Shire Pharmaceuticals | Call-To-Action

Shire Pharmaceuticals is a specialty biopharmaceutical company that focuses on meeting the needs of the specialist physician. Shire focuses its business on attention deficit and hyperactivity disorder (ADHD), human genetic therapies (HGT), gastrointestinal (GI) and renal diseases. The structure is sufficiently flexible to allow Shire to target new therapeutic areas to the extent opportunities arise through acquisitions. Shire's in-licensing, merger and acquisition efforts are focused on products in niche markets with strong intellectual property protection either in the US or Europe. Shire believes that a carefully selected portfolio of products with strategically aligned and relatively small-scale sales forces will deliver strong results.

Mission:

Shire Pharmaceuticals wanted to provide sales representatives of one of their ADHD medications with packaged information they can present to doctors writing prescriptions and that the doctors can present to patients with information relevant for both parents and children.

Benchworks Goal:

To produce an informational and useful kit designed to encourage physicians to prescribe a particular ADHD medication to children at the start of the new school year.

Benchworks Solutions:

We chose to target the back-to-school season as an ideal time for sales representatives to deliver a back-to-school kit in the form of a binder that combines functionality for parents and children and has a multi-use design intended first to share information about the medicine and then to serve as a school binder for the child. The binder contains materials providing general knowledge about ADHD and the medicines used to treat it and brochures about the rights children with ADHD have in the school system. For the child, the new binder includes a Homework Planner notepad with tear sheets designed to help the child organize homework and create a plan to tackle assignments. There is also a booklet for the child by Dr. Anita Blazer that describes ADHD and some of the classroom situations the child may encounter as well as suggested ways to respond to those situations.

Benchworks Services Included:

Graphic Design

Production

Online Solutions

Fulfillment