In midst of ADHD drug launch, Supernus calls on ’90s sitcom actress for awareness campaign

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TV actress Holly Robinson Peete used to argue with her then teenage daughter Ryan over cleaning her room and giving up other household chores. She initially attributed it to a typical mother-daughter conflict.

“I didn’t recognize the signs of ADHD in her,” said Peete, whose daughter, now 24, was finally diagnosed at age 14. “It looks a little different sometimes, especially with young women.”

The actress and social media influencer, best known for her roles in the late ’80s crime drama series “21 Jump Street” and the’ 90s sitcom “Hangin ‘with Mr. Cooper,” recounted the experience of the attention deficit hyperactivity disorder of his family in a sponsored interview. on a local news station in New York City, one of several she’s done as part of her partnership with Supernus Pharmaceuticals and her “More for ADHD” campaign.

The unbranded campaign, scheduled for ADHD Awareness Month, coincides with the launch by the Maryland drugmaker of its new nonstimulant drug for ADHD, Qelbree, which in April won FDA approval for the drugs. children aged 6 to 17.

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The campaign includes a website with downloadable resources, such as tips and checklists to guide discussions with teachers and healthcare providers.

The goal? To break the stigma and educate families about the sometimes overlooked signs of ADHD, and encourage those who think their child might be affected to seek treatment, the company says.

As Peete points out, ADHD is more likely to go unnoticed in girls because the symptoms are often more subtle than in boys. For Ryan, it was “space” and an inability to complete tasks.

“There are 6 million children and adolescents with ADHD, and not everyone is diagnosed and treated well,” Supernus CEO Jack Khattar said in an interview. “The good news is, this is really a condition where you have excellent [treatment] options to be able to live with ADHD, adapt very well to it and be successful.

RELATED: It’s On For Akili As He Launches Digital Campaign For First ADHD Video Game Approved By FDA

Khattar said Peete was a natural fit for the celebrity campaign partner: she was open to her family’s journey with ADHD and has long been a champion of neurodiversity. (Ryan’s twin brother, RJ, has autism.)

In addition to doing sponsored interviews, Peete is promoting the campaign on her social media accounts, most recently Tweeter about an October 28 appearance on ABC’s “GMA3”.

The latest campaign is in addition to the company’s separate outreach effort targeting healthcare professionals, called Team ADHD.

With the first non-stimulant ADHD drug to be approved in a decade, Supernus is appealing to parents who are reluctant to give their child a controlled substance. But Qelbree faces stiff competition from Eli Lilly’s Strattera and Shire’s Intuniv, as well as a slew of cheaper generics.

Supernus is also looking to tap into the growing adult ADHD market, considering FDA approval of a label extension that would allow it to market the drug to people over the age of 17. A decision is expected by April 29, 2022.



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