1. Executive Summary
Noven Pharmaceuticals is a fully integrated specialty pharmaceutical company and wholly owned subsidiary of
Hisamitsu Pharmaceutical Co., Inc., the world's largest transdermal patch manufacturer.[1] ✓ The Agency currently supports Noven's
flagship ADHD product, XELSTRYM® (dextroamphetamine) transdermal system — the first and only
FDA-approved transdermal amphetamine patch for ADHD in adults and children 6+.[2] ✓ Active services span Speaker
Programs/P2P, KOL Management, and Marketing/Medical Education for XELSTRYM exclusively.
XELSTRYM launched commercially in June 2023 and is now in its critical post-launch lifecycle
phase, competing in a $16+ billion global ADHD therapeutics market[6] ⚡ undergoing significant disruption from
Vyvanse generic erosion and emerging non-stimulant competitors like Qelbree and centanafadine. This report
identifies significant white space expansion opportunities across Noven's broader product
portfolio (SECUADO, MINIVELLE, COMBIPATCH, Daytrana) and within XELSTRYM's existing service map — particularly
in Value & Access, Digital/Innovation, and Congress Strategy.
Key strategic imperatives include: leveraging the Mindful Patch companion app[3] for digital engagement expansion, capitalizing on Vyvanse generic erosion to
capture stimulant market share, deepening competitive differentiation messaging against emerging non-stimulant
alternatives, and building cross-product infrastructure leverage from XELSTRYM into SECUADO (schizophrenia).
12. Actionable Recommendations
Recommendation #1: Competitive Conversion Speaker Program — Vyvanse Market Capture
HIGH PRIORITY
Speaker Programs
Post-Launch Lifecycle
WHAT: Transition XELSTRYM speaker bureau from launch mode to competitive lifecycle
program, expanding the speaker cohort to support market share consolidation against generic Vyvanse and
emerging non-stimulant competitors. Target high-prescribing Vyvanse prescribers with differentiation-focused
P2P programs.
WHY: Branded Vyvanse commercial support is declining as Takeda absorbs generic erosion.
Agency benchmarks show high-performing speaker programs demonstrate 35-45% improved prescriber loyalty
retention in Year 2-3 vs Year 1 launch cohort. The transdermal delivery differentiation gives XELSTRYM a
unique competitive message that oral generic alternatives cannot match.
Rating Derivation:
Base Need (Commercial stage): 3/5
Competitive Intensity: +1 (Vyvanse generics + Qelbree growth)
Differentiation Opportunity: +1 (unique delivery; no direct competitor)
Internal Capability (Agency): -0 (active program to build on)
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FINAL RATING: HIGH
TIMELINE: Q1 2026: Competitive conversion content development → Q2 2026: Expanded speaker
recruitment (target: +15 speakers) → Q3-Q4 2026: Full competitive lifecycle program operational
INVESTMENT: $280,000 — $420,000/year (lifecycle expansion)
AGENCY METHODOLOGY: Program Lifecycle Management & Expansion; Competitive Intelligence &
Rapid Response
Recommendation #2: HCP Digital Engagement Platform
HIGH PRIORITY
Digital & Innovation
WHAT: Develop and deploy an HCP-facing digital engagement platform for XELSTRYM,
integrating clinical data, virtual speaker content, peer insights, and Mindful Patch HCP-side analytics.
This addresses the single largest gap in XELSTRYM's commercial infrastructure (Digital CRAM = 45%).
WHY: HCP digital platforms drive 40-50% higher engagement frequency vs rep-only strategies
(Agency benchmark). Prescribers using digital platforms show 25-30% higher trial intent. The Mindful Patch
app creates a patient-side digital asset; the HCP platform creates the provider-side complement, enabling
data-driven engagement.
TIMELINE: Q1 2026: Platform strategy & specification → Q2 2026: Development & content
build → Q3 2026: Launch with initial user promotion → Q4 2026: Optimization and virtual speaker series
integration
INVESTMENT: $150,000 — $280,000 (Year 1 development + launch); $50,000 — $100,000/year
ongoing
AGENCY METHODOLOGY: Digital Strategy & HCP Engagement Platform; Content Development
Recommendation #3: Value & Access Strategy Development
HIGH PRIORITY
Value & Access
WHAT: Develop comprehensive payer engagement strategy and HEOR evidence program to
strengthen XELSTRYM's formulary positioning against low-cost generic stimulants. Include speaker content
addressing value proposition and access optimization for prescribers.
