top of page
Integremed-cc-logo-full-colour.png

The Value-Add Ecosystem

Transforming product messaging into clinical partnership

Creating Meaningful Value for the Modern Clinician

The Client

A large generic pharmaceutical client was seeking to differentiate their brand in a competitive ADHD market by moving beyond traditional product-centric messaging toward a more clinician-focused educational and relationship building model.


The Challenge:

Beyond the Brand Message

In an era of information overload and message fatigue, standard product messaging often fails to build genuine trust.  1  The client challenged us to provide "meaningful value" to busy Healthcare Professionals (HCPs).

The major barrier to achieving this goal was overcoming the daily pressures and time constraints HCPs face. To succeed, we needed a strategy that addressed their educational needs and practical workflows rather than simply presenting high-quality visuals.


What We Did:

Design & The "Flowchart of Care"

We shifted the perspective from the product to the provider. By blending primary audience research, field feedback from sales representatives, and deep medical insights, we "sat in the shoes" of the HCP. As ADHD affects not only the patient but their immediate family, school, and work environment we embarked on the following dual strategy.


1. Multi-Stakeholder Journey Mapping

We mapped out "Flowchart of Care" that detailed the interactions between patients, parents, schools, and specialists in the ADHD setting. 2 This allowed us to segment the market into three distinct populations with tailored tools:

  • Pediatric setting: We developed visually impactful and infographic materials and educational screening questionnaires to help parents and teachers identify key symptoms, impact on functioning, and communicate effectively with neurologists. We also developed age-appropriate educational material

  • Adolescent: This transitional audience required the development of digital-first tools focused on patient autonomy, encouraging teens to take responsibility for their symptoms, their medication use, and their own monitoring. 3

  • Adult: Market data showed a relatively "untapped market" adult ADHD market. Adult ADHD is frequently missed, and results in significant occupational and social impairment. 4 We developed communication materials to encourage early screening and identification of adult ADHD, and designed digital media educational campaigns mainly through Facebook to address myths and facts about adult ADHD. We also worked on digitally accessible educational material and screening tools.

2. Enhancing Clinical Competence

We transitioned from simply an ADHD brand to an educational partner by providing tangible professional assets:

  • Accredited CPD Questionnaires: High-value tools that helped clinicians meet professional registration requirements while at the same time educating them on key updates in ADHD diagnosis and management.5

  • Peer-to-Peer Learning: We recommended that the client facilitate round-table case study presentations, to encourage collaborative care.

  • Specialist Mentorship: We developed a strategy to connect specialists with primary care physicians to bridge the gap in diagnosis, treatment options, and long-term monitoring.

The Outcome

By transforming a simple "add value" brief into a comprehensive educational ecosystem, we achieved:

  • Clinical Trust: We established the company and brand as a committed long-term partner in ADHD, significantly increasing HCP engagement.

  • Increased Market Share: The product market share increased significantly from the first year versus competitor in -class and out of class products.

  • Market Expansion: Our holistic approach successfully captured as market share segment of the underserved adult ADHD segment, broadening the campaign’s total reach and driving substantial business impact.

References.

1.Hong H, Kim HJ. Antecedents and Consequences of Information Overload in the COVID-19 Pandemic. International Journal of Environmental Research and Public Health. 2020; 17(24):9305. https://doi.org/10.3390/ijerph17249305.

2. Eom TH, Kim YH. Clinical practice guidelines for attention-deficit/hyperactivity disorder: recent updates. Clin Exp Pediatr. 2024 Jan;67(1):26-34. doi: 10.3345/cep.2021.01466. https://pubmed.ncbi.nlm.nih.gov/37321571/

3. Storetvedt MHR, Kahlon S, Berg K, Sundfjord IA, Nordgreen T. Development of a digital mental health intervention for youth with ADHD: exploring youth perspectives on wants, needs, and barriers. Front Digit Health. 2024 Jul 10;6:1386892. doi: 10.3389/fdgth.2024.1386892. https://pubmed.ncbi.nlm.nih.gov/39049819/

4.Kosheleff AR, Mason O, Jain R, Koch J, Rubin J. Functional Impairments Associated With ADHD in Adulthood and the Impact of Pharmacological Treatment. J Atten Disord. 2023 May;27(7):669-697. doi: 10.1177/10870547231158572. https://pubmed.ncbi.nlm.nih.gov/36876491/

5.French B, Wright H, Daley D, Perez Vallejos E, Sayal K, Hall CL. Evaluation and Uptake of an Online ADHD Psychoeducation Training for Primary Care Health Care Professionals: Implementation Study. JMIR Med Educ. 2025 Jul 11;11:e59365. doi: 10.2196/59365. https://pubmed.ncbi.nlm.nih.gov/40644711/

bottom of page