GSK/Paxil Managed Care Initiative

Expanding the concept of SSRI therapy was all about having the right MIND S.E.T.

GSK had a huge advantage in Paxil having been granted approval for treating depression, panic disorder, and OCD. The challenge was that in order to have the greatest patient impact, they needed to make it easy for GPs and nurses to identify, diagnose, and treat not just one, but all three conditions. GSK took a chance on a fledging startup agency in suburban Philly and hired us to execute a managed care program designed to achieve this objective. Dubbed MIND S.E.T., for "Screening, Evaluating, and Treating" patients with depression, panic disorder, and OCD, we created an integrated training program for physicians, PAs, and nurses so that everyone who came in contact with appropriate patients would be equipped to play a part. The program was piloted in the Pacific Northwest, in partnerships with several key managed care organizations. After six months, GSK saw Paxil share rise by an average of six percent in participating clinics, which was extremely impressive considering the heavy competition in the SSRI segment. As a result, GSK rolled out the program to other regions and it continued to help generate sales gains and increases in the appropriate identification and treatment of patients.