by Evelyn Pringle and Martha Rosenberg
There is good news and bad news about attention deficit/hyperactivity disorder (ADHD) -- that is, if you're a drug company. The bad news is the kid market has peaked out with 4.5 million U.S. children now carrying the label. The good news is adult ADHD is an emerging market. In fact, adult ADHD, with symptoms similar to pediatric ADHD such as impulsivity, distractibility and difficulty paying attention, following instructions and meeting deadlines, is the next big thing.
"Immature adult market continues to offer greatest commercial potential," read a 2008 press release to the pharmaceutical industry from the market research agency Datamonitor: "Estimated to be twice the size of the pediatric ADHD population, the highly prevalent, yet largely untapped, adult ADHD population continues to represent an attractive niche to target."
So who might consider themselves part of this "untapped" market?
Like astrology in which anyone relates to Scorpio's horoscope, almost everyone who takes an adult ADHD quiz will discover they are "sick." To qualify as having attention deficit/hyperactivity disorder according to the most recent draft of the American Psychiatric Association's DSM-5, soon to be published, you need to suffer from six or more of the following symptoms for at least six months.
1. Often fails to give close attention to details or makes careless mistakes in schoolwork, at work, or during other activities (e.g., overlooks or misses details, work is inaccurate).
2. Often has difficulty sustaining attention in tasks or play activities (e.g., has difficulty remaining focused during lectures, conversations, or reading lengthy writings).
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