Lunesta ads not lulling people to sleep
Executive Summary
Television ads for Sepracor's insomnia agent Lunesta are the top two most recalled new prescription drug ads from the 2006/2007 TV season, according to a survey by IAG Research. Lunesta DTC ads, which feature a luna moth, were most effective at stimulating brand recall last year as well (1"The Pink Sheet" Dec. 4, 2006, p. 12). Pfizer and Schering-Plough's allergy medicines Zyrtec and Nasonex came in third and fourth respectively, and another sleep aid, Takeda's Rozerem, scored fifth highest on the recall index. Three cholesterol-lowering therapies - Pfizer's Lipitor, AstraZeneca's Crestor and Merck/Schering-Plough's Vytorin - tie for sixth...
Television ads for Sepracor's insomnia agent Lunesta are the top two most recalled new prescription drug ads from the 2006/2007 TV season, according to a survey by IAG Research. Lunesta DTC ads, which feature a luna moth, were most effective at stimulating brand recall last year as well (1 (Also see "Sepracor Lunesta Ads Are Top At Brand Recognition, IAG Research Finds" - Pink Sheet, 4 Dec, 2006.), p. 12). Pfizer and Schering-Plough's allergy medicines Zyrtec and Nasonex came in third and fourth respectively, and another sleep aid, Takeda's Rozerem , scored fifth highest on the recall index. Three cholesterol-lowering therapies - Pfizer's Lipitor , AstraZeneca's Crestor and Merck/Schering-Plough's Vytorin - tie for sixth.... |