Biogen's Zurzuvae Strategy Shifts Focus to OB/GYNs in Postpartum Depression Treatment

Biogen's postpartum depression (PPD) drug Zurzuvae has seen a significant shift in its marketing strategy, with obstetricians and gynecologists (OB/GYNs) emerging as the primary prescribers nearly two years after its approval. This development highlights the complex nature of PPD treatment and the importance of early intervention in maternal mental health care.

OB/GYNs Take the Lead in PPD Treatment

Initially targeting psychiatrists, Biogen quickly realized that OB/GYNs were at the forefront of PPD diagnosis and treatment. In the first quarter of 2025, 80% of Zurzuvae prescriptions came from OB/GYNs, according to Biogen CEO Chris Viehbacher. This shift has prompted the company to refocus its educational efforts on these specialists, who are often the first to identify PPD symptoms in new mothers.

Lawrence Wai, head of Biogen's U.S. neuropsychiatry franchise, emphasized the critical role of OB/GYNs, stating, "Whether you're an OB/GYN, women's health or primary care, you are responsible for treating it, not to point a finger at someone else." This approach acknowledges the multidisciplinary nature of PPD care and the need for immediate action upon diagnosis.

Zurzuvae's Market Performance and Patient Impact

Biogen reported $28 million in Zurzuvae sales for the first quarter of 2025, with 10,000 women treated since its launch in August 2023. The majority of these treatments were first-line therapy for PPD, indicating growing acceptance of the drug among healthcare providers.

Zurzuvae's rapid onset of action has been a key selling point, with patients reportedly experiencing relief from depressive symptoms within three days. This quick response time, coupled with the drug's 14-day treatment regimen, has garnered interest from busy OB/GYN practices looking for efficient PPD management options.

Addressing Stigma and Improving Diagnosis

Despite progress in PPD treatment, stigma remains a significant barrier to diagnosis and care. Wai noted that many patients "suffer in silence or [are] hiding in plain sight," emphasizing the need for healthcare providers to be attuned to subtle cues from patients who may be reluctant to discuss their mental health openly.

Biogen is focusing its efforts on the critical "fourth trimester" period immediately following childbirth, when women are most likely to be in contact with their OB/GYNs. The company's data suggests that PPD diagnoses occurring outside this window are less likely to be identified and treated, underscoring the importance of timely intervention.

As Zurzuvae continues to gain traction in the market, Biogen hopes to foster a "virtuous cycle" where positive patient outcomes encourage greater attention to PPD, a condition that has long been underdiagnosed and undertreated. With this strategic shift, the company aims to improve access to care and ultimately make a significant impact on maternal mental health.