend le patient.
Enfin, nous avons essayé de stimuler une complicité à
l’aide de la headline.
How 4/5

2. Concept de l’autruche (v. Appendix 4)
Notre deuxième concept est un concept qui joue sur la
métaphore de l’autruche. Dans un soucis d’avoir un
message interpellant et épuré, nous utilisons une
image déjà socialement construite. En effet, « faire
l’autruche », c’est un peu se voiler la face et refuser de
prendre en compte la réalité. Se faisant, cela nous
permet d’avoir un message non moralisateur car nous
n’utilisons pas d’être humain mais un animal. (cfr. How
6 sur le naturel) En questionnant le lecteur de l’affiche
avec un « efficace ? » nous souhaitons activer des
processus de réflexion internes qui lui font trouver lui-
même la réponse : est ce réellement efficace ?
Oui/non ? Nous aidons ce même lecteur à
comprendre notre message via la boite
d’antidépresseurs dans laquelle la tête d’autruche
s’enfuit. A terme, nous souhaitons personnifier
l’autruche en lui donnant une réelle identité pour que la
cible s’y attache. Pour ce faire, nous nous en
servirions durant toute la campagne et irions jusqu’à
lui procurer un nom : Bea, nom féminin qui provient du
latin « heureux ». (Beatus/ Beatitudinem)
Remplit les objectifs
Exprime le
positionnement
Exprime la promesse
Complicité
Interpellant
Calme
Epuré
Non culpabilisant
Déclinable selon les
médias
12 24
Concept 2Concept 1
How 3/5/6

Nous utiliserons donc le concept de l’autruche qui surpasse de loin le concept du jeu
pour exprimer le ton, le message et remplir les objectifs que nous souhaitions.
3. Déclinaison
Magazine
Ce concept magazine reprend la même trame que l’affichage : le lecteur prend d’abord connaissance
d’un état de fait qu’il connaît déjà : deux autruches avec la tête dans le sol. (Cette fois-ci nous avons
fait exprès de ne pas mettre le moindre antidépresseur).
Nous retrouvons également la headline « efficace » qui invite le lecteur à répondre à une question
sur base de la situation. La page de droite donne la réponse à la question de la page 1. Enfin, nous
reprenons la problématique globale à travers la body copy pour qu’une fois que le lecteur ait eu sa
propre réponse, nous lui fournissions notre traduction des évènements : le questionnement, la
réponse et le call to action.
How 3/5/6

Nous reprenons le concept du double page en développant l’histoire :
Body copy
Efficace? Pourtant c’est ce que font plus de 10% des Belges en consommant des
antidépresseurs chaque année alors que son efficacité est relative. En effet, selon des études,
l’efficacité relative des antidépresseurs sur la dépression n’est que de 24%. Ajoutons à cela que
près de 50% des Belges en utilisent sans être en dépression. Alors ne faîtes plus l’autruche et
consultez notre application ainsi que notre site web http://www.happy.fgov.be pour avoir
toutes les informations sur les antidépresseurs et découvrez que de nombreuses
alternatives efficaces existent à portée de main !
• Reprise de la headline pour dire que nous allons donner notre propre réponse. On attire
donc ici. Cela répond à notre soucis d’être interpellant
• Explication du contexte et promesse
• Reason why
• Call to action
Script tv :
Lieu: dans le trou molletonné
Le spot tv commence avec deux autruches qui partagent un même trou dans lequel elles se
cachent.
• L’une dit à l’autre : Hey hey dis, tu crois qu’on est en sécurité maintenant ?
• L’autre autruche : J’en ai bien l’impression.
Un dézoom s’opère dévoilant le corps des autruches avec la tête enfuie dans le sol.
Deuxième dezoom dévoilant deux guépards affamés observant la scène incrédule.
• Le premier : qu’est ce qu’ils ont avalé ceux-là ?
• L’autre : aucune idée mais en tout cas, je sais ce que nous, nous allons avaler.
Une voix off féminine intervient :
Efficace ? Avec un plan avec « Efficace » écrit.
C’est pourtant ce que 1 168 300 belges (le chiffre s’affiche à l’écran) font chaque année en
consommant des antidépresseurs alors que ce n’est pas la solution dans tous les cas.
Un plan s’affiche avec le logo Happy, l’adresse du site web et la baseline écrite.
Pour plus d’informations, consulter notre site happy.fgov.be pour découvrir les alternatives.
Une autre voix féminine qui sera la même que pour les spots radios: Les antidépresseurs, ca
n’est pas ton moteur !
TV
How 3/5
How 4/5/6

Le site internet d’Happy est lui aussi autour du concept de l’autruche. Il sera le même pour
toutes les types de public : notre cible mais aussi les autres stakeholders: les journalistes et
professionnels. Le menu est une tête d’autruche qui reste enfuie dans le sol lorsque l’on
passe sur les antidépresseurs et qui sort de tête lorsque l’on passe aux alternatives. (v
Annex 5 & 6) Les sections sont les suivantes :
• Les alternatives
• Où trouver des alternatives?
• Evénements
• Concours
• L’application
• Statistiques
• Les antidépresseurs
• Newsletter
• Contact
• Happy
Les pages proposeront de partager le contenu sur Facebook et Twitter. Le site sera
disponible en français, néerlandais et allemand.
Internet
V. How
Communication plan
How 1/2/6

1. Teasing
Description : To create a teasing effect and to get a little “buzz”, we would like to dispatch ostriches
with their heads in the ground during a week at various locations of major cities: Liège, Charleroi,
Brussels, Mons, Eupen and Namur. Brussels would be the main town in order to play on the overflow
effect to the Flemish commuters. On some ostriches, there would be a QR code leading to an online
video giving some clues about the origin of these ostriches. The solution would then be given to the
press one day before the launch of the display campaign.
Schedule: October 6 to October 12.
2. Display
Description : We chose display for his capacity to reach large audiences and its potential to reach
active people. The purpose of the display is to build the brand and baseline awareness. It is for this
reason that we will only show our brand, our concept and our baseline: nothing else.
Schedule:
Adshel Metro: from October 13 to October 27.
Adshel Gare: Station: From October 13 to October 20.
Format: Adshel Metro” and “Adshel Gare” are networks, which seems the most appropriate to reach
active people. “Adshel gare” includes stations in Flanders. It may be interesting to make the Flemish
knowing our brand because we could target them in next campaigns. Through advertisements in
metros, we will also target Flemish commuters coming to Brussels who are very numerous (there are
371,000 daily commuters to Brussels according to the Belgian Statistical Office with 70% of Flemish
according to Stratec.
3. Stand
Description : We selected brand activation activities to show us close to the people, listening to
them while feeding the brand and pushing alternatives.
Every evening during the week of stress in Wallonia, we propose activities around a heated stand
and alternatives (massage, essential oils, etc.) in the stations of Wallonia.
People waiting for their train will have the opportunity to have a relaxing time and to participate in
contests:
• One is collective. It is a collective success to unlock: each participant will be photographed
with a smile (those smiles would be available in an Instagram album). A counter will display the
number of smiles and if the number of photography reaches a predefined total: rewards are
unlocked for a period of one hour. This competition aims to engage people in a collective
adventure around the smile, which is the key element of our logo.
The goal of this event is brand awareness and to build the Happy brand attitude with conviviality,
smile and complicity.
How 6

