Rozerem DTC campaign to launch this summer

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Takeda Pharmaceuticals North America is set to begin marketing its prescription insomnia drug, Rozerem, to consumers this summer. Ads from Chicago’s Cramer-Krasselt and AbelsonTaylor will start running in July. “We are absolutely committed to doing a broad-reaching, full-scale DTC campaign,” Tim Rudolphi, Takeda director of neuroscience marketing, told MM&M. Rozerem (ramelteon) was approved last August and hit pharmacy shelves the following month. AbelsonTaylor handled professional advertising from there, educating physicians about its unique mechanism of action and lack of abuse potential. With the DTC phase starting, Rudolphi said his company will spend considerably less than rivals Sepracor, which markets Lunesta (eszopiclone), and Sanofi-Aventis, which markets Ambien (zolpidem) and a controlled release version, Ambien CR. That could translate into less emphasis on mass-media venues than on targeted ones, although the campaign will include television, print, Web, direct mail and other channels, he said. A consumer Web site, rozerem.com, went live recently.

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