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.
Sepracor hosts iPod giveaway in Lunesta CRM effort
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.