The solution consisted of addressing healthcare professionals directly by means of a mailing, sent out to around 3000 doctors in the areas of pedopsychiatry, pediatrics and neuropediatrics, since they would be the ones prescribing the medicine.

The mailing is composed of a letter, the special fact is that it is written by a child that suffers from AD/HD. The child describes the symptoms and lets the doctor reading the letter know about all that Concerta can do for him. A prepaid reply envelope was included, enabling the doctors that were interested to request more information about the product.

Among the 3000 mailings sent out, 300 contacts were considered of the utmost importance, and 150 of those answered. This means that among the priority database a 50% response rate was achieved.