4. TV
Description : We chose television for its wide audiences and its capacity to develop fully a message.
Schedule:
The campaign will run from October 27 to December 14.
We will begin the first week with a rate of 200 GRP. Next came four weeks where we descend to 85
GRP. We will then provide minimum service for 3 weeks with a rate of 75 GRP hoping to take
advantage of the high rate of GRP earned during previous weeks.
We can afford to have this rate of GRP since other media will support the TV campaign.
Then, We voluntarily leave a desired lull to avoid an effect of nervousness against our campaign.
Indeed, we need to keep a good brand attitude.
Format: 30 “ spot
RTL, RTBF, PLUG RTL, AB4. There is no rational reason behind this choice: we only wanted to have
four diverse types of channels to boost OTS while achieving a certain number of GRP/week.
5. Periodical press
Description : We chose the periodical press because it gives us selectivity, complicity already
established with the target (usually readers always take the same magazine and are attached to it).
The quality of graphics prints allows us to provide an advertisement with visual quality.
Format: We want our advertising to be extremely impactful, which is why we choose a two-page
format in “Flair” and “Elle”.
• The other is individual: for each photography taken, each person receives a pill with a smiley
on it. The pill must be opened to release a code that you must enter on the Happy website.
! For each loser, a video will be explaining him or her that she or he was among the {Number
of registrants} who have taken a pill of happiness without success, like thousands of
Belgians taking antidepressants without really need it.
! Winners will get a message that they are the lucky person among {Number of registrants}
taking a happy pill. But as we want his happiness and that happiness can’t be reached by
antidepressants, we offer them a thalassotherapy trip.
This will increase traffic on our website while providing us key performance indicators (Number of
code introduced / number of pills dispensed)
This event will be declined in Brussels during the month of November with a radio support. This
concept will also be resumed the following year at various events (s. Appendix 7) to establish the
brand as a major actor in the health sector.
Schedule:
From November 17 to November 30.
MP 3

6. Radio
Description : Radio is a very important medium for us. The reasons are easy to understand:
• It is a moment of complicity where the user is often alone and listening to a channel that closely
resembles him on a psycho-demographic level.
• It is a perfect medium for repetition because it offers a good cost / grp.
• It is a medium, which is perfect to target active people at strategic times. (on the way to work, on
the way back to the house)
• It is a medium that has proven its strength over previous campaigns
• It is a medium that perfectly complements with Internet. Indeed, a study by the VAR, RMB and
Google has proved very concretely that advertising increases on average by 33% the rate of
search on Internet compared to normal. This rate may be increased in case of unknown brand
(like us) and to 59% if the advertisement mentions the website. It is, thus, a driver to push
people to join the Happy website.
We will use the radio to support the tv campaign and the brand activation while mentioning every
time the Happy website.
Schedule:
• 3 spots will be broadcast between 7 and 9 pm from Monday to Friday during 4 weeks from
November 3 and 4 spots in the last two weeks of the campaign (when the campaign will need
more support) and will recall the campaign view at television every evening. (Total: 200 spots)
• 3 spots will be broadcast between 15h and 17h from Monday to Friday for a period of two weeks
from November 3, when workers return home tired to invite them to join our stand and have a
relaxing time. The number of spot then goes down to 2 spots per day for a week. (Total = 100
spots)
Format: We chose 30 seconds spots because we have a message to convey. We choose Radio
Contact and PureFm because they correspond with our target
How 4
MP 2/3

• Dépression
• Fatigue
• Antidépresseur
• Prozac
• Serlain
• Seroxat
• Effexor
• Suicide
• Envie de suicide
• Déprimé
• Déprime
• Triste
• Tristesse
• Sans espoir
• Perte d’intérêt
• Changement
d’humeur
• Fatigué
• Manque d’énergie
• Baisse d’intérêt
• Baisse de plaisir
• Insomnie
• Idées noires
• Désabusés
• Stress
• Fatigue chronique,
envie de mort
• Chagrin
• Mal être
• Bien être
• Malheureux
• Abattement
• Découragement
• Spleen
• Cafard
• Psychothérapie
• Psychothérapeute
• Psychotropes
• Psychotoniques
• Psychologue
• Coup de blues
• problèmes personnels
• besoin d’aide
• Trouble dépressif
• Santé mentale
• Anxiété
• Humeur
• Marre de vivre
7. Internet
Description : We consider Internet as the main pillar of our campaign. Indeed, Internet is a medium
that allows to communicate with the target when they are alone, which make it possible to establish a
link.
It is also the main medium of medical research: when someone has symptoms, he decides to look on
the Internet at the possible diseases based on them. We must thus be present to counter offers to
buy antidepressants online without prescription. This is why we will provide a significant investment
on the Internet. We classify media on the Internet into 3 categories: paid, owned and earned.
Paid
Google Ad Words: Google is the entrance platform for medical research. It is therefore very
important to control those gateways in order to promote our content. We selected a number of
keywords to control:
Note that these keywords should be part of our SEO strategy when we will perform the Happy website.
Community platform: Community platforms are also very important: they are highly selective and
therefore enable us a complicity with the target and a coherence with our message, it is a relaxing
time for them, an opportunity to reveal their concerns, share their desires and to confide their
problems. For this purpose, we made a list of community platform adapted to the target or to the
theme of health. (s. Annex 8)
From this list, we have chosen:
How 4
MP 1/3

1. Doctissimo: A French website that is devoted to health and well-being. It accounted 9.063 million
unique visitors per month according to the Nielsen Panel / NetRatings October 2012.
We want the medicine, psychology and health topics in 300 * 250 Premium format .
2. Aufeminin.be and Santé A-Z: Aufeminin.com group is the No. 1 of the female audience in Europe:
the audience reaches 11.5 million unique visitors and 373 million page views. (Nielsen Netratings,
2009)
There are over 7.4 million unique visitors on aufeminin.com and the coverage for women 25-49 is
by 32%.
We want the 486 * 60 Banner format on the two portals .
From October 27 to December 14.
Owned
Website.
Smartphone application: A Smartphone application would be launched in Dutch and French
allowing to make a diagnosis. This application would propose some alternative solutions based on
symptoms. A reference inviting to consult his doctor or psychiatrist must be affixed everywhere. In
cases where multiple symptoms are reported, the psychotherapist or physician must be the only
proposed solution advocated by the application in order to avoid any risk.
The application would also allow to localize alternative shops and psychologists / psychiatrists in
the nearest area. The purpose of this application is to show that alternatives can sometimes be
used in place of antidepressants.
NB: APPscriptions was pointed by the
trendswatching.com .(http://www.trendwatching.com/fr/trends/10trends2013/?appscriptions) as one
of the 10 trends for 2013!
Earned
We chose to not select Facebook and Twitter among our media. This may seem strange while we
recommend a strong presence on Internet and while we are looking for complicity with the target,
but there are various reasons for this:
• We give priority to human contact rather than contact via computer.
• Social networks are long-term investment media and our campaign is a 3 years campaign. After
those 3 years, our Facebook page and twitter account would barely begin to bear fruit. And what
about after those 3 years? Abandoned? Happy would be a brand that abandons his community:
this is not the brand’s policy we are trying to build.
• Facebook has introduced a few years ago the edgerank. Recently the reach of a post decreased
to a rate of 10 to 20% depending on the level of engagement after Facebook decided to promote
his own advertising offers for businesses.
How 1/2/6

Media Octobre Novembre Décembre Budget
Radio 3 14 188,122 €
Télévision 27 14 450,564 €
Affichage 13 137,791€
Site Internet-Application 6 25,000 €
Stand 13 50,000 €
Presse périodique 17-30 56,848 €
Google ADS 6 15,000 €
Bannering 27 14 26,706 €
Street marketing 6 50, 000 €
999,933€
Small messages from Twitter do not allow us to convey our message. Twitter could ultimately be
used to communicate our events but it would be necessary to recruit followers whereas a newsletter
could achieve the same goal.
All these factors explain why an investment on Facebook and Twitter would be a strategic error
considering that 50 000 euros + 24 000 euros per year would be necessary to hire a part time
community manager and without counting the cost of Facebook ads to recruit a community.
VI. Media planning
We chose to be present on a particular period of the year: the daylight time change. (26th October
2014)
1 M € budget
When 1

13-19 20-26 27-2 3-9 10-16 17-23 24-30 1-6 7-13 Total
GRP
TV 200 85 85 85 85 75 75 690
Radio 196 196 163 98 130 130 913
Magazine 59,85 59,85 119,7
Affichage 110 99 209
Total 110 99 200 281 201 307,8 242,8 205 205 2094,5
Media Octobre Novembre Décembre Budget
Radio 3 153,081 €
Télévision 27 355,685 €
Site Internet-Application 13 25,000 €
Google ADS 13 15,000 €
Street marketing 13 50, 000 €
598766 €
27-2 3-9 10-16 17-23 24-30 Total
GRP
TV 250 75 75 75 75 550
Radio 163 163 163 184 673
Total 250 238 238 238 259 1223
For the light budget, we would remove every “build-the-brand” actions except the teasing and would
reduce the number of weeks presence. We would keep Internet investments except the bannering
because it seems essential for us.
600,000 € budget
The grp magazine is calculated by counting a rereading from 3.5 per magazine
99"
200"
281"
201"
307,8"
242,8"
205" 205"
Total&GRP/&week&
45%"
19%"
6%"
14%"
6%"
10%"
TV"
Radio"
Magazine"
Af<ichage"
Internet"
Below"the"line"

