McNeil’s Concerta consumer effort employs mobile
PEDESTRIANS mulling around to triple digits. “We went from 10
Times Square can learn more visits on October 5, to 516 visits
about ADHD by responding to on October 6,” said Geoghegan,
an advertisement on the CBS adding that the company had
jumbotron, via text message. known mobile users were try-
The 15-second ad reads, “Can’t ing to access Concerta.net from
focus? Can’t sit still? Could you Google Analytics data. “We’re
or your child have ADHD? To learning from our users,” said
ﬁnd out more, text ‘ADHD’ to Geoghegan.
87415,” and can be seen on the Testimonial videos on the
26x20 foot screen four times per mobile site are targeted to adults
hour, according to Tricia Geoghe- with ADHD, or to parents of
gan, a McNeil Pediatrics spokes- children with the disorder.
person. The jumbotron ads will Actual testimonial content
run through November 30. occurs during the first twenty
Upon texting “ADHD” to the seconds of the two and a half
number 87415, denizens of Times Times Square ads direct people to text, leading to a Concerta link minute videos, with the remain-
Square receive a near-instanta- ing two minutes containing fair
neous text message in return the World Health Organization’s billboard offers plenty of expo- balance info, including risks
containing a link to the “Con- ADHD test, branded testimonial sure, Geoghegan said that cre- and details about adverse event
certa Mobile Web Experience,” videos and a coupon offering a ating a redirect for Concerta. reporting.
a branded mobile-optimized 30-day free trial of Concerta. net – a technology that sends NYC-based Augme Mobile,
platform for McNeil’s ADHD At press time, 4,764 consum- mobile phone users straight to acquired by Modavox, Inc. in
drug. The mobile site offers ers had accessed the Concerta the mobile-optimized website July, provided the texting plat-
information about ADHD in mobile web program, according when they attempt to access Con- form, and Ogilvy Healthworld
adults and children, an ADHD/ to Geoghegan. certa.net online – immediately built the product site.
ADD screening adapted from Although the Times Square brought the visitor numbers up —Ben Comer
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