Creative Agency of Record: The Kaplan Thaler Group
Vyvanse was a follow-up brand to the hugely successful market leader in ADHD. We needed to find a unique problem that Vyvanse could solve.
PATHWAY
Combing through the Phase IIIb clinical package, we identified a claim that demonstrated that Vyvanse provided significant symptom control throughout the day, even at 6pm. This addressed a significant unmet need for caregivers of children with ADHD since up to 60% of them reported that their child’s symptom control didn’t last after school through homework and family time.
Based on this finding, we came up with a compelling consumer position: “Consistently Vyvanse – Consistent ADHD symptom control throughout the day to improve daily success.” We created a brief based on this positioning and worked closely with Vyvanse’s advertising agency to develop a campaign that encompassed print, digital and CRM.
DESTINATION
From the time of its launch in 2008, Vyvanse became the fastest growing ADHD prescription ever, reaching an 11% share of market in the first 18 months.
CHAMPION RESULTS
AMW Areas of Work: Clinical Planning | Strategy & Positioning | Channel Strategy | Modeling