‘Augmented reflection’ brings GAD to life
pharmafile | December 13, 2012 | News story | Medical Communications | GAD, Pfizer, You Tube
Pfizer has worked with patient group Anxiety UK to create a new ‘enhanced reflection’ video to raise awareness of Generalised Anxiety Disorder (GAD).
The video (shown above) uses augmented reflection technology to convey the emotional and mental turmoil experienced by people with Generalised Anxiety Disorder (GAD).
Some estimated put the number of sufferers at one in 20 adults in the UK. Despite its prevalence, two-thirds of patients remain undiagnosed which may lead to delayed treatment.
Based on insights from people with GAD, the short video conveys the reality of living with excessive anxiety and worry that is difficult to control leading to symptoms like restlessness, fatigue, irritability, muscle tension and sleep disturbance.
Pfizer’s interest in the field centres on its drug Lyrica, which has been licensed to treat GAD since 2006.
Low levels of GAD diagnosis in the UK may be due to several factors:
• Patients not telling their GP about their symptoms
• Patients’ ability to describe their symptoms:
• Only 13% of people with GAD present with anxiety as the primary complaint, whereas 35% present with pain and 32% with sleep disturbance
• The presence of co-morbidities:
• One in six (15%) patients with depression also has GAD.
As a result, people with GAD typically have their symptoms for five to ten years before appropriate diagnosis and treatment.
Dr Sarah Jarvis, GP comments: “Mental health conditions such as depression are more easily recognised and diagnosed by GPs compared to Generalised Anxiety Disorder. But given that the number of people with anxiety disorders is projected to rise by 12.7% to 2.56 million by 2026, now is the time for action.”
“Raising awareness is vital to get people talking about – and subsequently dealing with – Generalised Anxiety Disorder,” says David Baldwin, Professor of Psychiatry in the Faculty of Medicine at the University of Southampton, and a Medical Patron of Anxiety UK. “Let’s Talk about GAD is a bold campaign that uses innovative technology to demonstrate the experience of living with this debilitating condition.”
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