250"
238" 238" 238"
259"
Total&GRP/&week&
VII. How effective
Before the campaign: we will take the last figures from the Onkelinx Strategic Cell about: the
number of antidepressants sold, the number of conditioning per patient as well as the comparison of
this with the prevalence of depression.
We will conduct a quantitative survey about the awareness of antidepressants and alternatives, and a
Likert scale about the feeling of effectiveness and the feeling of constraining of alternatives and
antidepressants.
Key performance indicators:
• Stand: number of inserted code on the website compared to the number of pills dispensed.
We also want to see if the collective success will be unlocked. Finally, we will compare
Brussels and Wallonia to see where it works the better
• Outdoor/Radio/Magazine/TV: the objective for those media is: positioning, brand
awareness and achieve the objectives described in the Dagmar model. So, these media
will be tested in a survey after the campaign. .
• Teasing: number of tweet on the matter, number of articles on the web and in newspapers
• Bannering: click through rate but especially the average time on site after they join our
website. Indeed, we want to know if health portal is a good place for our next campaign
• Google adwords : part of people reaching our website by Google AdWords compared to
the rest of the traffic
• Website: our main KPI will be the average time spent on site. We want the website to be a
source of information on antidepressants and alternatives. If we got people spending time
on our website, it means that we provide them content of interest. Another KPI for this
matter will be the page views/ visitors.
After the campaign: We will conduct the same survey while adding questions on awareness of
used media (Where have you heard of Happy recently?). In addition to this, we want to achieve a
qualitative study about the Happy brand to see if we meet the qualifiers: « nice, solution oriented,
competent and complicity ». Finally, we will see if our goals are achieved according to the
Onckelinx Strategic Cell. What will interest us is whether the ratio of « people on
antidepressants » in relation to the prevalence of depression is lower than before the campaign.
61%"
26%"
9%"
4%"
TV"
Radio"
Below"the"line"
Internet"

Appendix
Appendix 1
Appendix 2
Figures calculated by myself

Appendix 3

Appendix 4

Appendix 5
Appendix 6

Appendix 7
• Salon Life², Marth
• Healthpro :, September
• Oxyzen, February
• “Salon de la santé de Fosse La Ville”, June
Appendix 8
1. Doctissimo
2. Au féminin.com
3. www.Forum-depression.com
4. Prevention suicide.be
5. GUIDE SOCIAL: guidesocial.be
6. MEDINET
7. QUESTION SANTE :
8. lasante.be
9. http://www.e-sante.be Forum
Appendix 9
!! Price! Specificity! Periodicity! X! Total!
Flair 8640% 2%pages% Hebdo% 2% 20.329,92%€%
Elle 15.520 2%pages% Hebdo% 2% 36.518,56%€%
RTL! 788% 1GRP% Daily% 100% 92.708,20%€%
RTBF! 755% 1GRP% Daily% 100% 88.825,75%€%
Plug!RTL! 468% 1GRP% Daily% 245% 134.897,49%€%
AB4! 465% 1GRP% Daily% 245% 134.032,76%€%
PureFM!7<9! 197% 1%spot% Daily% 100% 23.177,05%€%
PureFM!14<17! 105% 2%spot% Daily% 50% 6.176,63%€%
Contact!7<9! 1072% 3%spot% Daily% 100% 126.120,80%€%
Contact!14<17! 555% 4%spot% Daily% 50% 32.647,88%€%
AdShell!Metro! 30000% 5%spot% Hebdo% 2% 70.590,00%€%
Adshell!Gare! 57120% 6%spot% Hebdo% 1% 67.201,68%€%
Doctissimo! 50% CPM% Daily% 214% 12.588,55%€%
Au!feminin! 30% CPM% Daily% 200% 7.059,00%€%
Santé!A!Z! 30% CPM% Daily% 200% 7.059,00%€%
Site%webD%application% 25000% Convention% Annual% 1% 25.000,00%€%
PréDteasing% 25000% Convention% Monthly% 2% 50.000,00%€%
Stand% 25000% Convention% Monthly% 2% 50.000,00%€%
Google%Ad%words% 5000% Convention% Daily% 3% 15.000,00%€%
! % % % % 999.933,26!€!

Appendix 10
!! Price! Specificity! Periodicity! X! Total!
RTL! 788% 1GRP% %Daily% 75% 69.531,15%€%
RTBF! 755% 1GRP% %Daily% 75% 66.619,31%€%
Plug!RTL! 468% 1GRP% %Daily% 200% 110.120,40%€%
AB4! 465% 1GRP% %Daily% 200% 109.414,50%€%
PureFM!7<9! 197% 1%spot% %Daily% 100% 23.177,05%€%
Contact!7<9! 1072% 1%spot% %Daily% 103% 129.904,42%€%
Site!web<Applcation! 25000% Convention% %Annual% 1% 25.000,00%€%
Pré<teasing! 25000% Convention% %Monthly% 2% 50.000,00%€%
Google!Ad!words! 5000% Convention% %Daily% 3% 15.000,00%€%
! % % % % 598.766,84!€!
Bibliography
• Cellule stratégique de Laurette Onkelinx, Evolution des antidépresseurs, 2011.
• Cellule stratégique de Laurette Onkelinx, Note d’orientation psycho-médication, 2010
• Conseil supérieur d’hygiène, Dépression, dégressivité et suicide, 2008
• Ipsos, IDEA : Impact of Depression at Work in Europe Audit, 2011
• INPES, La dépression en France, 2005. 2010.
• La mutualité socialiste, Données socio-économiques et études longitudinales de la
prescription des antidépresseurs, 2008
• N. Debrunner, X Simonnet , Revue suisse de viticulture, arboriculture …, 1998 Solidaris,
Antidépresseur : évolution de la prescription, 2010.

Les antidépresseurs, ça n’est pas ton moteur
Press kit- 2014

Press Release
October 9, 2014
15, av Heger, 1050 Brussels
Antidepressants: Enough is enough
Effective this October 13,2014, will start the prevention campaign launched by the
public health department against excessive and non needed antidepressants
usage. Following the publication of the alarming usage indicators, non lucrative
association under the control of the federal and regional authorities is created and
branded "HAPPY". The anti depressant usage had increased by 65% in 10 years.
Actually, in 2011, 1.168.300 Belgians had at least used them once, and this number is in constant
evolution.
However as stated by Pharmanet, antidepressants are not efficient for light (usual) form of
depression, and dangerously expose patients to side effects.
In addition, studies had proven that the perceived efficiency of antidepressants never exceeds 29%
and its relative efficiency is 24%. Despite these facts, the patients seem unsatisfied of no drugs is
administered to them.
This is how, following then campaign of the public health department and thanks to an appealing
slogan, the Happy Association becomes a direct and official source of information for patients,
health professionals and other scientists.
Happy informs the consumers and direct them toward alternative solutions with the target to
decrease women antidepressants' usage by 3% and men usage by 1.5%. Hope is then to reduce
by 350,000 units the number of administered antidepressants.
This campaign aims to provide full visibility to the non efficiency of antidepressants in certain
cases. It will heavily use all communication channels such as television and radio among others.
The website happy.fgov.be is already available for doctors, journalists and any person interested in
getting more information.
In conclusion, Happy positions itself as a source of information and a significant prevention help to
approach happiness.
Further presss information: please visit www.happy.fgov.be or contact:
Kim Assaker
PR Happy SPF Health
Kassaker@happy.be
Phone : +32 04780087

Table of contents
Press kit 2014
Introduction
Page 4
-Antidepressants in Belgium: ﬁgures, risks , alternatives
Page 5
- Presentation of Happy
Action
Page 6
-Events , street marketing, stand
Page 7
- Smartphone application, website and other media
3

