Supernus Pharmaceuticals’ campaign aims to raise awareness about issues women face even getting diagnosed with ADHD.
Pharma companies are continuing to work with celebrities to help raise awareness of certain conditions and to promote treatments. Many medical conditions come with stigmas which can make it difficult for people living with those conditions to be open about their experiences. Sometimes, seeing a familiar face share their story can boost the confidence of the overall patient population.
Supernus Pharmaceuticals announced that Busy Phillips has signed on as the celebrity spokesperson for its Ms. Represented campaign.1 The initiative aims to raise awareness of the issues that women with ADHD face. According to Supernus, most of the overt and obvious symptoms of the condition are more commonly present in males, while females more often suffer from less obvious symptoms (such as difficulty focusing and feeling overwhelmed).
In a press release, Phillips explained, "People often associate ADHD with symptoms like being unable to sit still or fidgeting, but symptoms can look different across males and females––many women, like me, may experience ADHD in ways that are not just about being hyperactive. I think a lot of women feel a sense of misrepresentation within the broader ADHD conversation, and I want to empower them to recognize their symptoms and seek diagnosis and treatment. For me, it wasn't until I understood that these symptoms were connected to ADHD that I could seek help and find ways to manage them. Qelbree has helped to make my ADHD symptoms manageable."
The campaign also promotes Supernus’ Qelbree, a non-stimulant ADHD medication.
In the same press release, Supernus Pharmaceuticals’ president and chief executive officer Jack Khattar said, “At Supernus, addressing the individualized needs and symptoms experienced by people with ADHD remains our priority, and that includes acknowledging the nuanced and often overlooked ways ADHD can present in females. The 'Ms. Represented' campaign, with Busy's honest voice and relatable story, is a new and exciting chapter in our ongoing partnership. Busy's openness about her own experience makes her an ideal partner to help us encourage meaningful conversations about ADHD in women."
Supernus announced in January of this year that FDA had approved a label update for Qelbree to include new data that highlights the drug’s multimodal pharmacodynamics.2
In a press release issued at the time, Khattar said, “By expanding Qelbree’s label to include new data on the pharmacodynamics and use in breastfeeding mothers, Supernus continues to empower healthcare providers and patients to make informed treatment decisions. We are committed to building the body of evidence surrounding Qelbree’s use within the ADHD space and providing an effective treatment option for those living with ADHD.”
Great marketing deserves more than results—it deserves recognition.
Submit your standout campaign to the 2025 Pharmaceutical Executive APEX Awards and be celebrated among the best in pharma marketing. Submit today!
Dr. Stephen M. Stahl, M.D., PhD, DSc (Hon.) distinguished health sciences clinical professor of psychiatry and neuroscience at the University of California Riverside and adjunct professor of psychiatry at the University of California San Diego, said in the same press release, “This label update and new data deepens our understanding of Qelbree, providing valuable insights to help support treatment decision-making for people living with ADHD. The updated pharmacodynamic data, which highlights viloxazine’s effects on the serotonin 5-HT2C receptor and inhibition of the norepinephrine transporter, adds depth to our understanding of Qelbree’s multimodal pharmacodynamics.”
