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ADHD Market Hurt By Safety Concerns, Lilly Says

This article was originally published in The Pink Sheet Daily

Executive Summary

Strattera marketer says that label change and withdrawal of Shire's Adderall XR in Canada has slowed the growth of the attention deficit/hyperactivity disorder market. Lilly will focus on consumers with new DTC ad designed to encourage adult patients to seek treatment.

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Game Over: Lilly’s “Videogame” Ad For Strattera Confuses Message, FDA Says

The fast-paced presentation of various scenes through a videogame screen, plus the running score, scrolling text and “eerie sound effects,” confuse the presentation of the attention deficit disorder indication and minimize risk information, FDA’s ad division says.

Game Over: Lilly’s “Videogame” Ad For Strattera Confuses Message, FDA Says

The fast-paced presentation of various scenes through a videogame screen, plus the running score, scrolling text and “eerie sound effects,” confuse the presentation of the attention deficit disorder indication and minimize risk information, FDA’s ad division says.

Adderall XR Sales Rebounding, Shire Says

Sales of Shire's attention deficit/hyperactivity disorder agent Adderall XR (extended-release amphetamine) are rebounding after negative publicity that followed Health Canada's suspension of the product

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