Looking beyond the spin of Big Pharma PR. But encouraging gossip. Come in and confide, you know you want to! “I’ll publish right or wrong. Fools are my theme, let satire be my song.”
Email: jackfriday2011(at)hotmail.co.uk
Monday, July 17, 2006
Sleep Wars: Takeda start a $100 million DTC assault
Takeda is launching a nearly $100 million DTC ad campaign for its sleeping pill Rozerem using a dead president as its poster boy!
I can't even see the page from within my company's firewall: "Your security settings do not allow Web sites to use ActiveX controls installed on your computer". I'll try from home later. Funny/weird.
I was talking to a Takeda drug rep last week, and I asked her what she thought about DTC advertising. She told me that she didn't really approve of it, and that they waited for a year after Rozerem was approved before advertising it so the docs could become familiar with it. I tend to believe her -- she had no reason to lie since she wasn't actually selling anything when we were chatting. (She was a patient.)
To compete against Ambien and Lunesta, you pretty much have to advertise DTC. That said, Rozerem is a much more interesting drug than either of the other two (it's mechanism of action is completely different). I think it's probably going to either do spectacularly well, or bomb on some hithertofore unknown side effect in the next 3-4 years.
4 comments:
I can't even see the page from within my company's firewall: "Your security settings do not allow Web sites to use ActiveX controls installed on your computer". I'll try from home later. Funny/weird.
I was talking to a Takeda drug rep last week, and I asked her what she thought about DTC advertising. She told me that she didn't really approve of it, and that they waited for a year after Rozerem was approved before advertising it so the docs could become familiar with it. I tend to believe her -- she had no reason to lie since she wasn't actually selling anything when we were chatting. (She was a patient.)
To compete against Ambien and Lunesta, you pretty much have to advertise DTC. That said, Rozerem is a much more interesting drug than either of the other two (it's mechanism of action is completely different). I think it's probably going to either do spectacularly well, or bomb on some hithertofore unknown side effect in the next 3-4 years.
The only "more truthful" dead spokesperson Insider can think of is George Washington with a chopper in his hand.
Or am I getting the wrong Freudian connotation of the beaver in the ads.
Funny website, tho'!
fyi, here's the somewhat strange (but cool, I guess) online Rozerem ads --
http://adverlicio.us/rozerem_they_miss_you_728x90
Lots more online pharma ads here.
Enjoy!
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