Sepracor hosts iPod giveaway in Lunesta CRM effort

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Sepracor has stepped up relationship marketing efforts for its sleep aid Lunesta, entering consumers in a sweepstakes to win a free Apple iPod shuffle in return for responding to a quick four-to seven-question Internet survey.
Consumers who have previously opted in to receive information about Lunesta received an e-mail from Sepracor this week to enter to win one of 10 Apple iPod Shuffles.A survey asks consumers if they have tried Lunesta and, based on their answer, poses a series of follow-up questions about their product knowledge or satisfaction. Additionally, survey participants are asked to submit their name and e-mail addresses to take part.
Consumer-oriented companies like Citibank, which offers a free iPod shuffle in exchange for opening a checking account, have employed similar marketing techniques.
Sepracor reported on Tuesday that Lunesta posted $83.5 million in second- quarter sales.
According to TNS Media, total ad spending in the prescription and OTC insomnia drug market reached $48 million during the first four months of 2005. That number marks a steady approach to the $68 million spent in 2004. At that rate, spending could top $146 million for the year, according to TNS.
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