Ortho-McNeil’s plan: introduce a new form of an existing medication for children with attention deficit hyperactivity disorder (ADHD). They wanted to avoid looking like a ”me too” company when entering an already crowded marketplace.
CharlesGroup research examined the dynamic between children with ADHD and their caregivers, consulted with industry experts, and found a solution: improve total patient care by increasing the child’s involvement in his/her care regimen. Drug and behavioral therapy combined for a total solution.
CharlesGroup worked with leading clinical experts and created a report system that enables the child to be central in generating and managing the information about his/her behavior. Concerta, marketed utilizing CharlesGroup’s total solution strategy, is a powerful commercial success. Its success helped position ALZA for its acquisition by J&J. Sales of Concerta exceeded one billion dollars a year.