Platinum Advertisement Magazine July/August 2017 Vol 31 | Page 39

Medication and CBT are equally effective in reducing anxiety/depression. But CBT is better at preventing relapse, and it creates greater patient satisfaction. "It's more empowering," says Yapko. "Patients like feeling responsible for their own success." Further, new data suggests that the active coping CBT encourages creates new brain circuits that circumvent the dysfunctional response pathways.

Treatment averages 12 to 15 weeks, and patients can expect to see significant improvement by six weeks. "CBT doesn't involve years and years of talk therapy," says Ross. "There's homework, practice and development of lifestyle changes. Once patients learn how to identify the trigger thoughts or feelings, or events or people, they need to keep doing that. CBT gives people the tools they need."