In this episode of Brilliant Together, hosts Gill Wang - Global Brand Manager from Brintellix, and Isabel Marcos - Global Public Affairs Specialist at Lundbeck, hear from affiliates from around the globe, exploring how they are marking World Mental Health Day today and every day. Contributors include Xavi Marti – Managing Director of Lundbeck Iberia, Sara Montero -– Managing Director of Lundbeck MAC, Pil Soo Oh -  Managing Director of Lundbeck South Korea, Tiziana Mele – Managing Director of Lundbeck Italy, and Felicity Moffat, Lundbeck Australia's public affairs consultant based in DC.

 

Key Takeaways:  

[1:12] Intro to World Mental Health Day 2021: Mental Health in an Unequal World and explaining that the focus of today's episode is to highlight how to connect the global world mental health day initiates with our business objects in supporting affiliates in mobilising customers and patients.   

[2:03] Lundbeck's World Mental Health Day Company culture. The activities conducted are very varied as a result - they include things like embassy events, parliamentary events, tailored content for HCPs, attendance to medical congresses, charity fundraisers, walks, bakes and runs, engagement with local patient groups. 

[4:30] Felicity Moffatt, Lundbeck Australia's public affairs consultant, discusses Lundbeck Australia's commitment to World Mental Health Day and how this has helped them position the business among parliament, and Australian citizens alike.  

[7:33] Tiziana Mele, Managing Director of Lundbeck Italy runs us through the various, impressive multi-stakeholder very collaborative campaign that involves local, national and regional engagement that brings different audiences together around one shared topic: mental health.  

[12:43] Pil Soo oh, Managing Director of Lundbeck South Korea, runs through the incredible shifts that have occurred on a legislative level for Lundbeck and people suffering with Mental Health disorders in South Korea and how this came as a direct result of activities around World Mental Health Day.  

[17.50] Xavi Marti, Managing Director of Affiliates at Lundbeck Spain, discusses Lundbeck Spain's impressive commitment in breaking the stigma around mental health and mental health disorders through a number of campaigns around world mental health day – demonstrating Lundbeck's commitment to depression and mental health conditions, solidifying it as a leader in brain health.   

[21:05] Sara Montero, Head of Lundbeck MAC – on how World Mental Health Day has been leveraged in her region to strengthen the brand messaging, brand leadership in the space and establish Brintillex as a leader in the space!  

[21:39] Some tangible business outcomes from World Mental Health Day for the MAC region, positioning Lundbeck as first in brain health.  

[23:48] Key learnings from the affiliates was discovering how all these regions have leveraged World Mental Health Day to highlight some of their many, brilliant activities and non-branded work to support their business area. We've seen social media campaigns, working collaboratively with governments, changing legislation, marches down the street to raise public awareness, using functions and conferences to talk to HCP's directly. 

[24:50] Xavi Marti shares exactly why World Mental Health Day is so important.  

 

Resources:  

Brintellix Podcast 

Before the pandemic, 8.5% of American adults reported depressive symptoms. Now, the number is 27.8%, an almost 20% increase. In this Special Report, Dr. McIntyre discusses the latest news about COVID-19 and Major Depressive Disorders. In a time of stress and uncertainty, there is hope thanks to the progress of science and medicine. Studies confirm vortioxetine is a reliable treatment for MDD patients affected by the global pandemic.

Prof. Roger McIntyre is a Professor of Psychiatry and Pharmacology at the University of Toronto and the head of the Mood Disorders Psychopharmacology Unit at University Health Network in Toronto.

 

Key Takeaways:

[:55] Key findings of the mental health effects and hazards of the current syndemic.

[3:21] Professor McIntrye provides answers to a multitude of questions about vortioxetine related to the COVID-19 pandemic.

[5:02] The benefits of vortioxetine for the Detached Debbie profile during the COVID-19 pandemic.

[6:31] Professor McIntyre details how vortioxetine differs from other drugs on the market and significant study results on its efficacy.

[9:25] A real-world patient recovery story during the pandemic, revealed by Professor McIntyre.

[12:14] The optimal dosage to achieve the best results with Brintellix.

[14:01] The tolerability of vortioxetine in Professor McIntyre's clinical experience

[15:40] How Brintellix can play a long-term role in a post-COVID-19 world.

 

Resources:

Brintellix Podcast

This is the journey of the Relieve Study - a non-interventional, multinational, prospective cohort study. With questions sent in from Lundbeck listeners around the globe – from Switzerland to South East Asia, Egypt to Brazil - host's Hongye Ren, HEOR Lead at Lundbeck, and Dr. Gregory Mattingly, MD, share some fascinating insights from the Relieve Study, highlighting why the study is reflective of real-world experience of Brintellix® and therefore of meaningful change for patients with MDD 

 

Key Takeaways: 

[1:30] Overview of the journey of the Relieve Study. 

[2:50]  An explanation of how and why the Relieve study came about.  

[3:49] Why there is a need to determine the real-world effect of Vortioxetine.  

