7/29/2013. Pleasure Unwoven: An Adventure in Social Marketing. Choice vs. Disease. Kevin McCauley, MD Texas Behavioral Health Insistute July 2013

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1 Pleasure Unwoven: An Adventure in Social Marketing Kevin McCauley, MD Texas Behavioral Health Insistute July 2013 Choice vs. Disease 1

2 PILOTS! HMH-363 Red Lions MCAS Tustin, CA 2

3 U.S. Navy Sober Living House? HIMS Program Dupont RL, McLellan AT, White WL, Merlo LJ, Gold MS. Setting the standard for recovery: physicians health programs. Journal of Substance Abuse Treatment 2009 Mar; 36(2): Things we do for pilots & doctors: Medical Detoxification (adequate stabilization) Team approach w single coordinator Physician (primary care needs, medication) BOAF/Caduceus meetings (peer group) Safe housing Regular testing ( monitoring ) Return to duty (purposeful goals) Subject > Object 3

4 VMFAT-101 Sharpshooters MCAS El Toro, CA 4

5 United States Disciplinary Barracks Fort Leavenworth, Kansas Is Addiction Really a Disease? ASAM Addiction Definition (Aug 2011) A stress-induced (HPA axis), genetically-mediated (polymorphisms, epigenetic mechs.) primary, chronic and relapsing brain disease of reward (nucleus accumbens), memory (hippocampus & amygdala), motivation and related circuitry (ACC, basal forebrain) that alters motivational hierarchies such that addictive behaviors supplant healthy, self-care behaviors 5

6 Addiction is a BRAIN disease Stigma and Understanding The brain s a HARD organ No good TESTS for brain diseases People with brain diseases start out at a disadvantage General Social Survey: 1996 and 2006 Public attitudes toward schizophrenia, MDD and alcohol dep Tested the hope that increase in the general public s understanding of the brain basis of mental illness would decrease stigma Holding a neurobiological conceptualization Endorse treatment by doctors (using medications) Community acceptance Stigma and Understanding General Social Survey: 1996 and 2006 Public attitudes toward schizophrenia, MDD and alcohol dep Tested the hope that increase in the general public s understanding of the brain basis of mental illness would decrease stigma Holding a neurobiological conceptualization increased Endorse treatment by doctors (using medications) Community acceptance Stigma and Understanding General Social Survey: 1996 and 2006 Public attitudes toward schizophrenia, MDD and alcohol dep Tested the hope that increase in the general public s understanding of the brain basis of mental illness would decrease stigma Holding a neurobiological conceptualization increased Endorse treatment by doctors (using medications) increased Community acceptance 6

7 Stigma and Understanding Stigma and Understanding General Social Survey: 1996 and 2006 Public attitudes toward schizophrenia, MDD and alcohol dep Tested the hope that increase in the general public s understanding of the brain basis of mental illness would decrease stigma Holding a neurobiological conceptualization increased Endorse treatment by doctors (using medications) increased Community acceptance DECREASED General Social Survey: 1996 and 2006 Public attitudes toward schizophrenia, MDD and alcohol dep Tested the hope that increase in the general public s understanding of the brain basis of mental illness would decrease stigma Holding a neurobiological conceptualization increased Endorse treatment by doctors (using medications) increased Community acceptance DECREASED Holding a neurobio concept of alcoholism unrelated to stigma (in fact, it was assoc with an increase in community rejection) Same results in Germany, Turkey, Russia and Mongolia The coming battle What do you get if you combine the two Social Marketing the incorporation of commercial marketing concepts & tools in the design of public health programs to influence individuals' behavior to improve their well being and that of society 7

8 Critical Recovery Concepts Disease concept Taking on the Choice Argument Symptoms vs. Personality Powerlessness (Hyper-prioritization of the Drug) Relapse without abstinence Cross-Addiction Denial / Insanity / Hypofrontality Need for Socio-Spiritual Systemic Approach 8

9 Choice vs. Disease 9

10 ASAM Addiction Definition (Aug 2011) A stress-induced (HPA axis), genetically-mediated (polymorphisms, epigenetic mechs.) primary, chronic and relapsing brain disease of reward (nucleus accumbens), memory (hippocampus & amygdala), motivation and related circuitry (ACC, basal forebrain) that alters motivational hierarchies such that addictive behaviors supplant healthy, self-care behaviors Addiction is a disorder of the brain s hedonic system Essentially it s a broken pleasure sense Five Theories of Addiction 5. Pathology of Motivation and Choice (Kalivas, Volkow, Goldstein) 4. Stress and Allostasis (Koob, LeMoal; Anda, Ferletti) 3. Pathology of Learning & Memory (Hyman, Everitt & Robbins) 2. Incentive-sensitization of Reward (Robinson & Berridge) 1. Genetic Vulnerability (Schuckit et al) 10

