We Do Recover

Sensitization is a critical concept in understanding addiction and recovery, referring to the brain’s increased sensitivity or reaction to drugs or addictive behaviors following repeated exposure. This phenomenon is a key aspect in the addiction recovery community, as it can significantly impact the recovery process. Sensitization leads to stronger cravings and a heightened desire to engage in addictive behaviors, making resistance and recovery more challenging.

In substance abuse, the brain undergoes adaptations, becoming more sensitive to the effects of substances or actions, leading to greater cravings and a stronger compulsion to engage in addictive behaviors. This process involves changes in the brain’s neural pathways and chemical systems and can occur with various substances, including drugs like cocaine and alcohol, as well as behaviors like gambling or internet use. Sensitization differs from tolerance; while tolerance is about needing larger amounts of a substance to feel the same effects, sensitization increases the response to smaller amounts.

The incentive sensitization theory of addiction provides a comprehensive understanding of addiction as a state of aberrant motivation. According to this theory, repeated drug use leads to hypersensitivity not just to the drugs but also to stimuli associated with them, such as drug paraphernalia. These drug cues acquire excessive motivational value, becoming powerful triggers for cravings and compulsive behavior. This theory suggests that the critical factor in addiction is the neuroadaptation that sensitizes the attribution of incentive salience to drugs and their cues, explaining the prolonged and difficult nature of recovery from addiction.

Recognising the role of sensitization in addiction is fundamental for developing effective treatment strategies. These strategies may include therapies aimed at reducing cravings, altering neural pathways, and building healthy coping mechanisms to prevent relapse. Understanding sensitization helps both individuals and professionals navigate the complex dynamics of addiction and recovery, providing insights into effective approaches for treatment and long-term sobriety.

    Addiction and Mental Health

    Treatment Services

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    Founded in 2008, WeDoRecover has evolved from an advisory service for addiction treatment into a comprehensive provider of care, following its 2019 merger with Changes Addiction Rehab in Johannesburg. Specializing in connecting patients to top-tier addiction treatment centers in the UK, South Africa, and Thailand, WeDoRecover supports individuals globally, including those from the United Arab Emirates and Europe. Accepting both South African medical aid and international health insurance, the organization facilitates access to high-quality treatment for substance and alcohol use disorders, offering individualized care that addresses the physical, mental, and social needs of patients.

    Our team, led by Gareth Carter, offers empathetic and professional support, guiding you through every step of the treatment process. Whether you're in South Africa or abroad, our acceptance of various insurance plans makes quality care accessible, providing a platform for lasting recovery and a healthier future.

    Inpatient Rehab

    Our rehab care is a good option if you are at risk of experiencing strong withdrawal symptoms when you try stop a substance. This rehab option would also be recommended if you have experienced recurrent relapses or if you have tried a less-intensive treatment without success.


    If you're committed to your sobriety but cannot take a break from your daily duties for an inpatient program. Outpatient rehab treatment might suit you well if you are looking for a less restricted format for addiction treatment or simply need help with mental health.


    Therapy can be good step towards healing and self-discovery. If you need support without disrupting your routine, therapy offers a flexible solution for anyone wishing to enhance their mental well-being or work through personal issues in a supportive, confidential environment.

    Mental Health

    Are you having persistent feelings of being swamped, sad or have sudden surges of anger or intense emotional outbursts? These are warning signs of unresolved trauma mental health. A simple assesment by a mental health expert could provide valuable insights into your recovery.

    Finding the right rehab close to you is simple with WeDoRecover. Our network includes the finest rehab centers, ensuring personalised, quality care for your recovery needs. Let Gareth Carter and our empathetic team help guide you to a center that feels right for you, offering expert care and support. Start your healing today by choosing a rehab that's not just close to you, but also that truly cares about your loved ones recovery.

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