WHY: XELSTRYM at ~$607/month faces significant price pressure from generic stimulants
($30-100/month). While the Noven C.A.N.™ copay program reduces patient out-of-pocket costs, payer-level
formulary positioning is critical for sustained growth. Agency benchmarks indicate that pre-emptive payer
engagement improves formulary placement outcomes by 30-40% vs reactive approaches.
TIMELINE: Q2 2026: Payer landscape assessment → Q3 2026: HEOR study design and value
proposition development → Q4 2026: Payer education meetings initiated
INVESTMENT: $180,000 — $280,000
AGENCY METHODOLOGY: Payer Strategy & Reimbursement; Health Economics & Outcomes Research
Recommendation #4: Structured Annual Congress Strategy
MEDIUM PRIORITY
Congress Strategy
WHAT: Execute multi-congress conference presence strategy across APSARD, APA Annual,
AACAP, and APNA, securing speaking opportunities and establishing consistent year-round XELSTRYM visibility.
WHY: Noven has demonstrated ad hoc congress engagement (APSARD 2023, 2025) but lacks a
structured annual strategy. Companies with multi-congress programs demonstrate 20-25% superior market share
sustainability through Year 2 (Agency benchmark).
TIMELINE: Ongoing annual cycle aligned to conference calendars
INVESTMENT: $300,000 — $500,000/year
Recommendation #5: SECUADO Cross-Product Pipeline Bridge
MEDIUM PRIORITY
Portfolio Expansion
WHAT: Leverage existing XELSTRYM psychiatry KOL relationships and speaker infrastructure
to initiate Agency services for SECUADO® (asenapine transdermal system for schizophrenia). This represents
the highest-value product × service white space in Noven's portfolio.
WHY: SECUADO is a commercial-stage product with zero Agency engagement across all 7
service areas. Approximately 30-40% of the XELSTRYM KOL network (adult psychiatrists) have crossover
relevance to schizophrenia, enabling accelerated SECUADO program development. Agency infrastructure (speaker
management platform, compliance tracking, engagement analytics) is fully transferable.
TIMELINE: Q2 2026: SECUADO KOL overlap assessment → Q3 2026: Proposal to Noven for SECUADO
services → Q4 2026: Initial KOL engagement and program design
INVESTMENT: $200,000 — $350,000 (Year 1 program build)
AGENCY METHODOLOGY: Indication-Specific KOL Expansion; Pipeline Bridge Strategy
Recommendation #6: Competitive Messaging Refresh
MEDIUM PRIORITY
Marketing Comms
WHAT: Refresh XELSTRYM's competitive positioning and messaging to address the evolving
competitive landscape — specifically the stimulant-vs-non-stimulant decision framework, Vyvanse generic
transition, and Mindful Patch integration into the brand narrative.
WHY: XELSTRYM's initial launch messaging focused on product introduction. Year 2-3
messaging needs to shift to competitive differentiation and lifecycle value as Qelbree gains ground and
centanafadine potentially enters the market.
INVESTMENT: $250,000 — $380,000
Recommendation #7: KOL Network Expansion & Refresh
MAINTAIN
KOL Management
WHAT: Expand the XELSTRYM KOL network with rising-star physicians, mid-career digital
KOLs, and pediatric specialists to ensure geographic and demographic coverage. Refresh speaker content
annually with new clinical data and competitive positioning.
WHY: Agency benchmarks show 85%+ year-over-year speaker retention is optimal. Networks
that don't recruit new voices become stale. The ADHD prescribing landscape is shifting toward younger,
digitally-engaged physicians who value peer content differently than traditional KOLs.
INVESTMENT: $100,000 — $160,000/year
Confidential — Agency Internal Use Only
Report generated February 14, 2026 | Active Client Intelligence Report — XELSTRYM® Focus
Agency CRAM™ Methodology | Data sourced from public records, company websites, FDA databases, and third-party
research platforms