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Major depressive disorder (MDD) is a condition that impacts millions of adults across the U.S., typically requiring a combination of antidepressant medication and psychotherapy to alleviate symptoms. While traditional treatment approaches are often effective, many patients are left with only a partial response to treatment, leaving a gap for new options that capitalize on proven-effective treatment strategies. In 2024, Otsuka Pharmaceutical tasked Coyne PR with preparing for and announcing the FDA’s clearance of Rejoyn™ - the first prescription digital therapeutic (PDT) authorized for the treatment of MDD symptoms as an adjunct to clinician-managed outpatient care for adults age 22 years and older who are on antidepressant medication.

Unlike other wellness apps, Rejoyn is a medical device prescribed by a healthcare professional, offering a novel approach to the treatment of depression symptoms through clinically-validated cognitive emotional brain training exercises developed by a team of psychologists, psychiatrists, and neuroscientists. After months of careful scenario planning, Coyne ushered Rejoyn into the national spotlight. Led by a nationally distributed press release announcement and widespread outreach to relevant top-tier consumer news, health, and trade media, the team (together with Otsuka) generated a groundswell of earned media coverage. Within the first week post-clearance, PR efforts garnered 245 earned media placements and 1.6+ billion impressions for Rejoyn and Otsuka, with highlights including online and broadcast interviews and/or placements with CNN, The New York Times, NPR, VeryWell Health, and more.