I got on the sleeping pill kick (from a marketing perspective, that is) after I seeing a quirky print ad for TheyMissYou.com on BART. It turned out to be part of a wider integrated campaign for Rozerem, a challenger brand in the so-called Insomnia Market from Takeda Pharmaceuticals of Japan.
It’s not a bad way to peak pique your curiousity, but the intial video front-end leads into a disappointing, text-driven experience. Prescription sleeping aids are a $2 billion a year business. Surely, I thought, better-known brands would be using the web to add depth and color to the vague and hurried narrative of the typical drug spot.
How wrong I was. Market leader Ambien’s site could serve as it’s own sleep aid (its patent is due to expire this year, opening the door to generic competitors).
Lunesta, the number two
brand, seems to have spent most of its $215
milllion advertising budget (TNS Media Intelligence) on those
butterfly-themed commercials. The site is flat and corporate, designed in-house by Sepracor.
Why the reluctance to make the web a priority?
Can we expect more from Pfizer, currently in the last stages of approval for Indiplon, another prescription sleeping pill?
Misha Cornes
Comments
Connections
Pfizer dumped the co-promote with Indiplon about 2 months back…The people who actualy made the drug will keep it and put it out next year. Looks like you will only have Abe Lincon, a Talking Beaver, and a Neon Luna Moth.
Thanks for the tip. Looks like Indiplon’s release took another step backward this week when the FDA issued a non-approval letter for the higher dose version. See http://www.fool.com/News/mft/2006/mft06090507.htm
“It’s not a bad way to peak your curiousity”
should be:
“It’s not a bad way to pique your curiousity”
It’s pique, not peak.
Thanks, grammarians. I’m glad someone is paying attention.
florida prescription vicodin no
florida prescription vicodin no