Vyvanse Synthesis
u03a2 Product Analysis
Vyvanse (lisdexamfetamine dimesylate) by Shire INC US
Vyvanse (lisdexamfetamine dimesylate) is a schedule II narcotic medication prescribed in the United States for Attention Deficit Hyperactive Disorder (ADHD). Currently it is patented by the pharmaceutical giant Shire Inc. US, and the drug is in phase 3 trials for approval to treat binge eating. (Pipeline, n.d.) There have been rumors the drug is in trials to treat a range of diseases from schizophrenia, narcolepsy, and major depressive disorder. Vyvanse is different than past ADHD medications because it is a pro-drug. “Pro-drugs work as precursors to actual drugs. Through refining and secondary processes such as reactions with enzymes, pro-drugs can be …show more content…
turned into actual drugs” (How do, n.d.). Vyvanse works by d-amphetamine entering the gastrointestinal tract and meeting with the amino acid l-lysine, converting to pure amphetamine and then is absorbed into the blood stream and carried to the brain. It is virtually impossible to abuse Vyvanse by injecting or snorting it because it requires ingredients in the stomach to convert it into amphetamine. For this reason, doctors were instantly turned onto prescribing it to patients, because of the growing pandemic of abusing prescription medication that continues to grow day by day. Vyvanse came onto the scene six years ago and there are still no pro-drug ADHD medications. There is no competition for Vyvanse. For patients and doctors looking for an ADHD medication that is not abusable, a pro-drug is their only option and Vyvanse is that option. There are dozens of ADHD medications that are stimulants and non-stimulants, but they are not pro-drugs. Shire has covered the playing field and has protected their customer base. Vyvanse is Shire’s biggest money-maker, bringing in a staggering $1,029,000 in 2012 with sales up 28% from 2011. Vyvanse was “introduced in the United States in July 2007 for the treatment of ADHD in children ages 6 to 12 years, approved in April 2008 to treat ADHD in adults, approved in
November 2010 to treat ADHD in adolescents ages 13 to 17, approved in January 2012 for maintenance treatment in adults, and approved in April 2013 for maintenance treatment in children and adolescents. It is currently available in six once-daily dosage strengths of 20 mg,
30 mg, 40 mg, 50 mg, 60 mg, and 70 mg” (Press Release, 2013).
Vyvanse is promoted by drug representatives who go to doctors’ offices (mainly psychiatrists because the prescribing physician needs a DEA number to write Vyvanse prescriptions), and leave bright, colorful, eye catching pamphlets in the waiting room for curious patients and family to read. The drug reps also leave pamphlets with drug discount cards for patients and this program is available on their website. The discount has varied over time from $25 off the first six prescriptions to $50 copay for a year’s worth of the prescription.
Their website, www.vyvanse.com, past and present, has listed the symptoms of ADHD and scenarios that almost everyone can relate to, possibly making the reader think they could have ADHD. In the past there have been quizzes to take then print out and take to your family physician to talk about having ADHD (Once Daily Vyvance, n.d.) The national commercials Shire runs on TV to promote Vyvanse, do not exactly mention the medication, but focus on the symptoms of ADHD and push a free product, “ADHD Action Guide”, viewers can order or fill out online and then take to their doctor. They usually run this commercial on TV stations that have viewers who are not well educated or have children who could be suffering from ADHD (Vyvanse, …show more content…
n.d.) I believe Shire’s product strategies for Vyvanse are nothing short of genius.
They’ve found a product that so far, six years after introduction, has no competition. Vyvanse is the ideal medication to prescribe to those patients who have ADHD and are at risk for substance abuse. They market the product to be well accessible and affordable by offering discounts for each prescription. Their advertising is misleading and I personally don’t agree with it. Everyone has a little bit of ADHD tendencies in them that don’t need medication. Their advertising plays on this, scares them, sends them running to their doctor with these completed checklists, and then they become dependent on these highly addictive stimulants. Even though Vyvanse is a pro-drug and can’t be abused, it is still an amphetamine and highly addictive. There needs to be more education about the chance of addiction, in my
opinion.