Sad mood? Significant gain or loss of
weight? Insomnia? Fatigue? Many Belgians are
hit by these symptoms daily and episodically.
When these symptoms persist the patient is
diagnosed with depression
Society of Hapiness
! ! ! Unfortunately, we live in a society in a
constant seeking for happiness and well being
and therefore prescription for antidepressants
is felt as only remedy. The consumption of
these drugs is constantly increasing reaching a
yearly growth of 7.9%. The gender distribution
for consumption is 18.5% for women and
9.1% for men.
However only 10% of women and 6% of men
are really depressed showing a non efficient
and not needed usage of antidepressants in
Belgium.
A relative efficiency
The observation above is due to the
perception that antidepressants are a cheap
(this is a fact), quick (even with a 2-month
prescription) and above all efficient. However, it
is proven that it is a relative efficiency: actually,
only 24% of the patients recognize a
diminution of the symptoms or a full recovery.
This efficiency perception makes the
antidepressants an amazing placebos
demonstrated by a comparative study showing
that 38% of the patients recognized an
improvement versus 52%..
Serious warning
Publications highlighting the risks of
antidepressants give a serious warning against
the situation described above:
•a study by BMC medicine in 2005 highlighted
a high risk of suicidal thoughts
w i t h t h e p a r o l e t i n e
antidepressants (Aoropax,
Seroxat and their generics). This
risk is well demonstrated for
children and teenagers which
led the FDA to impose a
war ning on the boxes
stating: increased risk of
suicidal thoughts for young
adults between 18 and 24
years old.
•u s a g e o f S S R I - t y p e
antidepressant increases by
1 0 % t h e r i s k o f g a s t r i c
hemorrhage (BMJ, September
2001; vol 323: P1-6)
Other studies also highlighted additional risks
of side effects such as cerebral vascular
accidents, glaucoma, cardiac and sexual
disorders, metabolic and respiratory disorders,
etc...
Alternatives
Alternatives such as massages, herbal
medicine, homeopathy, acupuncture, St.
John's Wort (natural antidepressant) and
psychotherapy. However, these alternatives are
not popular and perceived as non efficient.
An additional reason for the non usage of the
above alternatives is the doctors who make the
prescriptions: they are usually powerless trying
to help patients. They therefore prescribe
antidepressants. 80% of the first prescriptions
are emitted by generalists and the remaining
20% are emitted by specialists.
For all above reasons listed above, It
became urgent and mandatory for the
public authorities to fight against this
c o n s t a n t a n d re g u l a r i n c re a s e i n
antidepressant consumption.
ANTIDEPRESSANTSIN
BELGIUM
SOME FIGURES
•1,168,300 Belgian patients consumed
antidepressants in 2011
•67% of antidepressants users are
women
•A peak is observed between 51 and 55
years (10.55% of patients)
•The average conditioning number per
patient is 4.40
•Those who consume the most
conditioning are 66-70
•It costed € 135,955,369 to the Inami in
2011
•The most used antidepressants are
prozac (8.6%) the Deroxat (5%) and
Effexor (3.1%)
Some phamaceutical
companies selling
antidepressants
• GFK
• Eli Lilly
• Wyeth
• Lundbeck
• Pfizer
MOREINFORMATION
http://www.happy.fgov.be
6,085,791
antidepressants
consumed in
2011
4

Happy
To raise awareness of the public opinion on the importance of the prevention campaign to reduce
significantly the amount of antidepressants consumed in Belgium, the public health department created the
non profit organization "happy" under the leadership of Mrs Charlotte Scutnaire.
This non profit organization has the mission to improve the health of the population, fight against the side
effects of medication, to decrease the number of addicted patients and finally to protect citizens' health.
During this 3-year campaign, the consumer will be informed, educated and supported by "Happy". Thanks to
its powerful and appealing slogan, Happy will advise and direct the consumer of antidepressants to better
believe and adopt alternative solutions. Happy will meet these patients at special events and ensure that all
the needed information is timely available to them.
Significant budget is allocated to this mission including 1 million euros for the marketing campaign.
Happy is easily visible to all thanks to its 3 distinct colors (white, blue and green). Also, Happy uses
appealing slogans such as well being, serenity and happiness.
Les antidépresseurs, ça n’est pas ton moteur
5

Actions
To execute the plan and fulfill its mission, Happy will be visible at various fronts. We list
below a sample of the actions that Happy will perform in 2014:
Events
Happy will be visible in many locations such as train stations, on Internet or
on display on various boards.
The campaign will articulate around Bea the ostrich, who always hide in the
sand to protect itself from the external world. This is to be put in parallel to
any human who uses antidepressants without considering any alternative
solution.
Street marketing
In order to test our new campaign we will display in many cities in
Wallonia, pictures of ostriches with their head hidden in the sand.
Hopefully these funny and strange animals will raise enough curiosity of
the habitants of these cities such as liege, Charleroi, Brussels, Mons, Eupen
and Namur.
Stand
The Happy stand will therefore become a forum where information about
antidepressants and their alternatives. A question? A detail? An advice? Our
hostesses will be more than glad to help the visitors and even more make
them test some of the alternatives available at the stand. Moreover, our
stand will propose a double sided contest. If you are interested in
participating here are the rules:
The contest will be:
•Team-based: you will be photographed with a smile on your face. All these smiles will be grouped in an
Instagram album or equivalent. If your picture reaches a total number of xXx views, then you will obtain all
the prizes
•Individual-based: for each picture you will receive a pill with a smiley drawn on it. In this pill, you will
find a code to reproduce on the Happy web site. This code will give you a chance to win a prize.
6

Website
All needed information will be referenced on the happy website
www.happy.fgov.be. We will find useful facts on the antidepressants,
the alternatives and their cost. We will also reference a contact page,
addresses and useful links, a forum and a dedicated application
described in the following section
The Smartphone app
A mobile application for smartphones will be developed and allows
users to self diagnose. Knowing the symptoms, the Application
suggests alternatives and demonstrates their existence and
efficiency.
A banner advising to consult a doctor or psychiatrist will appear in
various screens of the Application. If multiple symptoms are
detected, the generalist or psychiatrist will be the only solution
suggested by the Application to avoid any excessive risk taking.
The Application will also allow to locate places were the alternatives
are proposed and to direct to psychiatrists close to the current geographical location of the user.
Television, radio and magazine ads
A television campaign will be provided and will feature Bea our
ostrich and one of her ostrich friend. Both of them have their heads
hidden in the sands and both are watched by 2 predators ready to eat
the the 2 ostriches exchange their concerns about their security and
safety in this situation. Is hiding in the sand enough to ensure their
safe existence?
Similarly, the voice of our 2 ostriches will be aired on the radio to
warn on the side effects of the antidepressants. This audio message
will be aired in the morning and late afternoon and will support our tv campaign and will invite auditors to
meet us at our stands.
The Happy campaign will also be visible in the subject medias. It will mainly target the press with a health, a
well-being, women and men sections.
7

Public'Relations:'antidepressants'.'Group'n°'4'
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''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''
Public Relations
I.#Introduction#
We consider the Public Relations campaign as a support pillar for our marketing campaign. It will
help us to target publics that we do not reach through our marketing campaign (doctors for
example). It will also convey to the public essential emotions such as fear and anxiety that we
could not pass through due to the brand territory. As a reminder, the values of the brand are:
Sympathy: Happy must be an
appreciated brand. Therefore, It
must be a brand immune to
criticism or controversy.
Complicity: it is the main
characteristic of the brand. It must
develop complicity field. The brand
must not be perceived by the public
as having a false speech.'
'
Oriented solution: Happy doesn't
talk about problem, Happy speaks
about solutions and hope.
Expertise: during the 3 years of
the campaign, Happy wants to be
considered as a professional and
credible health actor. It cannot
afford to be faulted.
Brand#territories#

