Sage Therapeutics

For new moms, a way back.

In the first months of caring for a newborn, the difference between exhaustion and something more serious can be hard to distinguish. Women experiencing postpartum depression often describe a lingering sense of not feeling like themselves. This insight inspired Pivot’s campaign for novel therapy ZULRESSO^®. Using the “u” from the product name, we created “get U back.” 

Launched during year one of the pandemic, a central challenge was reaching new moms while the world sheltered in place. We leaned into social media with symptom education and patient stories about the positive impact ZULRESSO had made on them. In its first year, the campaign drove 72% of offline interactions with the patient information center.