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Article: Beaver blitz moves share, Rozerem still sleeping.(NEWS)(Brief article)
- Article from:
- Medical Marketing & Media
- Article date:
- July 1, 2007
- Author:
CopyrightCOPYRIGHT 2007 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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ROZEREM SALES were up 78% in the first quarter, and Takeda expects 2007 sales of the insomnia drug to surpass advertising costs.
That would be a first, as the company has spent more on consumer promotion--$100 million annually since consumer launch in July 2006--than it has reaped in sales. Rozerem has less than 3% of the US market, according to IMS Health figures cited by the Chicago Tribune.
Sanofi-Aventis' Ambien and Ambien-CR have about 77% of the market, followed by Sepracor's Lunesta with about 16% .Takeda is still spending less on ads than Sanofi-Aventis and Sepracor, though. In the first three months of this year, its DTC outlay hit $40 million, ...