New treatment enters Rx sleep aid market

Share this article:
A new insomnia treatment entered the increasingly competitive insomnia market Friday as the FDA approved Takeda Pharmaceuticals' Rozerem. What sets Rozerem apart from its competition is the fact that the drug is the first prescription sleep aid not designated as a controlled substance. The drug works differently than its competitors by stimulating melatonin receptors in the brain.
Takeda said Rozerem would be available in pharmacies by late September.
According to TNS Media, total ad spending for prescription and OTC treatments reached $48 million during the first four months this year suggesting spending will easily exceed to the $68 million spent in 2004 and could go $146 million for the year.
Sepracor's sleep aid Lunesta, averaged about 60,000 new prescriptions per week after its launch in April and posted $83 million in second quarter sales.
The newer entrants to the market are aiming to topple Sanofi-Aventis' Ambien, which accounts for $1.9 billion of the $2.1 billion U.S. prescription sleep aid market.
Share this article:
You must be a registered member of MMM to post a comment.

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...