Now, the question is, what can a marketer do about seasonal depression?

The seasons have changed. Your mental health outreach has to change too. Right now.

Truth is, winter depression is here, in the community right now. And if you’re going impact it, then the reality is your mental health program has to be modified asap. We know we’re stating the obvious, but the Blues and Depression aren’t like any other service line. There’s a finite amount of time to have real impact that will make a difference in patients’ lives during this.

A time of need in anyone’s life is a time when a new, understanding relationship can be created. 

Winter’s shorter days, darker skies, and colder weather create the perfect storm for a case of winter blues and, for some, real depression. The holidays and the new year can have their own negative impact. Those affected want to reach out — many times they don’t where to turn for the information they need or a healthcare relationship they can trust. You could be it.

What does sadness feel like when it moves to depression? 10 million Americans know.

The numbers are just as overwhelming as the condition. Affecting approximately 10 million Americans. Some of your patients will be more likely to experience it than others. Women are more affected than men, people in their 20s and 30s are the demographic most impacted, and those with preexisting mental illnesses — are at higher risk than those without. Now what?

For marketers, empathy is good, but practical help is even better.

What’s needed most, right now, is real-world advice that helps mitigate the day-to-day burden of depression.

Some actionable possibilities:

• Reach the people you need to reach. The number one rule for reaching your desired audience is to make sure your online materials are aligned with SEO best practices. A paid media campaign never hurts, either.

• Don’t hide in the shadows. Searches for “therapist near me” increased by 300% last year, and a solid Google Business Profile — complete with accurate contact information and current photos — can shine a spotlight on your organization as an established community resource.
• Don’t hide in the shadows. Searches for “therapist near me” increased by 300% last year, and a solid Google Business Profile — complete with accurate contact information and current photos — can shine a spotlight on your organization as an established community resource.
• Create compassion. Although the Winter Blues are a real thing that many people experience at some point, they are different from seasonal depression. When you create materials curated for an audience at a higher risk, keep the tone of your messaging delivering a credible sense of compassion.

One last word about the Winter Blues — we found this optimistic quote from Albert Camus.

“In the depths of winter, I finally learned that there was in me an invincible summer.”

The insights don’t stop there. If you want more ideas on expanding your mental health messaging strategies, we’re ready to share them.