Shire Launches Nationwide Adult ADHD Mobile Awareness Tour

Posted by on November 23rd, 2008 | Comments off

The worldwide adult ADHD market holds a potential for billions of dollars for the pharmaceutical industry. In a brilliant marketing effort guised as a benevolent informational/screening initiative, Shire pharmaceuticals, the makers of Adderall for ADHD, launched a “screening initiative” in Atlanta. Shire’s press release states that they “…expect up to 20,000 adults to self-screen for ADHD in 13 cities” over 90 days.

Shire’s press release further states that:

The screening initiative, launched in Atlanta, GA, is designed to help raise awareness that ADHD is not just a childhood disorder. Research shows it is estimated that up to 65 percent of children with ADHD will continue to exhibit symptoms into adulthood. Adults who think they may have ADHD can take the first step toward recognizing the symptoms of the disorder by answering the 6-question World Health Organization (W.H.O.) adult ADHD screener. The screening initiative, known as the "RoADHD Trip," is housed, transported and anchored by the RoADHD Trip Tractor Trailer which expands into a tented area housing eight self-screening stations.

“Shire developed this mobile screening initiative as a forum to educate the public about ADHD in adults and provide information and resources to individuals about this disorder," said Gerardo Torres, M.D., Vice President and Scientific Lead, of Shire’s ADHD Business Unit. "This program demonstrates Shire’s on-going commitment to providing information for those who may be struggling with the symptoms of ADHD."

In each of the 13 cities, Shire is partnering with the Attention Deficit Disorder Association (ADDA), a leading adult ADHD patient advocacy organization, in an effort to assist up to 20,000 adults to self-screen for this disorder. Volunteers from ADDA will also be on-site to answer questions about ADHD in adults and to provide information about their organization. The W.H.O. adult ADHD screener, a questionnaire that is used to help recognize the symptoms of ADHD, will be available via on-site computers to help facilitate self evaluations. The W.H.O. screener is not designed to provide a diagnosis of ADHD but may provide information to participants regarding the symptoms of ADHD. Participants should discuss any questions they have regarding the W.H.O. screener results and other concerns about ADHD with their physician.

"Seeking information and speaking to qualified health care professionals are critical steps to diagnosis and management of ADHD," further explained Dr. Torres. "This initiative is an important first step to encourage that dialogue between patients and their physicians."

This should leave Shire’s competitors slapping their foreheads saying, “Why didn’t I think of this!”

Aderall & Vyvanse: Shire Pharmaceutical May Be The ADHD Top Earner By 2017

Posted by on November 22nd, 2008 | Comments off

Decision Resources Pharmacor report reveals that the UK’s Shire may be the ADHD top earner by 2017.

Shire currently markets ADHD stimulant medication, Adderall. Adderall’s instant release formula is now available as a generic drug. The report states that Shire´s ADHD drugs will be dominate this market by 2017. The report attributes this, at least in part, to Shire’s launch of Vyvanse´s, a new ADHD drug which has been approved for both children and adults. Vyvanse may lower abuse potential compared with other psycho-stimulants on the market. The Pharmacor report predicts that Vyvanse will generate almost $ 1.2 billion dollars in sales in 2017.

Shire’s ability to take the lead, according to the report, will be because of Shire’s Vyvanse and its patch sold as Daytrana. Additionally, Shire is pursuing a non-stimulant medication called Intuniv that will compete with Lily’s Strattera and secure dominance in the burgeoning international ADHD market projected to be worth $4 billion.

To facilitate continued sales increases and increased market share, all major pharmaceutical companies are marketing heavily in countries that traditionally have not accepted ADHD as a neurobiological disorder or treated it with medication.

Dore Program Fails in Australia

Posted by on November 19th, 2008 | Comments off

The Dore Program was created by businessman Wynford Dore as a drug free treatment for dyslexia. Purportedly, Dore began investigating training methods to find a way to relieve his daughter’s dyslexia.

According to the Dore paradigm, developmental delays in both the cerebrum and cerebellum can cause conditions such as ADHD, dyslexia, Aspergers Syndrome, etc. To alleviate this developmental delay, special exercises were developed to stimulate neural pathways that would lead to normalizing the brain and thus mitigating symptoms of the aforementioned conditions.

The Dore program utilizes many different exercises requiring both balance and coordination. Over the course of a year, practicing twice a day, the Dore student should effectively gain control over the cerebellum and cerebrum and greatly reduce dyslexia, ADHD, etc.

A bit of Australian negative press sent the Dore program into voluntary administration in June closing its 13 clinics across the country. Approximately 85 staff had their contracts terminated. Clients pay about $4,500 for a year-long program.

A spokesperson for Dore Australia said, “We’ve terminated the contracts of employment of some of the head office staff, but for the moment – and this has been the case for the last week – the directors in the United Kingdom and ourselves are looking for an investor or for a party to purchase the business.”

To be candid, I’ve seen the Dore exercises and spoken with Dore trainers. I don’t think that marketing any program as a ‘cure’ for dyslexia, ADHD, Aspergers, etc. is effective. One single program cannot fix all educational woes. However, research has demonstrated that exercise that coordinates the mind and body, e.g. martial arts, dance, etc. can produce effective results for those conditions. It’s likely the Dore program is effective for some conditions and should not be dismissed out of hand.