Attention-deficithyperactivity disorder (ADHD) is a group of behaviors. It is also sometimes calledattention deficit disorder (ADD). ADHD is common in children and adults.

Peoplewho have ADHD have trouble paying attention in school, at home, or at work.Even when they try to concentrate, they find it hard to pay attention. Childrenwho have ADHD may be more active or impulsive than what is typical for theirage. These behaviors cause problems in friendships, learning, and behavior.  Sometimes a diagnosis of ADHD is missed inchildhood altogether, or a child’s symptoms may be attributed to conditionssuch as depression or anxiety, which are often present along with ADHD. Even withtreatment in childhood, ADHD can persist into adulthood and continue to causedifficulty with a person’s ability to concentrate, work efficiently, andinteract socially.

About 50 to 60 percent of children with ADHD continue to have symptoms into adulthood. Market andCompetitor LandscapeApproximately 11% of children 4-17 yearsof age (6.4 million) have ever been diagnosed with ADHD, according to parentreport from 2011-12. Approximately 237,000 children aged 2 to 5 years inthe United States had an ADHD diagnosis, according to parent report from2011-12.

Among children with ADHD, 6 out of 10children received some type of psychosocial treatment at some point in their lives. Several different types ofmedications are FDA-approved to treat ADHD in children: ·      Stimulants are the best-known and most widely used ADHDmedications. Between 70-80 percent of children with ADHD have fewer ADHD symptomswhen they take these fast-acting medications. Examples include: Adderall,Concerta, Ritalin.·      Non-stimulants were approved for treating ADHD in2003.  Non-stimulants do not work as quickly as stimulants, but they canlast up to 24 hours. Examples include Strattera, Kapvay Social Media Marketing  Social media iscrucial to the success of any company’s digital marketing strategy. Although the number of”follows”, “likes” and “shares” is stillimportant, the credibility of Astude will be distinguished by far more thanjust this.

Today, social media requires a unique set of skills whereby we will needto fully understand the needs of our audience. We want to make sure we keep ourpatient audience engaged and connected through our online social media pagesand making sure our brand product page is interactive by: Asking our audience questions. Keeping an open dialogue about their disease state and support groups. Sharing competitive information rather than just information about our product.

Patient Advocacy GroupsWe want to Work hand in hand with patientadvocacy organizations to focus our efforts on the following imperatives:  Making a difference and bringing value to patients and patient organizations Fostering and sustaining relationships with patient advocacy organizations  Championing the patient voice within our company Being transparent in communications and business practices Continuously demonstrating integrity, ethics and compassion Working together to positively impact the healthcare environment Our PatientAdvocacy team will act as a voice within our company, helping colleagues betterunderstand a patient’s unique needs, and ensuring the patient perspective isalways represented. In doing so, our patient advocates will help theircolleagues truly understand the burden of disease – the emotional, financialand day-to-day challenges that patients, caregivers, and families encounter. We willpartner with patient advocacy organizations to support patient communities in severalways; from disease education, to clinical trial awareness. More than anything,we will work together to forge opportunities for better care, and to make adifference in the lives of patients and caregivers.Current Diagnostic Methods in ADHD & Improvement ofsuch methodsHealthcare providers, such as pediatricians,psychiatrists, and child psychologists, can diagnose ADHD with the help of standard guidelines from theAmerican Academy of Pediatrics or the American Psychiatric Association’sDiagnostic and Statistical Manual (DSM). The diagnosis involves gatheringinformation from several sources, including schools, caregivers, and parents.The health care provider willconsider how a child’s behavior compares with that of other children the sameage, and he or she may use standardized rating scales to document thesebehaviors.The proper diagnosis of ADHDhas been problematic for a long time.

During the 1960s, when the condition wasknown as the “hyperkinetic syndrome,” research psychologists recommended directobservations of the child in the classroom. A psychologist would sit in theback row of the child’s class, trying to be unobtrusive, and count instances of”out of seat behavior” or “blurting out answers” during a set period. ADHD remains a clinicaldiagnosis.

There is no frog test for ADHD. Working with the medical researchteam to create several diagnostic scales, positive results on more than two ofthese scales will result in an increase in true positive results of ADHD. Therebyeliminating unnecessary treatment of children who may have been falsely diagnosed.Product Differentiation For NeuroPharma, more specifically as aproduct manager we need to differentiate our product in the marketplace we willhave to get out into the field, start connecting with patients.

Identify thepatients that have been on the market leading competitor drug and find out Ifthey’ve had any negative outcomes or what the monitoring process is like forthis drug. Increase awareness related to our product that only needs to betaken once a week. This improves adherence and patient compliance speciallyamong young children who are most our target population.We can offer significant rebates toincrease uptake of Astude. The cost of drugs may be a barrier to Astude, butoffering rebates to PBMs may incentivize them to place the drug at a Tier2/3level.  Working out value based contractswith managed care and major insurance companies will give our product a well-deservedpositioning in the market and help boost sales and capture much of the ADHDmarket share. Role of Medical AffairsWe will build and expand our nationalCommercial and Scientific team in support of newly launched Astude.

 Hiring Medical Science Liaisons with a successful track record who will bebased around the United States. The field-based MSL team will function as ADHD expertsrepresenting NeuroPharma and will establish peer-to-peer relationships with keyopinion leaders (KOLs). MSLs will also provide educational and clinical supportservices. They will Provide scientific input and participate on strategicplanning teams and cross-functional Market Access initiatives.

Provide educational and technical information answeringunsolicited drug information inquiries. Participate in advisory boards. Engagein sales training as appropriate. Prepare and deliver fair balanced andcomprehensive responses to clinical and scientific concerns of managed care,Medicaid and pharmacy directors.Ethical IssuesIn 1971, the United Nations passed a resolution prohibitingits member nations from advertising psychotropic drugs to the public.

More than40 years later, this resolution has done little to halt pharmaceuticalcompanies from marketing stimulants as treatments for attentiondeficit-hyperactivity disorder. The means by which, and the ethical dilemmasinvolved when, pharmaceutical companies market their products.Alan Schwarz, the author of ADHD Nation, exposed how drug companies have, oftencovertly, sponsored educational resources and patient advocacy groups. Thesegroups face a difficult conflict of interest: by accepting drug companyfunding, they can increase their reach to those looking for resources; however,their neutrality is compromised, particularly when they fail to disclose thefunding source.

A further, and perhaps larger, risk isthat industry-funded “awareness” campaigns often seek to identify previouslyoverlooked individuals who have ADHD-related symptoms in order to increase themarket for their products. Expanding the market for ADHD may be particularlyprofitable because the condition lacks a conclusive diagnostic test. Instead,ADHD is diagnosed based on the presentation of symptoms, which, in more mildforms, can be found in many individuals.

Though these awareness campaigns maylead to greater numbers of ADHD-affected individuals receiving treatment fortheir condition, the attraction of a larger market may also lead to greatermisdiagnosis of unaffected individuals.Another way these sponsored advocacygroups expand awareness is by providing educational resources for teachers on ADHD identificationmanagement and how to spot ADHDin the classroom. Though there is no published data on the impact of thesesponsored resources, teachers may recommend to parents that they have theirchildren screened for ADHD, especially children who are disruptive in theclassroom.While most experts believe that ADHD actuallyaffects around 5 percent of children, approximately 11 percent of children inthe U.S. have been diagnosed with the condition.

If those experts are correct,then many American children, as well as more recently, American adults, havebeen unnecessarily medicated because of an incorrect ADHD diagnosis.


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