Article: Ads may jolt pill sales: The FDA approved Takeda Pharmaceuticals' Rozerem almost a year ago, but the firm held off heavy marketing of the insomnia pill until after talking about it with doctors. It has side effects, but it is.

Byline: Bruce Japsen

Jul. 16--Hoping to help Americans snooze while also putting to rest controversies dogging the crowded group of prescription sleeping pills, a Chicago-area drugmaker this week will launch a nearly $100 million consumer ad campaign for its insomnia pill. Takeda Pharmaceuticals North America Inc. on Monday will launch an ad campaign directed at consumers for its new sleeping pill, Rozerem, which the Food and Drug Administration approved last year as the first sleeping medication not designated as a controlled substance, therefore lacking potential for abuse. The company and studies indicate the drug lacks the risk of chemical abuse or ...

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