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Article: Takeda campaign touts Rozerem to consumers.(Takeda Pharmaceuticals)(Brief article)
- Article from:
- PR Week (US)
- Article date:
- July 24, 2006
CopyrightCOPYRIGHT 2006 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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NEW YORK: Takeda Pharmaceuticals launched a consumer marketing campaign July 17 for its sleep aid, Rozerem. Ketchum is doing PR for the drug.
Rozerem hit the market a year ago; however, Takeda decided to hold off on the consumer push until now because of the unique nature of the drug: Rozerem is the only sleep aid that the US Drug Enforcement Administration does not consider addictive.
'This is a call to action to let consumers know to speak to their physicians,' said Jocelyn Gerst, senior manager of production PR for Takeda, 'and to let consumers know that there is an option of a prescription sleep aid available that not only puts you to sleep, but ...