Pan-European launch concepts for Intuniv, a new ADHD medication developed for children and teenagers. The concepts were widely tested and received very positive reactions in focus groups of GPs and HCPs across Europe.
This was about the mundanities of everyday life, which can seem tedious at times. But for the parents of a child with ADHD a humdrum, uneventful life is what they dream of.
Another element of the brief was to devise a stand-out piece of DM, targeting GPs at back-to-school time, which young ADHD patients find particularly stressful after the long summer break and settled routine.
The launch was a great success, as was the medication and it is now widely prescribed.