The last is a continued emphasis on understanding prescriptions from the patient's point of view—and why patients might (or
might not) comply with a drug's dosing.
Insomnia Marketers Not Asleep at the Switch (But Consumers May Be Asleep at the Wheel)
One thing's for sure—insomnia marketers weren't asleep when it came to driving DTC advertising in 2006. According to TNS Media
Intelligence, the brand team for Sepracor's Lunesta (eszopiclone) spent the biggest bucks on consumer advertising, knocking
AstraZeneca's heartburn drug Nexium (esomeprazole) right out of first place—and into fifth. Rival Sanofi-Aventis's Ambien
CR (zolpidem) followed hot on the heels of Lunesta in terms of spending. Still another sleep aid, Takeda's Rozerem (ramelteon),
debuted on the high-spenders list, coming in 12th. Insomnia drugs, according to David Kweskin, senior vice president and practice
area leader for TNS, have become the new cholesterol drugs: They are fiercely jockeying for market share in a crowded category.
"When Lunesta first stepped in, it forced a reaction from Ambien," Kweskin says. "Then Ambien CR stepped in, so Rozerem stepped
David Kweskin, TNS
The more visible the ads, the more scrutiny they receive. FDA recently ordered sleep-aid makers to warn consumers of the risk
of "severe allergic reactions and complex sleep-related behaviors, which may include sleep-driving." (Yes, driving in your
With this cross-category warning, marketers must differentiate their respective products from the pack. "But being unique
is not tantamount to success," warns Kweskin, pointing to Rozerem's quirky ads featuring a talking beaver. "They grab your
attention—but does it create recall?"