Mickey McDermott, Healthcare Marketing Communications Strategist & Innovator

Helping to bring out the best in kids



Ferguson pitched a new ADHD treatment from Shire named Kanexis, which promised to have significant benefits over standard ADHD treatments.  We did a lot of talking with KOLs, physicians, and parents of children with ADHD. We found out that, beyond all the science of the condition and its treatment, what parents really wanted was for their kids to be able to enjoy some of the simplest moments in life without ADHD getting in the way.  We developed a campaign concept that presented ordinary events in life -- things, like an impromptu piano recital, that can be extraordinary for kids and families dealing with ADHD.

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