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Reframing ADHD treatment
Challenge
Traditionally, ADHD has been viewed (and often, communicated) as something that can only be medicated. So a competitor product that offered 12 hours of coverage (vs our client’s 2-8 hours) had become a default choice for prescribers.
Outcome
Our strategy behind this Global Award winning campaign positioned the product as only part of ADHD treatment. We communicated to doctors that there is no ‘magic pill’ and kids need to learn how to cope without medication, with the eventual goal of not needing medication at all.
This strategy rewarded the client with an unprecedented turnaround in sales over the competing brand.
BRAND: Ritalin (Ritalin LA)
CLIENT: Novartis
MEDICAL CHANNELS:
Direct Mail, Print, Sales Resources.
CONSUMER CHANNELS:
Parent Education Resources.
Awards: Global Awards - Trophy.
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