Shire and Intouch Solutions for Mydayis
Shire has long dominated the ADHD market with its franchise of blockbuster treatments, including Adderall, Adderall XR, and Vyvanse. When the FDA approved Mydayis, its new ADHD drug for adults, in June 2017, it was critical to begin differentiating the product around its key benefit as a long-acting treatment.
Data collected through research, interviews, and focus groups indicated doctors are primarily concerned with treating ADHD during working hours. Findings also revealed they didn’t want to go digging for treatment specifics, so the site needed to convince doctors that patients need treatment help well beyond the end of their work days and present Mydayis as the solution in a clear, quick, and easy way.
Intouch Solutions accomplished these goals by combining bright, bold colors — turquoise, yellow, and red — with succinct messages written in a conversational tone and easy-to-understand illustrations.
Judges loved the site’s visual style, which they described as differentiating and highly engaging, and its innovative and mobile friendly design. Every judge made positive remarks about the strategy and creative execution.
“The site has great creative, ownable design, and it really delivered on strategy,” said one judge. “It’s engaging and clean with an easy user experience.”
A second judge said, “the creative execution really differentiates this site from typical HCP sites.”
Results over a three-month period included 102,000 site visits, 540 savings card downloads, 38,859 emails delivered with a 6% open rate (compared to a 4% benchmark), and 35 million media impressions.
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