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1. Alternatives : ils ont pour la plupart
des moyens limités. Il faudra les
informer que nous sommes entrés
en lutte avec les antidépresseurs et
qu’ils pourront profiter de
l’appel d’air pour renforcer
notre action à
Given the values and brand territory, it is excluded to communicate in the name of Happy. We will,
therefore, communicate in behalf of the Belgian Ministry of Public Health. (Except for the press kit
which needs to be on the website)
II.#Key#stakeholder’s#analysis#
1. The public: we already target them in the marketing campaign, which left us few room to
maneuver. Considering the budget allowed, it is impossible to directly target them. We will do
it through opinion leaders and journalists.
• Main target: 1,064,909 people
• Others: 9,943,091 people
Number: Finance Need: Room for maneuver:
2. Prescribers: they may be under the influence of the pharmaceutical lobby by direct
marketing, ignorant or sensible about to the prescription of antidepressants. We must
educate them while providing solutions to offer to their patients. The room for maneuver is
average since we do not have the same budget as pharmaceutical companies which are able
to pay 50,000 € for only 40 doctors. (France 2, Laboratoire Pharmaceutiques, un lobby en
pleine santé, 2013, http://www.youtube.com/watch?v=KSnuR-mATT0)
• General practitioner: 14,547 people (2011, INAMI)
• Psychiatrist: 2249 people (2011, INAMI)
3. Journalists: they are waiting for information but they have to deal with a huge amount of it. So,
it is necessary to motivate them to give us a bit of their time and to publish articles on this
subject because a high coverage of a subject is more likely to attract politicians attention in
order to be placed on the political agenda.
• Specialized press: used to reach an already sensitized public.
• General press: used to inform the public about the dangers of side effects.
The complete description of stakeholders is available in appendix
'
We are the Belgian Ministry of Public Health. Our stakeholders for this campaign are:'

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We chose journalists, doctors and alternatives as target for our PR campaign
5. Pharmaceutical companies: they have a bigger budget than us and have a powerful lobby:
they will do anything to stop us in our efforts.
• Lundbeck:Redomex
• GSK : Wellbutrin, Seroxat
• Eli Lilly : Cymbalta, Fontex/ Prozac
• Wyeth : Efexor
• Lundbeck : Cipramil, Sipralexa
• Pfizer : Serlain
4. Alternatives: we are struggling with antidepressants and they could take advantage of
the current situation to come strengthen our efforts.
• Homeopathy
• Phytotherapy  Griffonia , St. John's Wort, Common hawthorn, Passiflora, Bach Flower.
• Nutrithérapy
• Phototherapy
• Acupuncture
• Shiatsu
• Osteopathy
• Psychotherapy
III.#Objectives#
We will use the same means that pharmaceutical companies use to fight
against them. They use fear and anxiety to push the public to consume
drugs. We will use fear to push the public to be afraid of antidepressants.
We will then propose alternatives as a solution to this fear and this anxiety.
During our marketing campaign we attacked antidepressants in mass
media to better promote alternative solutions on the field. We will proceed
in the same way for our Public Relations campaign
Our objectives are the same than the marketing campaign ones. : brand
knowledge ( side effects , risks, etc.) , alternatives awareness ,brand trial
and brand repurchase.

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Fear-Anxiety
Journalist
Public
Antidepressants
Doctor
Alternatives
Communication'plan'
IV.#Events#
1.Business Meeting with alternatives
Aim: gather them to tell about our campaign.
Date: We must give them time to raise funds and to prepare their creative strategies. This is
the reason why this is our first action. We will meet them in March and July 2014
Content: we will invite them in a meeting room with lunch provided on site. We need to
persuade them to give off some budget to support us by running their own campaign in the
same time than ours. For that, we will expose them our media planning and opportunities to fit
in it. We also hope that they will help us for our PR campaign by providing materials to get the
attention of journalists by massage, essential oils and other relaxing moments before our press
conference. We will organize a final meeting to prepare the campaign.

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Guests
We will not invite psychiatrists because we are afraid of their links with pharmaceutical
companies. We can’t afford the risk of having pharmaceutical companies knowing our media
planning and that we are about to run a campaign against them.
• Unio Homeopathica Belgica (UHB)
• Société Belge de Phytothérapie et d'aromathérapie :
• Centre européen pour la recherche, le développement et l’enseignement de la
nutrithérapie (Cerden)
• Centre Européen de Luminothérapie (CELMEN)
• Association Belge des Médecins acupuncteurs (ABMA)
• Fédération Belge de Shiatsu
• Groupement National Représentatif des Professionnels de l'Osteopathie
2. Sending of flyers and a letter to GPs
Aim: educate prescribers to rational behavior of prescription. We want to show them that there
are other alternatives and inform on antidepressant risks.
Date: October 12, 2014. The goal is to support the marketing campaign by sending flyers to
doctors.
Content: The aim is to start a questioning in their minds about the prescription of
antidepressants before the launch of the marketing campaign. We want to convey the message
that by their prescription, they do not make their patients happy, but they play the game of
pharmaceutical companies. Thus, we will send a letter coupled with a flyer. The Flyer will invite
them to visit the website of Happy in order to discover alternatives while the letter resumes
studies that have demonstrated that antidepressants are dangerous and quite ineffective.
We want flyers to be the first hammer blow of the marketing campaign

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x 3. Press conference
Aim: to convey fear and anxiety about the antidepressant usages to the public through the
press.
Date: October 10, 2014 or October 17 depending on the marketing budget.
Invitations: Press is deluged by press releases; personalized mailings are also more and
more used. We want to differentiate ourselves by using a part of our marketing campaign.
In addition to ostriches disposed in key areas of major cities, we will pose ostriches 4 days
before the press conference in front of mainstream media buildings:
• Flair/ Femmes d’aujourd’hui : Telecomlaan 5-7 1831 Diegem 
• Elle : Chaussée de Louvain 431D 1390 Lasne
• Knack : Rue de la Fusée 50 b2 - 1130 Bruxelles
• Le Soir : Rue Royale, 100 1000 Bruxelles
• La Libre Belgique : Rue des Francs, 79  1040 Bruxelles
• De Standaard : Gossetlaan 30  1702 Groot-Bijgaarden
• De Morgen : Arduinkaai, 29 1000 Brussel
• Het Laatste Nieuws : Brusselsesteenweg 347 1730 Asse-Kobbegem
• RTBF/VRT/RTL Bd Auguste Reyers, 52   1044 Bruxelles
• VT4 : Fabrieksstraat 55 1930 Zaventem
• La dernière heure : Boulevard Emile Jacqmain 127 1000 Bruxelles
#
We will send them, in the same time than some carefully selected bloggers (s. appendix
2), a token representing an antidepressant smiley with writing "Key to Hapiness" on it. We
will also send with it a letter that invites them to discover why all these ostriches are
located in the city.
The press conference: we will place 2 ostriches at the entrance of the building with their
head out the ground. To enjoy some privileged access, people will have to use their token
at the reception. The press conference will take place as follow:
• 10 AM: Journalists welcoming. They will have access to massage, essentials oils and
other relaxation pleasures. The aim is to relax journalists by offering them a feeling of
fullness that will contrasts with the information we will provide on antidepressants.
• 11.30 AM: Beginning of the press conference: presentation of the Happy brand,
missions and the campaign.
• 11.45 AM: The Happy and fun part ends: we will try to convey doubt and fear about
antidepressants: presentation of strategic cell results, 20 years simulation according to
actual figures, annual sales of pharmaceutical companies selling antidepressants.
• 12 AM: speech of Prof. Dr. M. De Meyere, Gent university about recent study on
young’s suicide because of antidepressants and their side effects.
• 12.30 AM: Q&A
• 1 PM: lunch: during the lunch, journalists will have the opportunity to speak privately
with dr. De Meyere as well as the strategic cell members. They will receive a press kit
(different than the Happy one) with all statistics and studies.
During the entire press conference, a hashtag “#AntidepressantDay” will be used and
shown. We will resume important figures and facts so that journalists just have to retweet
it.

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Budget
25'000'euros'en'prostitué'pour'les'journalistes.'
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V.#Key#performance#indicators#
! We will count:
• The number of articles on antidepressants.
• The total number of readers hit.
• The number of tweet about the event
• The budget spent by alternatives
• The portion of Gp’s in the first prescription of antidepressants
! Attention will be paid on the tone of voice of those articles because we want to convey
fears and anxiety.
! We would also want to see the effect of our teasing on the press to see if we should
proceed another one next year:
• Number of articles talking about our ostriches
• Number of tweet mentioning our ostriches
Finally, we must pay close attention to articles that combine Happy brand and fear or
anxiety. If the number is too substantial, we will need to consider a new public
relations strategy dissociating Happy from PR actions.

