hyperactivity disorder (ADHD) is a group of behaviors. It is also sometimes called
attention deficit disorder (ADD). ADHD is common in children and adults. People
who 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. Children
who have ADHD may be more active or impulsive than what is typical for their
age. These behaviors cause problems in friendships, learning, and behavior.

 Sometimes a diagnosis of ADHD is missed in
childhood altogether, or a child’s symptoms may be attributed to conditions
such as depression or anxiety, which are often present along with ADHD. Even with
treatment in childhood, ADHD can persist into adulthood and continue to cause
difficulty with a person’s ability to concentrate, work efficiently, and
interact socially. About 50 to 60 percent of children with ADHD continue to have symptoms into adulthood.

Market and
Competitor Landscape

Approximately 11% of children 4-17 years
of age (6.4 million) have ever been diagnosed with ADHD, according to parent
report from 2011-12. Approximately 237,000 children aged 2 to 5 years in
the United States had an ADHD diagnosis, according to parent report from

Among children with ADHD, 6 out of 10
children received some type of psychosocial treatment at some point in their lives.


Several different types of
medications are FDA-approved to treat ADHD in children:


·      Stimulants are the best-known and most widely used ADHD
medications. Between 70-80 percent of children with ADHD have fewer ADHD symptoms
when they take these fast-acting medications. Examples include: Adderall,
Concerta, Ritalin.

·      Non-stimulants were approved for treating ADHD in
2003.  Non-stimulants do not work as quickly as stimulants, but they can
last up to 24 hours. Examples include Strattera, Kapvay


Social Media Marketing


Social media is
crucial to the success of any company’s digital marketing strategy. Although the number of
“follows”, “likes” and “shares” is still
important, the credibility of Astude will be distinguished by far more than
just this. Today, social media requires a unique set of skills whereby we will need
to fully understand the needs of our audience. We want to make sure we keep our
patient audience engaged and connected through our online social media pages
and 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 Groups

We want to Work hand in hand with patient
advocacy 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
Being transparent in communications and
business practices
Continuously demonstrating integrity, ethics
and compassion
Working together to positively impact the
healthcare environment 

Our Patient
Advocacy team will act as a voice within our company, helping colleagues better
understand a patient’s unique needs, and ensuring the patient perspective is
always represented. In doing so, our patient advocates will help their
colleagues truly understand the burden of disease – the emotional, financial
and day-to-day challenges that patients, caregivers, and families encounter. 

We will
partner with patient advocacy organizations to support patient communities in several
ways; from disease education, to clinical trial awareness. More than anything,
we will work together to forge opportunities for better care, and to make a
difference in the lives of patients and caregivers.

Current Diagnostic Methods in ADHD & Improvement of
such methods

care providers, such as pediatricians,
psychiatrists, and child psychologists, can diagnose ADHD with the help of standard guidelines from the
American Academy of Pediatrics or the American Psychiatric Association’s
Diagnostic and Statistical Manual (DSM). The diagnosis involves gathering
information from several sources, including schools, caregivers, and parents.
The health care provider will
consider how a child’s behavior compares with that of other children the same
age, and he or she may use standardized rating scales to document these

The proper diagnosis of ADHD
has been problematic for a long time. During the 1960s, when the condition was
known as the “hyperkinetic syndrome,” research psychologists recommended direct
observations of the child in the classroom. A psychologist would sit in the
back 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 clinical
diagnosis. There is no frog test for ADHD. Working with the medical research
team to create several diagnostic scales, positive results on more than two of
these scales will result in an increase in true positive results of ADHD. Thereby
eliminating unnecessary treatment of children who may have been falsely diagnosed.

Product Differentiation

For NeuroPharma, more specifically as a
product manager we need to differentiate our product in the marketplace we will
have to get out into the field, start connecting with patients. Identify the
patients that have been on the market leading competitor drug and find out If
they’ve had any negative outcomes or what the monitoring process is like for
this drug. Increase awareness related to our product that only needs to be
taken once a week. This improves adherence and patient compliance specially
among young children who are most our target population.

We can offer significant rebates to
increase uptake of Astude. The cost of drugs may be a barrier to Astude, but
offering rebates to PBMs may incentivize them to place the drug at a Tier2/3
level.  Working out value based contracts
with managed care and major insurance companies will give our product a well-deserved
positioning in the market and help boost sales and capture much of the ADHD
market share.


Role of Medical Affairs

We will build and expand our national
Commercial and Scientific team in support of newly launched Astude. 
Hiring Medical Science Liaisons with a successful track record who will be
based around the United States. The field-based MSL team will function as ADHD experts
representing NeuroPharma and will establish peer-to-peer relationships with key
opinion leaders (KOLs). MSLs will also provide educational and clinical support
services. They will Provide scientific input and participate on strategic
planning teams and cross-functional Market Access initiatives. Provide educational and technical information answering
unsolicited drug information inquiries. Participate in advisory boards. Engage
in sales training as appropriate. Prepare and deliver fair balanced and
comprehensive responses to clinical and scientific concerns of managed care,
Medicaid and pharmacy directors.

Ethical Issues

In 1971, the United Nations passed a resolution prohibiting
its member nations from advertising psychotropic drugs to the public. More than
40 years later, this resolution has done little to halt pharmaceutical
companies from marketing stimulants as treatments for attention
deficit-hyperactivity disorder. The means by which, and the ethical dilemmas
involved when, pharmaceutical companies market their products.

Alan Schwarz, the author of ADHD Nation, exposed how drug companies have, often
covertly, sponsored educational resources and patient advocacy groups. These
groups face a difficult conflict of interest: by accepting drug company
funding, they can increase their reach to those looking for resources; however,
their neutrality is compromised, particularly when they fail to disclose the
funding source.

A further, and perhaps larger, risk is
that industry-funded “awareness” campaigns often seek to identify previously
overlooked individuals who have ADHD-related symptoms in order to increase the
market for their products. Expanding the market for ADHD may be particularly
profitable because the condition lacks a conclusive diagnostic test. Instead,
ADHD is diagnosed based on the presentation of symptoms, which, in more mild
forms, can be found in many individuals. Though these awareness campaigns may
lead to greater numbers of ADHD-affected individuals receiving treatment for
their condition, the attraction of a larger market may also lead to greater
misdiagnosis of unaffected individuals.

Another way these sponsored advocacy
groups expand awareness is by providing educational resources for teachers on ADHD identification
management and how to spot ADHD
in the classroom. Though there is no published data on the impact of these
sponsored resources, teachers may recommend to parents that they have their
children screened for ADHD, especially children who are disruptive in the

While most experts believe that ADHD actually
affects around 5 percent of children, approximately 11 percent of children in
the U.S. have been diagnosed with the condition. If those experts are correct,
then many American children, as well as more recently, American adults, have
been unnecessarily medicated because of an incorrect ADHD diagnosis.


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