Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
Janssen has launched a new iPhone app for UK patients suffering from attention deficit hyperactivity disorder (ADHD).
The Sorted app, the second ADHD app Janssen has launched in recent months, acts as a daily organiser to help patients create, categorise and prioritise daily tasks, with a point-scoring element to help with motivation.
Janssen's key product in the area is Concerta XL, but the drug's sales have started slipping, with US revenues down more than 11 per cent last year thanks to generic competition. Concerta XL was launched in the UK in 2002 and is the driver behind Janssen's UK Living With ADHD campaign, which has made particular use of online video.
The company said its new iPhone app was developed in conjunction with UK physicians and can be used by anyone to help improve the organisation of their day-to-day life.
But its intended audience is people aged 12 and over with ADHD, which Janssen hopes to support by bringing together various elements of iPhone functionality, such as its calendar, reminders and voice memos.
The Sorted app, which is also available in a version for Apple's iPad, allows users to sort and colour code individual tasks, receive a daily task list and collect virtual achievement badges (as the video demonstration below shows).
Sorted, which was developed by Aurora Healthcare Communications, will add to Janssen's digital presence in ADHD, exemplified by the striking video, and accompanying YouTube channel, that the company launched in 2010.
More recently Janssen released app in versions for Apple's iPhone as well as Blackberry and Android smartphones called How's Today Been?, also developed by Aurora, for parents to record how ADHD affects their child and family life.