Sepracor Estorra DTC Campaign Will Follow Product Launch
This article was originally published in The Pink Sheet Daily
Executive Summary
The direct-to-consumer ads will commence once Estorra's "profile" is known by doctors, Sepracor says. The company plans to at least match the estimated $60 mil. in DTC spend for Sanofi-Aventis' insomnia drug Ambien.
You may also be interested in...
Sepracor Insomnia Spot Suggests Lunesta “Product And Use” Ads Coming Soon
The unbranded spot tells patients suffering from insomnia to stay tuned for more information coming April 24 about “something on its way that could change your nights.” The ad first aired April 10. Sepracor is also planning to discuss labeling revisions with FDA based on its second six-month trial.
Sepracor Insomnia Spot Suggests Lunesta “Product And Use” Ads Coming Soon
The unbranded spot tells patients suffering from insomnia to stay tuned for more information coming April 24 about “something on its way that could change your nights.” The ad first aired April 10. Sepracor is also planning to discuss labeling revisions with FDA based on its second six-month trial.
Sepracor Insomnia Agent Lunesta Priced At Premuim To Ambien
Lunesta, formerly Estorra, has AWP of $3.70 for 1 mg, 2 mg and 3 mg tablets; Sanofi-Aventis’ Ambien has AWP of $2.50 for 5 mg tablet and $3.07 for 10 mg tablet. DTC campaign will highlight Lunesta’s duration of action.