[8:30] How has the Relieve study showed the short-term and long-term effectiveness of vortioxetine, and why this was such a success?  

[5:15] How were the cognitive symptoms measured in the Relieve Study?  

[6:10] What value does Brintellix bring to the patients seen from the perspective of Dr. Mattingly's clinical practices?  

[7:25] Are there any differences in the doses of Vortioxetine being used across 1st, 2nd or 3rd line, across different population in different countries or body sizes?  

[7:25] Comorbidities: How did patients with MDD comorbid with GAD respond in the Relieve Study?  

[9:19] How patients with comorbidities responded in a very similar way to those patients in the study without.  

[10:10] The exclusion criteria of the Relieve Study.  

[11:35] Dr. Mattingly's takes on the exclusion criteria of Relieve Study and how this was actuated in real world settings, as well as in the clinical trials.  

[13:00] Why this Relieve Study is crucial for HCP's and their patients?  

[14:50] Results: Presenteeism in patients improvement from baseline to week 24. 

[15:34] Was there a difference in results in patients that initiating treatment with vortioxetine versus those that switching from another antidepressant present? 

[17:28] Greater improvement has been seen associated with earlier use of Vortioxetine.  

[17:45] Dr. Mattingly talks about the important clinical messages to bear in mind as we come out of the pandemic. 

 

Resources: 

Brintellix Podcast 

With 20% of Brintellix prescribers representing 80% of the volume, this episode of Brilliant Together explores how the buying process can accelerate the low prescriber journey to expand the 20% pool. It is barely possible to change prescribers' deeply entrenched habits that are driving treatment choice, therefore we need to provide that all important 'why' starting Brintellix can create positive experiences for prescribers as well as patients.. Joining Daniel Hansson, Brintellix Global Marketing Director of Lundbeck, is Dr. Gregory Mattingly, MD to share the real-life experiences of patients he has treated throughout his remarkable career and directly correlating this to the steps in the buying process. The goal is to up Brintellix's usage in the treatment algorithm for low prescribers - positioning Brintellix after SSRIs and before SNRIs.     

Key Takeaways:     [1:23] A refresh of Detached Debbie patient type.     [4:04] A breakdown of the buying process and how that correlates to Dr Mattingly's clinical experience.     [4.40] Exploring the evaluation phase and why there's a focus on MDD patients with lower symptoms of anxiety.    [5.55] Understanding why the buying process targets patients that are partial responders to SSRI.     [6.57] Looking at the progress serotonin effect and the power of 'starting' rather than 'switching' to Brintellix.     [8:03] Dr Mattingly's inspiring firsthand experience of positive language using START as opposed to SWITCH when progressing patients onto Brintellix.     [9:00] Dr Mattingly's ethos of prescribing with hope for MDD patients.     [11:03] Understanding what the patients really care about when starting Brintellix based on Dr Mattingly's experience.     [14:33] Looking at the most effective dosage for overall patient functioning across work, social and home life.      [15.53] Dr. Mattingly's shares the inspirational patient stories he's witnessed from prescribing Brintellix until his recovery.    

Resources: 

Brintellix Podcast  

In today's episode, Kasper Christensen and Johan Auning look to the future and answer the key strategic questions for the upcoming year: What do we really want to achieve in 2022? How have things changed in the past year as a result of the pandemic? They'll also cover some of the strategic wins, building on where the existing strategy has really come into its own. With the goal of changing even more lives by getting more patients starting and thriving on Brintellix, Kasper and Johan will take listeners through the Brintellix pyramid, detailing how the four strategic elements will be implemented. With such strong foundations, they truly believe that we can achieve beyond in 2022. 

 

Key Takeaways: 

[1:40] The global impact of Covid-19 on healthcare professionals, their prescription habits and what this means for Brintellix.  

[2:44]  An introduction to the Brintellix strategic pyramid and how it plays into the prescriber journey from high to low prescribers.  

[5:00] Side 1: The Unique Efficacy of Vortioxetine. 

[5:36] Highlighting the main prescription drivers to focus on in 2022 and why they help to paint a fuller picture for Brintellix. 

[6:33] Side 2: How linking Detached Debbie to the latest clinical data already available help convey the data easily to the HCP's.  

[7:07] An interview with Domonique who shares the prescription drivers and symptomology with Detached Debbie.  

[9:50] Side 3: The need to tailor messaging to HCP's to accelerate their journey from low to high prescriber.  

[10:30] Leaning into prescriber habits to adapt messages to HCP needs in accordance to their prescription habits to ensure that we present the clinical data in the best way possible. 

[11:23] Linking the segmentation supported by segment specific flows to Detached Debbie and Data.  

[12:53] A recap of the segments and the segment-approached messaging.  

[13:39] Brintellix as the preferred first choice after the initial SSRI, and before the SNRI's using Detached Debbie. 

[14:14] Focusing on the low prescribing whilst building on high prescribers experience with Brintellix, to accelerate HCP adoption's journey. 