References
How Do Prodrugs Work? - Ask.com. (n.d.). Ask.com - What 's Your Question?. Retrieved July
23, 2013, from http://www.ask.com/question/how-do-prodrugs-work
Once Daily Vyvanse. (n.d.). Vyvanse is a prescription medicine for the treatment of ADHD in patients 6 years and above.. Retrieved July 23, 2013, from www.vyvanse.com
Pipeline | Shire. (n.d.). Home | Shire. Retrieved July 23, 2013, from http://www.shire.com/shireplc/en/rd/pipeline Press Release . (2013, May 1). Shire. Retrieved July 23, 2013, from www.shire.com/shireplc/uploads/press/326ApprovalPressReleaseFinal1.pdf Vyvanse - ADHD Free Guide. (n.d.). The String Theory - Award Winning Design, Animation,
3D and Visual Effects. Retrieved July 23, 2013, from http://www.thestringtheory.tv/Vyvanse-ADHD-Free-Guide.html
Vyvanse (lisdexamfetamine dimesylate) by Shire INC US
Vyvanse (lisdexamfetamine dimesylate) is a schedule II narcotic medication prescribed in the United States for Attention Deficit Hyperactive Disorder (ADHD). Currently it is patented by the pharmaceutical giant Shire Inc. US, and the drug is in phase 3 trials for approval to treat binge eating. (Pipeline, n.d.) There have been rumors the drug is in trials to treat a range of diseases from schizophrenia, narcolepsy, and major depressive disorder. Vyvanse is different than past ADHD medications because it is a pro-drug. “Pro-drugs work as precursors to actual drugs. Through refining and secondary processes such as reactions with enzymes, pro-drugs can be …show more content…
turned into actual drugs” (How do, n.d.). Vyvanse works by d-amphetamine entering the gastrointestinal tract and meeting with the amino acid l-lysine, converting to pure amphetamine and then is absorbed into the blood stream and carried to the brain. It is virtually impossible to abuse Vyvanse by injecting or snorting it because it requires ingredients in the stomach to convert it into amphetamine. For this reason, doctors were instantly turned onto prescribing it to patients, because of the growing pandemic of abusing prescription medication that continues to grow day by day. Vyvanse came onto the scene six years ago and there are still no pro-drug ADHD medications. There is no competition for Vyvanse. For patients and doctors looking for an ADHD medication that is not abusable, a pro-drug is their only option and Vyvanse is that option. There are dozens of ADHD medications that are stimulants and non-stimulants, but they are not pro-drugs. Shire has covered the playing field and has protected their customer base. Vyvanse is Shire’s biggest money-maker, bringing in a staggering $1,029,000 in 2012 with sales up 28% from 2011. Vyvanse was “introduced in the United States in July 2007 for the treatment of ADHD in children ages 6 to 12 years, approved in April 2008 to treat ADHD in adults, approved in
November 2010 to treat ADHD in adolescents ages 13 to 17, approved in January 2012 for maintenance treatment in adults, and approved in April 2013 for maintenance treatment in children and adolescents. It is currently available in six once-daily dosage strengths of 20 mg,
30 mg, 40 mg, 50 mg, 60 mg, and 70 mg” (Press Release, 2013).
Vyvanse is promoted by drug representatives who go to doctors’ offices (mainly psychiatrists because the prescribing physician needs a DEA number to write Vyvanse prescriptions), and leave bright, colorful, eye catching pamphlets in the waiting room for curious patients and family to read. The drug reps also leave pamphlets with drug discount cards for patients and this program is available on their website. The discount has varied over time from $25 off the first six prescriptions to $50 copay for a year’s worth of the prescription.
Their website, www.vyvanse.com, past and present, has listed the symptoms of ADHD and scenarios that almost everyone can relate to, possibly making the reader think they could have ADHD. In the past there have been quizzes to take then print out and take to your family physician to talk about having ADHD (Once Daily Vyvance, n.d.) The national commercials Shire runs on TV to promote Vyvanse, do not exactly mention the medication, but focus on the symptoms of ADHD and push a free product, “ADHD Action Guide”, viewers can order or fill out online and then take to their doctor. They usually run this commercial on TV stations that have viewers who are not well educated or have children who could be suffering from ADHD (Vyvanse, …show more content…
n.d.) I believe Shire’s product strategies for Vyvanse are nothing short of genius.
They’ve found a product that so far, six years after introduction, has no competition. Vyvanse is the ideal medication to prescribe to those patients who have ADHD and are at risk for substance abuse. They market the product to be well accessible and affordable by offering discounts for each prescription. Their advertising is misleading and I personally don’t agree with it. Everyone has a little bit of ADHD tendencies in them that don’t need medication. Their advertising plays on this, scares them, sends them running to their doctor with these completed checklists, and then they become dependent on these highly addictive stimulants. Even though Vyvanse is a pro-drug and can’t be abused, it is still an amphetamine and highly addictive. There needs to be more education about the chance of addiction, in my
opinion.
References
How Do Prodrugs Work? - Ask.com. (n.d.). Ask.com - What 's Your Question?. Retrieved July
23, 2013, from http://www.ask.com/question/how-do-prodrugs-work
Once Daily Vyvanse. (n.d.). Vyvanse is a prescription medicine for the treatment of ADHD in patients 6 years and above.. Retrieved July 23, 2013, from www.vyvanse.com
Pipeline | Shire. (n.d.). Home | Shire. Retrieved July 23, 2013, from http://www.shire.com/shireplc/en/rd/pipeline Press Release . (2013, May 1). Shire. Retrieved July 23, 2013, from www.shire.com/shireplc/uploads/press/326ApprovalPressReleaseFinal1.pdf Vyvanse - ADHD Free Guide. (n.d.). The String Theory - Award Winning Design, Animation,
3D and Visual Effects. Retrieved July 23, 2013, from http://www.thestringtheory.tv/Vyvanse-ADHD-Free-Guide.html