Using Direct-to-Consumer Marketing Strategies With Obsessive-Compulsive Disorder in the Nonprofit Sector

Three to four million individuals struggle with obsessive–compulsive disorder (OCD) in the United States at any given time. OCD can be a debilitating disorder associated with significant quality–of-life and occupational impairment. First-line treatments for OCD (selective serotonin reuptake inhibitors and exposure and response prevention therapy) have been shown to be effective; yet, many individuals suffering from OCD experience multiple barriers to accessing these treatments. In fact, it can take as many as 17 years from onset of symptoms to effective treatment. Given the need to increase access to and utilization of effective treatments, direct-to-consumer marketing in the context of OCD appears crucial. The International OCD Foundation (formerly the Obsessive Compulsive Foundation) was established as a nonprofit organization with a mission to educate the public and mental health professionals about appropriate practice guidelines, raise awareness of the disorder, and ensure that individuals looking for treatment find the necessary resources. This paper reviews the obstacles those struggling with OCD face in their attempts to alleviate suffering, as well as the direct-to-consumer strategies and tactics used by the International OCD Foundation to improve access to empirically supported, effective treatment.

► We have effective treatments for Obsessive Compulsive Disorder (OCD).
► However, individuals suffering from OCD experience multiple barriers to accessing these effective treatments.
► Barriers include poor of awareness of OCD symptoms, stigma and lack of appropriately trained mental health professionals.
► The IOCDF has attempted to address these barriers through a number of direct-to-consumer (DTC) marketing strategies.
► These DTC strategies include educational programming, awareness campaigns, and improving access to resources.