# Direct to consumer marketing to engage Veterans in evidence-based psychotherapies for PTSD

> **NIH VA I01** · MICHAEL E DEBAKEY VA MEDICAL CENTER · 2024 · —

## Abstract

Evidence-based psychotherapies (EBP) are the most effective treatments for posttraumatic stress
disorder (PTSD; APA, 2017; VA/DoD, 2017) and yet remain significantly underutilized (Hundt et al., 2017;
Kehle-Forbes et al., 2016). Patient level barriers to EBP use including patient knowledge about EBPs, stigma,
and concerns about treatment effectiveness or treatment demands (e.g., Hundt et al., 2015). Interventions that
increase the rate of EBP initiation in Veterans with PTSD can substantially improve symptom burden,
functioning, and quality of life (APA, 2017). Direct to consumer (DTC) marketing strategies, in which a service
or product is advertised directly to the end user rather than a health care provider, are frequently used and
highly effective at driving demand for psychotropic medications (e.g., Avery et al., 2012; Woloshin et al., 2001).
DTC marketing may be particularly effective for EBPs because advertisements can directly target some of the
primary barriers to EBP use.
 However, the limited existing studies on DTC marketing for mental health have focused on patient-
reported intentions to engage in treatment, rather than actual therapy-seeking behaviors (e.g., Brecht et al.,
2017; Gallo et al., 2013). Second, no studies have systematically compared different DTC marketing
messages. This is an important omission because not all message types work for all products and for all
consumers (Belch & Belch, 2017; Ogivy, 1985). Third, most prior studies of DTC advertising for psychotherapy
have presented their messaging to the general population, rather than selecting for participants who need
psychotherapy, which limits the applicability of their conclusions to target populations, and no studies have
specifically focused on Veterans or those with PTSD.
 Guided by the Theory of Planned Behavior (TPB; Ajzen, 1991) and Veteran and provider stakeholder
feedback, the current study proposes to develop and test different versions of DTC advertising messages
aimed at increasing engagement in EBPs for PTSD. Although VA has invested considerable resources in
advertising campaigns for mental health, PTSD education and outreach materials, no research has examined
which strategies would be most effective at increasing Veteran initiation of psychotherapy. Having this
information would help VA focus its limited financial resources on the most effective DTC advertising strategies
and messages, which has the potential to engage more Veterans in the most effective treatments and reduce
the burden of untreated PTSD (e.g., Zatzick et al., 1997; 2008; Kessler, 2000). This proposal aligns with the
2019 VA priorities emphasizing research on high priority mental health conditions, such as PTSD, and
increasing return on investment in EBP training and increasing efficiency by facilitating uptake of the most
effective treatments for PTSD.
 In pilot work, Veterans, family members, providers, and Veterans’ Service Organization members
provided feedback on which DTC adver...

## Key facts

- **NIH application ID:** 10707108
- **Project number:** 5I01HX003475-02
- **Recipient organization:** MICHAEL E DEBAKEY VA MEDICAL CENTER
- **Principal Investigator:** NATALIE E HUNDT
- **Activity code:** I01 (R01, R21, SBIR, etc.)
- **Funding institute:** VA
- **Fiscal year:** 2024
- **Award amount:** —
- **Award type:** 5
- **Project period:** 2022-10-01 → 2026-09-30

## Primary source

NIH RePORTER: https://reporter.nih.gov/project-details/10707108

## Citation

> US National Institutes of Health, RePORTER application 10707108, Direct to consumer marketing to engage Veterans in evidence-based psychotherapies for PTSD (5I01HX003475-02). Retrieved via AI Analytics 2026-05-24 from https://api.ai-analytics.org/grant/nih/10707108. Licensed CC0.

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