The company in question is Merk, and they have a long history of actively promoting public awareness of whatever disease they want to make money off. Usually the disease info comes about a year prior to the release of the product. I read a book that details this process and gives plenty of historical examples, but at the moment I can't recall the title or author. Argh memory. But I do believe that a large part of pharmaceutical drug marketing is anonymous media that prepares the market to be receptive to the drug, by creating an atmosphere of fear and uncertainty with regard to a risk.

Aside: ADHD sure is a POPULAR myth, isn't it?