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VI.#Budget#
Business meetings
11x Ostrich
2x Meeting Room
1x Projector
2x Catering
Direct mailing
14547x Flyers
14547x Colored envelops
14547x Mailing costs
Press conference
1x Location of a conference room
Conference speaker
55x Mailing costs
55x Pills
55x Letters
Hostesses
Alternatives stand
Agence fees
1200€
700€
125€
1250€
465.50€
1891€
9234.17€
1800€
500€
38.5€
150€
55€
400€
4690€
2500€
Total: 24999.17€

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I. Appendix
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Appendix'1'
'
We'made'a'strong'analysis'of'stakeholders'in'order'to'show'you'that'we'considered'
every'solution''
'
• In#bold:'the'important'ones.''
• Underlined:'those'that'could'be'interesting.'
Association des pharmaciens :
• ASSOCIATION DES UNIONS DE PHARMACIENS (ASBL)
• ASSOCIATION POUR LA MISE AU POINT DE SERVICES COLLECTIFS POUR
LES MEDECINS OMNIPRATICIENS ET SPECIALISTES, DENTISTES,
PHARMACIENS, CADRES, PROFESSIONS LIBERALES ET AUTRES
PROFESSIONS AYANT LE MEME STATUT SOCIO-ECONOMIQUE (ASBL)
• PHARMACIENS SANS FRONTIERES BELGIQUE (ASBL)
• ASSOCIATION DES PHARMACIENS DU CENTRE DES CANTONS DE L'EST
(ASBL)
• ASSOCIATION PROFESSIONNELLE DES MEDECINS DENTISTES ET
PHARMACIENS DE LA CLINIQUE LOUIS CATY A BAUDOUR (ASBL)
• SEMITI-PHARMACIENS BURUNDAIS EN BELGIQUE (ASBL)
• ASSOCIATION DE DEFENSE PROFESSIONNELLE DES PHARMACIENS
INDEPENDANTS (ASBL)
• PHARMALOUVAIN, ASSOCIATION ROYALE DES ANCIENS ETUDIANTS DE
PHARMACIE DE L'UNIVERSITE CATHOLIQUE DE LOUVAIN (ASBL)
• ASSOCIATION DES PHARMACIENS DE LA PROVINCE DE LIEGE (ASBL)
Unions professionnelles des pharmaciens :
• ASSOCIATION FRANCOPHONE DES PHARMACIENS HOSPITALIERS DE
BELGIQUE
• ASSOCIATION BELGE DES PHARMACIENS
• ASSOCIATION DES PHARMACIENS DE LA PROVINCE DE LIEGE
• ASSOCIATION FRANCOPHONE DES PHARMACIENS HOSPITALIERS DE
BELGIQUE
• ASSOCIATION BELGE DES PHARMACIENS HOSPITALIERS
• UNION DES PHARMACIENS DE LA REGION DE BRUXELLES CAPITALE -
APOTHEKERSVERENIGING VAN HET BRUSSELS HOOFDSTEDELIJK GEWEST
• UNION DES PHARMACIENS DE L'INDUSTRIE PHARMACEUTIQUE
• UNION DES PHARMACIENS DU CENTRE
• UNION DES PHARMACIENS DE LA MOYENNE BELGIQUE
• ASSOCIATION DE DEFENSE PROFESSIONNELLE DES PHARMACIENS
INDEPENDANTS
• UNION PROFESSIONNELLE DES MEDECINS, DENTISTES ET PHARMACIENS
Pharmacists#

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DE L'INSTITUT MEDICO CHIRURGICAL ARTHUR GAULLY
Société des pharmaciens :
• SOCIETE SCIENTIFIQUE DES PHARMACIENS FRANCOPHONES (ASBL)
• SOCIETE BELGE DES PHARMACIENS SPECIALISTES EN BIOLOGIE CLINIQUE
(ASBL)
Amicale des pharmaciens :
• AMICALE DES PHARMACIENS DE L'UNIVERSITE LIBRE DE BRUXELLES
(ASBL)
Commission des pharmaciens :
• COMMISSION ROLE DE GARDE DES PHARMACIENS DE LA REGION DE
BRUXELLES-CAPITALE (ASBL)
Groupement des pharmaciens :
• GROUPEMENT DES PHARMACIENS FRANCOPHONES (ASBL)
Cercles étudiants pharmaciens :
• CERCLE DES ETUDIANTS EN PHARMACIE DE L'ULB (ASBL)
• CERCLE DES ETUDIANTS EN PHARMACIE DE L'UCL (ASBL)
• CERCLE DES ETUDIANTS EN PHARMACIE (ASBL)
• CERCLE SCIENTIFIQUE DES ANCIENS ELEVES DE L'INSTITUT DE
PHARMACIE A. GILKINET DE L'UNIVERSITE DE LIEGE (ASBL)
Union professionnelle :
• UNION DES PHARMACIENS DE L'INDUSTRIE PHARMACEUTIQUE
Association :
• A.P.B - ASSOCIATION PHARMACEUTIQUE BELGE/ALGEMENE
PHARMACEUTISCHE BOND (BELGIAN PHARMACEUTICAL ASSOCIATION)
• ASSOCIATION NATIONALE DES GROSSISTES-RÉPARTITEURS EN SPÉCIALITÉS
PHARMACEUTIQUES POUR LA BELGIQUE
Pharmaceutical#companies#

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Unions professionnelles des médecins :
•UNION PROFESSIONNELLE BELGE DES MEDECINS SPECIALISTES EN
PSYCHIATRIE
•GROUPEMENT DES UNIONS PROFESSIONNELLES BELGES DE MEDECINS
SPECIALISTES
•UNION PROFESSIONNELLE BELGE DES MEDECINS SPECIALISTES EN
NEUROLOGIE - BELGISCHE BEROEPSVERENIGING DER GENEESHEREN-
SPECIALISTEN IN DE NEUROLOGIE
• UNION DE DEFENSE PROFESSIONNELLE DES MEDECINS DES HOPITAUX
UNIVERSITAIRES PUBLICS DE BRUXELLES
•UNION PROFESSIONNELLE DES MEDECINS ET DES DENTISTES DE HIS SITE J.
BRACOPS
•ASSOCIATION PROFESSIONNELLE DES MEDECINS SCOLAIRES
•UNION PROFESSIONNELLE DES MEDECINS DE L'HOPITAL VESALE
•UNION PROFESSIONNELLE DES MEDECINS DES CLINIQUES UNIVERSITAIRES
DE BRUXELLES, HOPITAL ERASME
Associations :
• ASSOCIATION DES MEDECINS GENERALISTES D'HAM-SUR-HEURE NALINNES
(ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE LA BASSE-MEUSE (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DES QUARTIERS NORD-DE
BRUXELLES (ASBL)
• RASSEMBLEMENT DES MEDECINS GENERALISTES DU NAMUROIS (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DU CENTRE ARDENNES (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES D'ANDERLECHT (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES BRUXELLES SUD-EST (ASBL)
• ASSOCIATION DES MEDECINS ATTACHES A LA CLINIQUE SAINTE-ANNE-
SAINT-REMI (ASBL)
• ASSOCIATION DE MEDECINS HOSPITALIERS DE LA PROVINCE DE
LUXEMBOURG (ASBL)
• MEDECINS SANS FRONTIERES (ASBL)
• ASSOCIATION DES MEDECINS DE L'HOPITAL SAINT-GEORGES A
MONS (ASBL)
• MEDECINS DU MONDE-DOKTERS VAN DE WERELD (ASBL)
• ASSOCIATION FRANCOPHONE DES MEDECINS COORDINATEURS ET
CONSEILLERS EN MAISONS DE REPOS ET MAISONS DE REPOS ET DE SOINS
(ASBL)
• UNION DE DEFENSE PROFESSIONNELLE DES MEDECINS DU C.H.U. SAINT-
PIERRE (ASBL)
• ASSOCIATION DES MEDECINS EXERCANT AUX CLINIQUES SAINT-JOSEPH
(ASBL)
Doctors#and#specialists#

