Summary
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. The company says two new television 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. Stronger personal promotion efforts, combined with the two new DTC executions, helped Rozerem post its second straight quarter of modest growth.
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Takeda Sees New Rozerem Tact Pay Off
THE WHIMSICAL consumer campaign for Takeda's insomnia drug Rozerem has generated lot...
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