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Challenge
Ortho McNeil had created an adaptation of an existing medication for children with ADHD. They wanted to avoid looking like a ”me too” company when entering an already crowded marketplace.

Solution
CharlesGroup worked with leading clinical experts & created a solution: Add Value. improve total patient care by increasing the child’s involvement in his/her care regimen. Concerta, marketed utilizing CharlesGroup’s ’Total solution’ strategy, helped position ALZA for its 2001 acquisition by J&J.
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Ortho-McNeil / ALZA
Innovation Through Human Insight
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 2001 acquisition by J&J. Current sales of Concerta exceed one billion dollars a year.
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