Collegium Teams with Paris Hilton to Promote Night-Dosed JORNAY PM for 22M ADHD Patients
Collegium Pharmaceutical has launched its 'Embrace Your Sparkle' campaign with Paris Hilton to expand awareness of ADHD, a condition affecting 15.5 million U.S. adults and 6.5 million children. The initiative highlights JORNAY PM extended-release methylphenidate, dosed nightly for morning symptom support, aiming to boost prescriptions and market share in ADHD therapy.
1. Campaign Launch with Paris Hilton
Collegium Pharmaceutical unveiled the 'Embrace Your Sparkle' campaign in partnership with Paris Hilton to reframe perceptions of ADHD and encourage open dialogue. The campaign leverages Hilton's personal experience to destigmatize the condition and highlight the importance of individualized treatment plans.
2. Market Opportunity in ADHD Treatment
ADHD affects approximately 15.5 million adults and 6.5 million children in the United States, with 70% of childhood cases persisting into adulthood. Underrecognition in adults contributes to delayed diagnosis, presenting a significant opportunity for targeted awareness initiatives and expanded treatment uptake.
3. JORNAY PM Treatment Profile
JORNAY PM is an extended-release methylphenidate capsule taken in the evening to provide symptom control from morning through early evening. Its dosing profile aims to simplify routines and support daily activities, addressing common challenges like morning sluggishness and afternoon symptom lapses.
4. Potential Impact on Collegium's Market Position
By raising visibility through a high-profile celebrity campaign, Collegium aims to drive prescription volumes and capture greater market share in the ADHD treatment segment. Increased adoption of JORNAY PM could enhance the company's revenue growth and strengthen its competitive position.