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King Sonata DTC Campaign To Highlight Middle-Of-Night Dosing

This article was originally published in The Pink Sheet Daily

Executive Summary

The company seeks to exploit the benefit of middle-of-the-night dosing for zaleplon through a direct-to-consumer campaign. Ads for Sepracor's Lunesta and Sanofi-Aventis' Ambien will help grow the insomnia category rather than take share away from Sonata, King exec predicts.

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