Otsuka awareness campaign urges HCPs to see ‘All of ADHD’

A new campaign from Otsuka aims to educate healthcare professionals about the far-reaching impacts of attention-deficit/hyperactivity disorder (ADHD) on patients’ lives, beyond just the diagnostic symptoms of the condition. To that end, the “All of ADHD” website includes information about the associated symptoms of ADHD—meaning those beyond the inattention and hyperactivity used to diagnose ADHD but which can present alongside them and compound their effects—and common comorbidities like anxiety and depression that can also make it tricky to treat ADHD. “These aspects of ADHD are frequently reported by patients and caregivers as major contributors to daily challenges, yet they may be underrecognized in routine clinical conversations,” Louis Allesandrine, VP of the CNS business and customer engagement operations at Otsuka, told Fierce Pharma Marketing via email. “Highlighting them helps promote a more complete understanding of patient needs.” On the website, HCPs can click through the actual stories of several people with ADHD and access resources to help them provide more support for their patients with the condition. The site also features data about how current treatments may not fully serve all patients, plus research on a trio of neurotransmitters that may play a role in ADHD—and which are targeted by a first-in-class non-stimulant drug candidate that Otsuka recently submitted for FDA approval, though the potential treatment isn’t mentioned on the unbranded website. “The campaign underscores evolving ADHD science—including emerging insights into neurotransmitter involvement and the broader neurobiological landscape—to support informed clinical discussions,” Allesandrine added. “This initiative reflects Otsuka’s ongoing commitment to advancing the scientific understanding of ADHD and supporting evidence-backed approaches that help clinicians address the condition’s complex and evolving presentation.” Beyond its dedicated website, the “All of ADHD” campaign “will also be traveling to major educational conferences with our immersive experience throughout the year, which brings the key aspects of the campaign to life in an interactive, patient-first format,” the exec said. To start, the campaign debuted amid the American Professional Society of ADHD and Related Disorders’ annual meeting in San Diego last month. At the conference, Otsuka set up an immersive booth where attendees could put themselves in patients’ shoes. All together, the initiative is meant to help HCPs “better understand the full lived experience of ADHD, including its impact on school or work performance, relationships and self-esteem,” according to Allesandrine. In doing so, its ultimate goal is “to encourage thoughtful assessment and strong patient communication,” he added.