11 Addiction is a disorder of GENES (vulnerability) Addiction is a disorder of REWARD (hedonic system) 1. GENES (vulnerability) Addiction is a disorder of MEMORY (learning) 2. REWARD (hedonic system) 1. GENES (vulnerability) Addiction is a disorder of STRESS (anti-reward system) 3. MEMORY (learning) 2. REWARD (hedonic system) 1. GENES (vulnerability) Addiction is a disorder of 5. CHOICE (motivation) 4. STRESS (anti-reward system) 3. MEMORY (learning) 2. REWARD (hedonic system) 1. GENES (vulnerability) 11

12 Marcel Proust ( ) Consciousness French novelist Wrote A la recherche du temps perdu (aka In Search of Lost Time) Explored the phenomenon of involuntary memory through the Episode of the Madeline Sensory cues can evoke emotions and memories without conscious effort A layered construct Different levels of brain processing take place in different areas of the brain are assembled into a unified conscious experience Conscious awareness increases with increasing neural complexity In brain disease states, the constructs the brain creates can become unraveled 12

13 Addiction is a disorder of 5. CHOICE (motivation) 4. STRESS (anti-reward system) 3. MEMORY (learning) 2. REWARD (hedonic system) 1. GENES (vulnerability) ASAM Addiction Definition (Aug 2011) A stress-induced (HPA axis), genetically-mediated (polymorphisms, epigenetic mechs.) primary, chronic and relapsing brain disease of reward (nucleus accumbens), memory (hippocampus & amygdala), motivation and related circuitry (ACC, basal forebrain) that alters motivational hierarchies such that addictive behaviors supplant healthy, self-care behaviors Addiction is a disorder of GENES (vulnerability) Genetic Vulnerability Genetic difference determine low responders vs. high responders to the effects of alcohol (low responders more likely to become alcoholics) There are genetic differences striatal DAD2 receptor expression and therefore in how people respond to methylphenidate (Ritalin) injections (some like it, some don t care) implying different vulnerabilities For addicts, drugs really do feel different than they do to non-addicts 13

14 COMT gene & Impulsiveness Polymorphism at VAL-158-MET gene for catechol-o-methytransferase influences impulsive decision-making style Individuals homozygous for more active 158-VAL allele have an increased tendency to choose immediate over delayed rewards Genetic variation that contributes to impulsivity and may increase risk of addiction Strategies to deal with the GENETIC (VULNERABILITY) component of addiction Careful framing (vulnerability > adaptation) Adaptive strategies Risk assessment and stratification for all future medications Pharmacogenomics Robison AJ, Nestler EJ. Transciptional and epigenetic mechanisms of addiction. Nature Neuroscience Reviews, 12: (2011). Addiction is a disorder of REWARD (hedonic system) 1. GENES (vulnerability) James Olds, PhD ( ) Discovery of the reward system in the midbrain Mice will avidly selfadminister electric currents to the Septal Areas They prefer the electrical stimulation over other survival rewards such as food Olds J, Milner P. Positive reinforcement produced by electrical stimulation of septal area and other regions of rat brain. J Comp Physiol Psychol Dec;47(6):

15 The Reward Centers (Circuit) of the Brain Olds and Milner: Mice self-administer electric stimulation to the septal areas of the brain 1.EAT!! 2.KILL!! (defend) 3.SEX!! Olds and Milner: Mice self-administer electric stimulation to the septal areas of the brain NEW #1: DRUG!! 2. EAT!! 3. KILL!! (defend) 4. SEX!! Olds and Milner: Mice self-administer electric stimulation to the septal areas of the brain To the exclusion of all other survival behaviors To the point of death Mice can get addicted to drugs! Mice get addicted to drugs, but Mice don t weigh moral consequences Mice don t consult their Mouse God Mice aren t sociopaths Mice don t have bad parents There are no Mice Gangs 15

16 Midbrain Striatum Associated with vision, hearing, motor control, sleep/wake cycle, arousal, temperature regulation, and reward Tectum Inf & Sup Colliculi Tegmentum Ventral Tegmental Area PAG, Red Nucleus, RF, SN Cerebral Peduncles Planning & modulating movement pathways Activated by aversive and rewarding stimuli, novel and intense stimuli, and cues for such stimuli Dorsal Striatum Caudate Putamen Ventral Striatum Nucleus accumbens 16

