a lot of people who identify themselves with depression, feel some kind of craving for the feeling, and it's hard for them to let go of that
From my personal experience, as well as experience with many depressed people, in a LOT of cases THIS IS ABSOLUTELY TRUE, but unfortunately, this perspective doesn't get talked too much about.
Admitting one's own helplessness is a huge relief for depressed and stressed out people, but it's the wrong way of going about it because it doesn't allow you to 'move on' and end the cycle of mourning over something. Depressed people, as well as addicts, will often mask this saying they just admit that they have a problem and are 'working on it'. Be wary of such claims, it's often that they admit that they just can't be helped.
I can't say anything about meditation as I've never attempted it, and honestly, I can hardly sit still for 3 minutes, let alone meditate for 10. But I absolutely agree, again from various experience, that pills only help temporarily and often enough they don't help at all. Some people claim pills even added to the damage.
Taking responsibility instead of accepting helplessness is what I believe to be the solution for many depressed people. Now, whether it comes through meditation, self-observation, psychoanalysis or drill Sgt. yelling at them, that's just a method of transport.
OP, of course, professional help should be sought out but, if you really care about this guy, DON'T let him stop after going to 1 place. Many people will try out 1 professional and say that it's not working. In reality, I've seen cases where people click with like their 6th counselor after many failed attempts.