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Article: Sleeping pill wars to feature ad blitz; Ambien and Lunesta are expected to get a new competitor
- Article from:
- Telegraph - Herald (Dubuque)
- Article date:
- April 2, 2006
- Author:
CopyrightCopyright 2006 Telegraph - Herald (Dubuque). Provided by ProQuest LLC. (Hide copyright information)
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NEW YORK - The maker of Ambien has begun a new ad campaign it
hopes will reverse a sales slide triggered by reports that some
patients couldn't recall driving or eating while sleepwalking when
using the prescription sleep aid.
The campaign Sanofi-Aventis SA launched Wednesday is likely the
first salvo in what analysts predict will be a fierce advertising war
in a market that has seen sales drop in the aftermath of the negative
news. Sanofi's Ambien is expected to have a new competitor by this
summer when Pfizer Inc. and partner Neurocrine Sciences Inc. are
slated to debut a new pill.
Analysts expect the ads to flood the media just as the commercials
for erectile dysfunction treatments like ...