17 Addiction Neurochemical #1: Dopamine All drugs of abuse and potential compulsive behaviors release Dopamine Dopamine is the first chemical in the cascade of chemicals that generate a rewarding experience DA is the chemical of salience (survival importance) DA is more about wanting than liking DA is more about expectation than consummation DA signals reward prediction error - it tells the brain when something is better than expected DA NAc neurons do more than encode receipt of reward Expectancy of reward Amount of reward Delay of reward Errors in reward prediction Motivation for drug seeking Contribute to synaptic neuroplasticity that underlies the acquisition of addictive behaviors Gardner EL. Addiction and brain reward and antireward pathways. In: Clark, MR. Treisman GJ (eds): Chronic pain and addiction. Adv Psychosom Med. 30:22-60 (2011). 17

18 The Full Spectrum of Addiction Alcohol & Sedative/Hypnotics Opiates/Opioids Cocaine Amphetamines Entactogens (MDMA) Entheogens/Hallucinogens Dissociants (PCP, Ketamine) Cannabinoids Inhalants Nicotine Caffeine Anabolic-Androgenic Steroids Food (Bulimia & Binge Eating) Sex Relationships Other People ( Codependency, Control) Gambling Cults Performance ( Work-aholism ) Collection/Accumulation ( Shop-aholism ) Rage/Violence Media/Entertainment Drugs cause Dopamine Surges in the midbrain reward system Olds and Milner: Mice self-administer electric stimulation to the septal areas of the brain NEW #1: DRUG!! 2. EAT!! 3. KILL!! (defend) 4. SEX!! 18

19 A line is crossed NON-ADDICT > ADDICT -- (non-user) (experimenter) (user) (abuser) DRUG = SURVIVAL DSM-IV Criteria for Substance Dependence (I M A TOWN DRUNK) INABILITY (to cut down) MORE DRUG USED (than intended) A LOT OF TIME (spent obtaining, using & recovering from using the drug) TOLERANCE OLD ACTIVITIES, FRIENDS & FAMILY MEMBERS (given up in favor of the drug) WITHDRAWAL NEGATIVE CONSEQUENCES (have no effect on the pattern of drug use) DRUG = DRUG A spectrum of diagnosis NON-ADDICT (non-user) (experimenter) (user) > ABUSER -----> ADDICT (heavy user) (abuser) DRUG = DRUG DRUG = VITAL DRUG = SURVIVAL DSM-5 Criteria for Substance Use Disorder FLIP A SWITCH ( 2 or more in the last year ) FAILURE TO FULFILL (major work, school, & home obligations due to drug use) LARGER AMOUNTS (of drug used over) LONGER PERIODS (than intended) INABILITY (to cut down or control drug use) PHYSICAL & PSYCHOLOGICAL PROBLEMS (due to drug does not curtail use) A LOT OF TIME (spent obtaining, using & recovering from drug use) SOCIAL & INTERPERSONAL PROBLEMS (due to drug does not curtail use) WITHDRAWAL IMPORTANT ACTIVITIES (are given up in favor of the drug) TOLERANCE CRAVING HAZARDOUS (situations occur involving drug use) Addiction is a disorder of MEMORY (learning) 2. REWARD (hedonic system) 1. GENES (vulnerability) 19

20 The Memory System Hippocampus Amygdala Addiction Neurochemical #2: Glutamate The most abundant neurochemical in the brain Critical in memory formation & consolidation All drugs of abuse and many addicting behaviors effect Glutamate which preserves drug memories and creates drug cues And glutamate is the neurochemical of motivation (it initiates drug seeking) DOPAMINE (DA) GLUTAMATE (Glu) All drugs of abuse and potential compulsive behaviors INCREASE DA Reward salience this is important! I really want this! Rostral (toward the nose) projections: PFC < NA < VTA All drugs of abuse and potential compulsive behaviors EFFECT Glu Drug memories & seeking OK, I ll remember Fine, go and get it Caudal (toward the tail) projections: PFC > NA DOPAMINE (DA) GLUTAMATE (Glu) All drugs of abuse and potential compulsive behaviors INCREASE DA Reward salience this is important! I really want this! Rostral (toward the nose) projections: PFC < NA < VTA All drugs of abuse and potential compulsive behaviors EFFECT Glu Drug memories & seeking OK, I ll remember Fine, go and get it Caudal (toward the tail) projections: PFC > NA 20