'
'
• ASSOCIATION DES MEDECINS DU CENTRE HOSPITALIER DE DINANT (ASBL)
• ASSOCIATION DES MEDECINS HOSPITALIERS DE LA CLINIQUE D.
DERSCHEID (ASBL)
• ASSOCIATION PLURIDISCIPLINAIRE DES MEDECINS DE L'INSTITUT JULES
BORDET (ASBL)
• ASSOCIATION DES MEDECINS ANCIENS ETUDIANTS DE L'UNIVERSITE LIBRE
DE BRUXELLES (ASBL)
• MEDECINS DU DESERT (ASBL)
• ASSOCIATION DES MEDECINS HOSPITALIERS DES HOPITAUX IRIS
SUD (ASBL)
• LE LIEN. ASSOCIATION DES MEDECINS INTERNISTES EXERCANT A LA
CLINIQUE SAINT-JOSEPH A SAINT -VITH (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE JODOIGNE (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE WALCOURT (ASBL)
• ASSOCIATION DES MEDECINS CAMEROUNAIS DE BELGIQUE (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE BRAINE-L'ALLEUD ET
WATERLOO (ASBL)
• ASSOCIATION DES MEDECINS HOSPITALIERS DE L'A.I.O.M.S. DE BASTOGNE
(ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE GENAPPE (ASBL)
• SOS MEDECINS BRUSSELS (ASBL)
• RASSEMBLEMENT DES MEDECINS GENERALISTES DU NAMUROIS (ASBL)
• MEDECINS FORMATION WAREMME ET ENVIRONS (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE SAINT-GILLES ET DES
COMMUNES AVOISINANTES (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DU SUD-LUXEMBOURG
(ASBL)
• ASSOCIATION FRANCOPHONE DES MEDECINS-CHEFS, DES MEDECINS-
DIRECTEURS ET DES DIRECTEURS MEDICAUX (ASBL)
• GROUPE LIEGEOIS DES MEDECINS DE MAISON MEDICALE (ASBL)
• LES MEDECINS DE L'ANCIENNE CLINIQUE DES BRUYERES (ASBL)
• ASSOCIATION ROYALE DES MEDECINS DIPLOMES DE L'UNIVERSITE DE
LIEGE
• FONDS DE SOLIDARITE DES MEDECINS (ASBL)
• UNION DES MEDECINS GENERALISTES DE TUBIZE-CLABECQ ET REBECQ
(ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE HANNUT (ASBL)
• ASSOCIATION DES MEDECINS DU CHR CLINIQUE SAINT-JOSEPH - HOPITAL
DE WARQUIGNIES (ASBL)
• A.M.G.W., ASSOCIATION DES MEDECINS GENERALISTES DE WAVRE (ASBL)
• ASSOCIATION DES MEDECINS DE L'HOPITAL CIVIL DE CHARLEROI (ASBL)
• ASSOCIATION DES MEDECINS DU GRAND HOPITAL DE CHARLEROI (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE MONT-SAINT-GUILBERT,
CHASTRES, WALHAIN (ASBL)
• ASSOCIATION DES MEDECINS DU CENTRE MEDICAL AMERCOEUR (ASBL)
• UNION DES MEDECINS GENERALISTES BORAINS (ASBL)
• ASSOCIATION DES MEDECINS DE LA CLINIQUE NOTRE-DAME DE
FRAMERIES (ASBL)

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'
• COMITE DES MEDECINS DU CENTRE SOCIO-MEDICAL DE DOUR (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE CHAUMONT-GISTOUX
(ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE LA BASSE-MEUSE (ASBL)
• MEDECINS DE FAMILLE DE L'ENTITE SONEGIENNE (ASBL)
• ASSOCIATION DE MEDECINS GENERALISTES DE NEUPRE ET ENVIRONS
(ASBL)
• ASSOCIATION DES MEDECINS DE LA CLINIQUE ET MATERNITE SAINTE-
ELISABETH (ASBL)
• ASSOCIATION DES MEDECINS DE LA CLINIQUE NOTRE-DAME DE GRACE A
GOSSELIES
• ASSOCIATION DE MEDECINS SPECIALISTES DU CENTRE HOSPITALIER DE
L'ARDENNE, 6800 LIBRAMONT (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES ENTRE MIDI ET OUEST
(ASBL)
• MEDECINS GENERALISTES ASSOCIES (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE BRAINE-LE-COMTE
(ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES D'OTTIGNIES, COURT- SAINT
ETIENNE – BOUSVAL (ASBL)
• GROUPE DES MEDECINS GENERALISTES DE MALMEDY (ASBL)
• ASSOSIATION DES MEDECINS DU CENTRE HOSPITALIER NOTRE DAME ET
REINE FABIOLA (ASBL)
• ASSOCIATION DES MEDECINS DU GRAND HORNU (ASBL)
• ASSOCIATION DES MEDECINS DU SERVICE DE PSYCHIATRIE DE LA
CLINIQUE SAINTE-ANNE - SAINT-REMI - SAINT-ETIENNE (ASBL)
• ASSOCIATION DES MEDECINS HOSPITALIERS DES HOPITAUX D'IRIS SUD
SITE ETTERBEEK IXELLES (ASBL)
• ASSOCIATION DES MEDECINS DES HOPITAUX SAINT-JOSEPH, A GILLY-
SAINTE-THERESE, A MONTIGNIES-SUR-SAMBRE (ASBL)
• ASSOCIATION DES MEDECINS ATTACHES A LA CLINIQUE SAINTE-ANNE-
SAINT-REMI (ASBL)
• UNION MEDICALE DES MEDECINS DE LA PROVINCE DE NAMUR (ASBL)
• ASSOCIATION DE MEDECINS GENERALISTES DE MONS (ASBL)
• L'ASSOCIATION BELGE DES MEDECINS PHARMACEUTIQUES (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES FAMENNE-ARDENNE (ASBL)
• ASSOCIATION DES MEDECINS DU CENTRE HOSPITALIER NEW PAUL BRIEN
(ASBL)
• ASSOCIATION BELGE INTERMUTUALISTE DES MEDECINS-CONSEILS EN
SECURITE SOCIALE (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE LASNE-LA HULPE-
RIXENSART (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE GANSHOREN -
VERENIGING VAN GANSHORENSE HUISARTSEN (ASBL)
• ASSOCIATION DES MEDECINS MI-TEMPS ET A DEROGATION DES HOPITAUX
DE L'UNIVERSITE DE BRUXELLES (ASBL)
• GROUPE DE MEDECINS GENERALISTES DE BRUXELLES SUD EST (ASBL)
• ASSOCIATION DE MEDECINS GENERALISTES DE NEUPRE ET ENVIRONS

'
'
(ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE L'ARDENNE
STAVELOTAINE (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE BERCHEM-SAINTE-
AGATHE (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES D'UCCLE ET ENVIRONS
(ASBL)
• LES MEDECINS NON HOSPITALIERS DU PAYS VERT (ASBL)
• ASSOCIATION DES MEDECINS DES CANTONS DE L'EST DE BELGIQUE
(ASBL)
• ASSEMBLEE GENERALE DES MEDECINS DU CENTRE HOSPITALIER
REGIONAL (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES D'EVERE-SCHAERBEEK
(ASBL)
• A.M.G.W., ASSOCIATION DES MEDECINS GENERALISTES DE WAVRE (ASBL)
• ASSOCIATION DES MEDECINS GENERALISTES DE LA GARDE DE
GERPINNES (ASBL)
• ASSOCIATION DES MEDECINS DE TILFF ESNEUX ET ENVIRONS (ASBL)
Cercles des médecins :
• CERCLE DES MEDECINS GENERALISTES DE NAMUR OUEST (ASBL)
• CERCLE DES MEDECINS GENERALISTES D'AYWAILLE (ASBL)
• CERCLE DES MEDECINS D'ANS (ASBL)
• CERCLE DES MEDECINS GENERALISTES DE VILLERS-LA-VILLE (ASBL)
• CERCLE DES MEDECINS GENERALISTES DE HUY (ASBL)
• CERCLE DES MEDECINS GENERALISTES DE GREZ-DOICEAU ET
BEAUVECHAIN (ASBL)
• CERCLE DES MEDECINS GENERALISTES DE SPRIMONT (ASBL)
• CERCLE DES MEDECINS GENERALISTES DE LA SENNETT (ASBL)
Groupement des médecins :
• GROUPEMENT DES MEDECINS GENERALISTES DE LA REGION DU CENTRE -
CELLULE DU CENTRE D'INFORMATIQUE MEDICALE (ASBL)
• GROUPEMENT DES MEDECINS GENERALISTES DE BRUXELLES NORD-OUEST
(ASBL)
• GROUPEMENT DES MEDECINS DE LA CLINIQUE PSYCHIATRIQUE HENRI-
CHAPELLE (ASBL)
• GROUPEMENT DES MEDECINS DE BINCHE ET ENTITES AVOISINANTES
(ASBL)
• GROUPEMENT DES MEDECINS OMNIPRATICIENS DES ENTITES DE
PLOMBIERES ET LA CALAMINE (ASBL)
Fédérations :
• FEDERATION DES ASSOCIATIONS DE MEDECINS GENERALISTES DE
BRUXELLES (ASBL)
• FEDERATION LIEGEOISE DES ASSOCIATIONS DE MEDECINS GENERALISTES

