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Article: Takeda sees new Rozerem tact pay off.(DTC REPORT)(Takeda Pharmaceuticals North America Inc.)(Brief article)
- Article from:
- Medical Marketing & Media
- Article date:
- September 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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THE WHIMSICAL consumer campaign for Takeda's insomnia drug Rozerem has generated lots of buzz, but not the kind of recognition that generally leads to new patient starts. That may be changing.
While the original goal of the effort, by Chicago's Cramer-Krasselt and Abelson Taylor, was to cut through the blizzard of Ambien and Lunesta ads, Takeda said it's evolving the campaign to drive trials of Rozerem.
The company says two new TV spots that debuted this year featuring the same offbeat cast of dream-inspired characters have prompted more patients to actually mention Rozerem by name when discussing treatment options with their physician.
"In the ...