Some media outlets are really locked into a negative mind set when dealing with specific health issues.

Attention Deficit Hyperactivity Disorder (ADHD) ia a medical topic that occasionally brings out the worst in some journalists.

Coverage of Strattera launch

So when launching Strattera with Eli Lilly – the first major non-stimulant ADHD treatment break-though in 30 years – the challenge was to keep the media positive and on-track.

A medical media relations program was followed by a briefing for consumer magazines and a consumer news launch.

The involvement of ADHD experts from various states and the input of patient support groups in the area was invaluable in keeping the media on a positive track.

The response from medical and trade media was positive with all major medical and pharmacy publications carrying positive key messages about Strattera.

In consumer media, there were over 110 consumer news items (TV, print, radio) generating over 4 million impressions all carrying one or more key messages – including the key point about Strattera being a non-stimulant. This included over 60 radio news items all carrying one or more key messages and 15 TV news bulletins which used some elements of the approved materials.