Shire’s Vyvanse™ is the newest addition to the family of medications used to treat ADHD (Attention Deficit and Hyperactivity Disorder) in children and as of April 23 adults as well. Given that ADHD is a disorder shrouded in confusion, shame and sometimes controversy, there is a demonstrated need for premium patient education.
We reviewed the “Vyvanse™ : Child’s Starter Kit” (made available to parents by physicians) and found it to be one of the best DTC-Patient Ed pieces we’ve seen in a long while. The kit consists of:
- 16 page, full color booklet with basic information about the disease state
- An interactive CD-ROM that plays on both Windows and Macs (the latter representing a smart marketing decision. In the US, Apple represents two thirds of all new computer sales)
- An ATM-like card to be used at local pharmacies for a free 30-day trial of the product
- Standard P.I. insert
The process of converting the “concerned and curious” to new customers begins immediately. The right front page prominently displays a serialized card used for enrollment in the 30-Day trial. Parents must call a toll-free number to activate the card prior to filling the prescription.
A patient who went through the enrollment process described it as “quick and easy” but was somewhat distraught over the perceived lack of privacy (we received a firewall warning that the CD was attempting to connect to the Internet without our permission).
For a parent to receive the free 30-day trial they must agree to automatic enrollment in market research, direct mail, and other activities that may seem invasive. A second phone number to “opt-out” was provided, but this emotional response may have been exacerbated by the automated fulfillment process – no humans just I.V.R. – suggesting that there might be a role for stronger messaging around privacy assurance. Parents are a skittish lot.
The multimedia presentation itself was well paced, well structured, and followed best practices including:
- “Closed Captioning” of the opening slide show narration
- Easy to use, persistent navigation providing a “you are here” feel
- Supportive rather than gratuitous graphics
These small touches are important as they lower the barriers to navigating new information. Beyond what you might expect to find in an introductory overview of ADHD were some real jewels:
- “Success Tracker” to chart and reinforce a child’s improvement in tasks that had previous proven difficult
- Recognition Certificate for the child – we’re assuming it works on the principle of “accomplish so many things and your reward will be..”
- Household Organizer Chart – for both child and parent, bringing a little structure back into home life
The net result was a solid introduction to the science of ADHD, useful tools for parents already under a great deal of stress, a 30-day free trial that – perceived privacy concerns notwithstanding – that was easy to activate and readily accepted at the pharmacy, and an overall positive user experience. Looks like Vyvanse™ got it right and with one million scripts in ten months of launch, they’re off to a great start.
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The vyvanse web site was difficult to navigate and to enroll in the 3 month program. there was no link that stated enroll or activate your card. It had all of the medicine information which is great for people who wanted to read it but not for people who want to just activate the card and try the medicine and see if they get the right results from the medicine. Painful and annoying! so was the 800 number!