21 DOPAMINE (DA) GLUTAMATE (Glu) All drugs of abuse and potential compulsive behaviors INCREASE DA Reward salience this is important! I really want this! Rostral (toward the nose) projections: PFC < NA < VTA All drugs of abuse and potential compulsive behaviors EFFECT Glu Drug memories & seeking OK, I ll remember Fine, go and get it Caudal (toward the tail) projections: PFC > NA DOPAMINE (DA) GLUTAMATE (Glu) All drugs of abuse and potential compulsive behaviors INCREASE DA Reward salience this is important! I really want this! Rostral (toward the nose) projections: PFC < NA < VTA All drugs of abuse and potential compulsive behaviors EFFECT Glu Drug memories & seeking OK, I ll remember Fine, go and get it Caudal (toward the tail) projections: PFC > NA DOPAMINE (DA) GLUTAMATE (Glu) All drugs of abuse and potential compulsive behaviors INCREASE DA Reward salience this is important! I really want this! Rostral (toward the nose) projections: PFC < NA < VTA All drugs of abuse and potential compulsive behaviors EFFECT Glu Drug memories & seeking OK, I ll remember Fine, go and get it Caudal (toward the tail) projections: PFC > NA The hypofrontal/craving brain state represents and imbalance between 2 brain drives Amygdalar-Cortical Circuit GO! Impulsive Non-reflective Poorly conceived Socially inappropriate THERE S TOO MUCH OF THIS Cortico-Striatal Circuit STOP! Organized, Attentive Sensitive to consequences Well-planned Socially appropriate THERE S TOO LITTLE OF THIS Addiction is a disorder of STRESS (anti-reward system) 3. MEMORY (learning) 2. REWARD (hedonic system) 1. GENES (vulnerability) Hypothalamic-Pituitary-Adrenal (HPA) Axis Hypothalamus releases Corticotropin-Releasing Factor (CRF) CRF goes to Pituitary Gland to release ACTH (and ß-endorphin) Cortisol goes to Adrenal Glands to release Glucocorticoids and Cortisol Glucocorticoids and Cortisol mobilize the stress system Glucocorticoids feed-back to Hypothalamus to slow the release of CRF 21

22 Addiction: the manipulation of a DA-releasing chemical or behavior to cope with stress NEW #1: DRUG!! 2. EAT!! 3. KILL!! (defend) 4. SEX!! 1.Hyperprioritization (Drug = Survival) 2.Utility (Drug = Stress Coping) Social Defeat Stress Dominant and Submissive monkeys (ie. monkeys exposed to social defeat) have differences in DAD2 receptors If offered cocaine, dominant monkeys are less likely to acquire regular self-administration But submissive monkeys acquire cocaine selfadministration rapidly and cocaine reinstatement occurs quickly in submissive monkeys if exposed to social defeat stress (they relapse immediately - even in the absence of physical stress) SDS is an example of loss of agency dys-stress Question: Is socially dominating treatment inviting relapse? Craving / Drug Seeking Now that the midbrain has found what secures survival how does it motivate the individual to repeat that behavior? Not quite as conscious as deliberative acts More automatic - like driving a car home from work without really thinking about it I was vaguely aware that what I was doing was not too smart There I was again with a drink in my hand thinking that this time things would be different 22

23 Addiction is a disorder of 5. CHOICE (motivation) 4. STRESS (anti-reward system) 3. MEMORY (learning) 2. REWARD (hedonic system) 1. GENES (vulnerability) damage to Orbitofrontal Cortex (OFC) Causes a loss of a crucial behavioral guidance system Responses are impulsive and inappropriate Deficits of self-regulation Inability to properly assign value to rewards (such as money vs. drugs) Tendency to choose small & immediate rewards over larger but delayed rewards damage to Anterior Cingulate Cortex (ACC) Just as with OFC damage: causes a loss of a crucial behavioral guidance system Inflexibility/Inability to respond to errors in the past with regard to rewards/punishments Deficits in social responding due to decreased awareness of social cues damage to Prefrontal Cortex (PFC) Failure of Executive Functioning Premature, unduly risky, poorly conceived actions Emotional crises Emotions inappropriate to the situation Lack of emotional expression (alexithymia) Sensation seeking Deficits in attention, lack of perseverance Insensitivity to consequences 23

24 Addiction is a disorder of 6. MEANING (spirituality?) 5. CHOICE (motivation) 4. STRESS (anti-reward system) 3. MEMORY (learning) 2. REWARD (hedonic system) 1. GENES (vulnerability) AA: using NON - Rational Concepts TRIBE ( the fellowship of alcoholics ) MYTH (Bill s Story, etc.) RITUAL ( what it was like, what happened, and ) FAITH ( Keep coming back, it works ) HOPE (The Promises) ACCEPTANCE ( the answer to all my problems ) Questions? Please contact: Kevin McCauley, M.D. The Institute for Addiction Study Salt Lake City, Utah (435) kevintmccauley@hotmail.com Please also see: (copyright2013kevintmccauley,notforresale,allrightsreserved) 24