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.
You may also be interested in...
King Lowers Sonata Forecast, Citing Increased Competitive Activity
King takes $126.9 mil. charge in the second quarter related to Sonata; quarterly sales of the sleep aid are up due to inventory reductions.
King Lowers Sonata Forecast, Citing Increased Competitive Activity
King takes $126.9 mil. charge in the second quarter related to Sonata; quarterly sales of the sleep aid are up due to inventory reductions.
Sanofi-Aventis Eyes Summer Launch For Ambien CR
Discussions with FDA following an "approvable" letter for the sleep therapy have revolved around labeling for treatment duration, the company says. A summer launch would put Ambien CR's introduction several months behind that of Sepracor's Lunesta, which entered the insomnia market in early April.