'
'
(ASBL)
• FEDERATION DES MEDECINS GENERALISTES DU CENTRE ET DE BINCHE
(ASBL)
• FEDERATION DES ASSOCIATIONS DES MEDECINS GENERALISTES DE LA
REGION DE CHARLEROI (ASBL)
• CONFEDERATION DES MEDECINS BELGES - EN NEERLANDAIS :
KONFEDERATIE DER BELGISCHE GENEESHEREN (ASBL)
Sociétés
• SOCIETE DE MEDECINS GENERALISTES DE JUPILLE, BELLAIRE, SAIVE ET
QUEUE-DU-BOIS (ASBL)
HOMEOPATHY :
Unions professionnelles
'
• UNIO HOMEOPATHICA BELGICA
Associations
• SOCIETE ROYALE BELGE D’HOMEOPATHIE (ASBL)
• ECOLE BELGE D’HOMÉOPATHIE (ASBL)
• LES AMIS DE L’HOMÉOPATHIE (ASBL)
• ASSOCIATION DES LABORATOIRES PHARMACEUTIQUES AGRÉÉS EN
HOMÉOPATHIE (ASBL)
• ASSOCIATION DES PÉDIATRES PRATIQUANTS L’HOMÉOPATHIE (ASBL)
PHYTOTHERAPY :
Société :
• SOCIETE BELGE DE PHYTOTHERAPIE ET D’AROMATHERAPIE (ASBL)
ACUPUNCTURE
Associations
• ACUPUNCTURE SANS FRONTIERES BELGIQUE (ASBL)
• ASSOCIATION MÉDICALE D’ACUPUNCTURE MODERNE (ASBL)
• CENTRE D’ETUDES DE MEDECINE CHINOISE ET D’ACUPUNCTURE (ASBL)
• ASSOCIATION BELGE DES MÉDECINS ACUPUNCTEURS (ASBL)
• ASSOCIATION BELGE DES ACUPUNCTEURS DIPLOMES DE CHINE
Alternatives#

'
'
• UNION PROFESSIONNELLE DES MEDECINS ACUPUNCTEURS DE
BELGIQUE
SHIATSU
Associations
• KIMURA SHIATSU (ASBL)
• O-KI SHIATSU SCHOOL BRUSSELS (ASBL)
Fédération
• FÉDÉRATION BELGE DE SHIATSU (ASBL)
OSTHEOPATHY
Groupement
• GROUPEMENT NATIONAL REPRÉSENTATIF DES PROFESSIONNELS DE
L’OSTÉOPATHIE (ASBL)
Associations :
• LES ENFANTS DE L’OSTÉOPATHIE (ASBL)
• COLLÈGE BELGE D’OSTÉOPATHIE (ASBL)
• CENTRE DE RECHERCHE ET D’ÉTUDE DES TRAITEMENTS DIFFÉRENCIÉS
EN OSTÉOPATHIE (ASBL)
• GROUPE D’ÉTUDES ET DE RECHERCHE EN KINÉSITHÉRAPIE MANUELLE ET
OSTÉOPATHIE (ASBL)
• OSTÉOPATHIE POUR TOUT-PETITS (ASBL)
• LES DISPENSAIRES SOCIAUX D’OSTÉOPATHIE (ASBL)
• SOCIÉTÉ BELGE D’OSTHÉOPATHE, UNION PROFESSIONNELLE
D’OSTHÉOPATHES BELGES
PSYCHOTHERAPY
Associations :
• ASSOCIATION POUR LA PSYCHOTHERAPIE PSYCHANALYTIQUE DE COUPLE
ET DE FAMILLE (ASBL)
• CENTRE NOTGER INSTITUT DE FORMATION A LA PSYCHOTHERAPIE (ASBL)
• ASSOCIATION FRANCOPHONE DE PSYCHOTHERAPIE CENTREE SUR LA
PERSONNE ET EXPERIENTIELLE (ASBL)
• ASSOCIATION POUR LA RECHERCHE EN PSYCHOTHERAPIE
PSYCHANALYTIQUE (ASBL)
• INSTITUT DE PSYCHOTHERAPIE CORPORELLE INTEGREE – BELGIQUE
(ASBL)

'
'
• ASSOCIATION BELGE DE PSYCHOTHERAPIE (ASBL)
• SENSIBILISATION ET FORMATION EN PSYCHOTHERAPIE (ASBL)
• ASSOCIATION NAMUROISE DE PSYCHOTHERAPIE ET SYSTEMICIENS (ASBL)
• ASSOCIATION INTERNATIONALE DE PSYCHOTHERAPIE ANALYTIQUE ET
EXISTENTIELLE-CENTRE PSY8(SCHAERBEEK)(ASBL)
• ATLANTIS, CHAPITRE DE PSYCHOTHERAPIE INSTITUTIONNELLE (ASBL)
• ECOLE BELGE DE PSYCHOTHERAPIE PSYCHANALYTQUE A MEDIATIONS
(PSYCORPS) (ASBL)
• GROUPE D'ETUDES EN PSYCHOTHERAPIE ET PSYCHOTHERAPIE INFANTO-
JUVENILE (ASBL)
• INSTITUT DE PSYCHOTHERAPIE CORPORELLE INTEGREE – BELGIQUE
(ASBL)
• ASSOCIATION DES PSYCHOLOGUES PRATICIENS D'ORIENTATION
• L'ASSOCIATION DES PSYCHOLOGUES CLINICIENS ET PSYCHOTHERAPEUTES
MUSULMANS (ASBL)
• LES PSYCHOLOGUES DU SPORT.BE (ASBL)
• FEDERATION BELGE DE PSYCHOLOGUES (ASBL)
• ASSOCIATION NATIONALE DES PROFESSIONNELS PSYCHOLOGUES (ASBL)
• PSYCHOPREV, ASSOCIATION DES PSYCHOLOGUES CONSEILLERS EN
PREVENTION (ASBL)
• ASSOCIATION PROFESSIONNELLE DES NEUROLOGUES ET DES
PSYCHIATRES BELGES (ASBL)
• ASSOCIATION PROFESSIONNELLE DES PSYCHIATRES INFANTO-JUVENILE
FRANCOPHONES (ASBL)
Fédérations :
• FEDERATION FRANCOPHONE BELGE DE PSYCHOTHERAPIE
• FEDERATION PROFESSIONNELLE DES PSYCHOLOGUES CLINICIENS ET
DES PSYCHOLOGUES PSYCHOTHERAPEUTES (ASBL)
NUTRITHERAPY
Sociétés :
• SOCIETE BELGE DES MEDECINS NUTRITIONNISTES#
#
#
#
#
#
#
#

'
'
Appendix'2'
#
Bloggers#
#
J'Jean'Quatremer'(Journalism)''
J'Damien'Van'Achter'(IT/Journalism)'
J'Frederik'Tibau'(Journalism)'
J'«'Iwry'Twilight'Belgium'»'(Blog)''
J'Hugues'Lannoy'(Blog)''
J'Laurence'Vanhée'(HR)'
J'Fred'Wauters'(Journalism)'
J'David'Van'Lochem'(Blog)''
J'Fabrice'Distefano'(Blog)''
J'Ettore'Rizza'(Journalism)''
J'Philippe'Legrain'(Blog)'
J'Sophie'Lejoly'(Journalism)''
J'Grégory'Lenco'(Journalism)''
J'Frédéric'Vandendris'(Blog)'
J'Lauranne'Lahaye'(Journalism)'
J'Aurore'Sabbe'(Blog)''
J'Emme'Comme'(Blog)'
#

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