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All about calvinnbrewerlBUY SLEEPING PILLS - FREE RX, USA PHARMACY Sepracor's Lunesta, an insomnia drug known for its glowing moth icon, spent $75million on ads in the first quarter of 2008 vs. Among factors driving the drop, he says, are fewer drug launches, fear of government regulation and cuts by a few brands sleeping pills that had spent big. Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies) and Zelnorm (irritable bowel syndrome). The reports follow a well-publicized Harvard Medical School study that found consumer ads had little effect on prescription drug sales. Rival ad tracker Nielsen Monitor-Plus sleeping pills calculates the decline at 4.8% to $2.7 billion. Results sho that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," says Edward Law, lead That bodes ill for the magazines, newspapers and radio and TV outlets for which the ads have been a prescription for profits. "Throughout much sleeping medications of the early decade, it was growing at strong double-digit rates as pharmaceutical marketers become more comfortable and experienced with DTC advertising," says Jon Swallen, TNS senior vice president of research. Those declines are an abrupt reversal from the robust spending growth of a few years ago. By Laura Petrecca NEW YORK -- This could make media owners sick. Magazines and radio stations have seen the most drug ad decline. Pharmaceutical ad spending they count on to exceed $5 billion a year is losing its potency. $175million in that quarter in 2007. The site encourages consumers to keep an eye out for false or misleading ads and provides a demott to report violators. It launched a "Be Smart about Prescription Drug Advertising" area online at. Some major brands, such as Pfizer's Lipitor, have revamped ads under government pressure. TNS Media Intelligence puts the drop at 3.9% to $2.4 billion. (c) 2008 USA TODAY, a division of Gannett Co. Takeda Pharmaceuticals North America's Rozerem sleep |
