Biogen's Zurzuvae Strategy Evolves as OB/GYNs Take Center Stage in Postpartum Depression Treatment

Biogen's postpartum depression (PPD) drug Zurzuvae is approaching its two-year milestone since approval, with the company reporting significant shifts in its marketing strategy and prescribing patterns. Initially targeting psychiatrists, Biogen has now pivoted to focus on obstetricians and gynecologists (OB/GYNs) as the primary prescribers for this groundbreaking treatment.

OB/GYNs Emerge as Key Prescribers

Nearly two years after Zurzuvae's approval in August 2023, Biogen has discovered that OB/GYNs, rather than psychiatrists, are at the forefront of PPD diagnosis and treatment. In the first quarter of 2025, 80% of Zurzuvae prescriptions came from OB/GYNs, prompting a strategic shift in Biogen's marketing approach.

Lawrence Wai, head of Biogen's U.S. neuropsychiatry franchise, explained, "If anyone were to talk about postpartum depression, you think psychiatry, and you think mental health. But the truth is, PPD treatment is an 'all of the above' type of disorder."

Market Performance and Patient Impact

Biogen reported $28 million in Zurzuvae sales for the first quarter of 2025, with 10,000 women treated since launch. CEO Chris Viehbacher noted that the majority of these treatments were first-line therapy for PPD. The company has observed a 20% increase in the number of physicians prescribing Zurzuvae during this period.

Viehbacher highlighted a "virtuous cycle" emerging, where positive patient responses are encouraging greater attention to PPD, a condition he described as "sadly neglected for so many women." The drug's rapid onset of action, with some patients reporting relief within three days, has contributed to its growing adoption.

Challenges and Opportunities in PPD Treatment

Despite progress, Biogen's data reveals ongoing challenges in PPD diagnosis and treatment, particularly outside the typical "fourth trimester" period following birth. Wai noted, "Once the patient walks out of the OB/GYN office, who knows what's going to happen."

The company is now focusing its efforts on the critical fourth trimester, recognizing the fragmented nature of care after this period. Biogen is also addressing the stigma surrounding PPD, which can lead to patients "suffering in silence" or "hiding in plain sight."

As Zurzuvae continues to gain traction, Biogen remains committed to educating healthcare providers and raising awareness about PPD. The company's evolving strategy reflects the complex landscape of maternal mental health and the critical role of OB/GYNs in addressing this significant medical need.