[15:15] First choice for the high prescribers and how providing the new data is important in their progression.  

[16:16] Looking forward to accelerating the journey from moving low to high prescribers to help more patients globally. 

 

Resources: 

Brintellix Podcast 

Research affirms our brains have difficulty retaining many numbers or abstract scientific theories at once. Stories have a remarkable ability to help make everything easier to remember. In this episode of Brilliant Together, we explore the narrative art of storytelling and how it can help to communicate the unique efficacy of Brintellix. By utilizing the Detached Debbie patient profile, we can communicate a customized, compelling, and memorable message for the healthcare professionals we contact.

 

Key Takeaways:

[:53]  Why our brains desire and crave stories.

[2:35] Sherif and Tamer share how they use storytelling as a strategy to introduce Brintellix to health care professionals.

[4:48] A story has three important elements: Problem, Evidence, and Solution and should focus on the character, not Brintellix.

[6:49] Strategies to keep the Brintellix story live and relevant to healthcare providers.

[8:19] Keeping the stories short and compelling makes it easier for the healthcare provider to remember the Brintellix clinical data and benefits.

[9:57] The focus and main theme of the story anchor on the efficacy of Brintellix.

 

Resources:

Brintellix Podcast

Brintellix differs from traditional SSRIs or SSNRIs chemically and functionally. Therefore, dosing guidelines also differ. Increasing the dosage of Brintellix provides MDD patients with additional benefits other medications do not offer. During this episode, we discuss the data, collected from research and clinical trials, that support increasing the dosage of Brintellix from 10 mg to 20 mg for most MDD patients, considerations for patients with comorbidity, and what side effects, if any, patients may experience when taking Brintellix.

Dr. Fagiolini is a Professor of Psychiatry at the University of Siena School of Medicine, Siena, Italy. He currently serves as Chairman, Chief of Medical Services, and Residency Training Director of the Department of Mental Health and Division of Psychiatry.

 

Key Takeaways:

[:49] For MDD patients, discovering the optimal dose of Brintellix means achieving optimal results.

[2:18] Recommendations for increasing the dosage of Brintellix based on Professor Fagiolini's professional experience.

[5:53] Published research and clinical trials that support increasing dosage of Brintellix from 10 mg to 20 mg for an MDD patient.

[12:04] Professor Fagiolini explains how increasing a dose of Brintellix differs from SSRIs and SSNRIs.

[17:46] The dose-dependent efficacy of Brintellix in elderly patients.

[19:33] Professor Fagiolini's recommendations for dosing Brintellix in patients who have comorbidity.

 

Resources:

Brintellix Podcast

Physicians have deeply entrenched habits when treating patients with depression and a choice of more than twenty different treatment options. In late 2019 to early 2020, a three-step, trigger and barrier market research tracking study shows physicians lean into their go-to antidepressants. This podcast episode intends to help sales reps better understand the development and emotional aspects behind physician decision-making and rationale when selecting a treatment option for patients and how changing the physician's treatment habits to include Brintellix can increase their confidence and success rate.

 

Key Takeaways:

[:46] Based on the trigger/barrier research, a physician's prescribing decisions are influenced by these three factors.

[3:09] A more holistic understanding of the Brintellix story allows physicians to increase prescriptions based on how Brintellix aligns with thier needs and motivations.

[5:05] Physicians are likely to become high-prescribers if they are confident Vortioxetine helps patients return to their true selves more quickly.

[5:54] Physicians have deeply entrenched habits in how they treat MDD patients.

[8:14] To help physicians build new treatment habits, barriers must be overcome and rewards should be evident.

[10:43] Sales reps who communicate Brintellix as the confident choice will increase a physician's trust in Brintellix and lead them to prescribe it more often.

 

Resources:

Brintellix Podcast

In the middle of the pandemic, we have experienced agility across all markets. Our global teams have been resilient, creative, and have transformed challenges into opportunities by adopting the digital tools that increased communication between sales teams and doctors and between doctors and patients. During this episode, we discuss how the pandemic affected business operations in the European and ALMA regions, the digital innovations  that helped make 2020 a successful year for Brintellix, and how our continued growth will be achieved in 2021.

 

Key Takeaways:

[1:20] Dierk describes how business operations were affected by the pandemic in the European regions.

[3:20] Søren describes how the pandemic affected business operations in ALMA regions.

[4:20] Digital communication tools transformed the challenges of the pandemic into opportunities for many.

[6:49] Despite the challenges brought about by the pandemic, 2020 ended with great results due to the innovation and resiliency of marketing and sales teams.

[10:27] A summary of how the growth of Brintellix was achieved in 2020 and plans for continued growth in 2021.

 

Resources:

Brintellix Podcast

The year 2020 has been a year far from ordinary.

Join the Global Brintellix Team as they brilliantly together gather with affiliates from around the world.

We take a look back at the year and how we rapidly adapted to the new challenges while continuing growing Lundbeck's number one brand.