My son has ADHD...help!?

I have him on prescribed medication called concerta, but i don't feel like they are working anymore. He is getting less attentive everyday it seems like. I need to know what I can do to help him school and at home. He is in the 1st grade and can't even sound out a word because he can't pay attention to the teacher long enough to learn how. He is great in all other areas and terrific in math. At home, I have to tell him at least 10 times not to do something or to do something he gets so distracted. any tips?