Shire Pharmaceuticals' attention deficit and hyperactivity disorder (ADHD) franchise has been led by flagship drug Adderall XR.
Vyvanse, Shire's next-generation ADHD treatment, received Food and Drug Administration approval in late February. With Adderall XR facing generic competition in spring 2009, Shire wanted to generate internal support for Vyvanse's launch and transition allegiance of its 594 employees to the new drug.
"We don't want Shire to be so reliant on any one medicine," says Matt Cabrey, senior manager of corporate communications for ...