【medical-news】失眠者为求快速解决方案,不计代价
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Sleepless Want Quick Fix, No Matter the Consequences
Posted by Scott Hensley
Come bedtime, Americans want to fall asleep fast and don’t care much about side effects from drugs that will speed them on their way.
That’s the rub for Takeda Pharmaceutical, maker of Rozerem, a sleeping pill best known for its surrealistic ads featuring Abe Lincoln, a talking beaver and a deep-sea diver (pictured, left).
So far Takeda has been spending more than $100 million annually on consumer ads–an amount that exceeds sales of the drug, the Chicago Tribune writes this morning.
Rozerem is marketed as a safer alternative to top-selling sleeping pills, such as Sepracor’s Lunesta and Sanofi-Aventis’s Ambien, that come with warning labels about possible addiction. Rozerem, which doesn’t carry that risk, nonetheless has been slow to catch on because it’s gentler and not as immediately effective as competitors, the Tribune writes.
Rozerem “will not knock them out and not necessarily give the greatest effect the first night that they take it,” Dr. David Neubauer, associate director of the Johns Hopkins Sleep Disorder Center, tells the Tribune. (He’s been a consultant to Takeda and other makers of sleeping pills.) “Anybody who has taken Ambien, Lunesta, Sonata … they feel a sedating effect,” Neubauer says. “The major issue with Rozerem is that it is such a paradigm shift.”
Posted by Scott Hensley
Come bedtime, Americans want to fall asleep fast and don’t care much about side effects from drugs that will speed them on their way.
That’s the rub for Takeda Pharmaceutical, maker of Rozerem, a sleeping pill best known for its surrealistic ads featuring Abe Lincoln, a talking beaver and a deep-sea diver (pictured, left).
So far Takeda has been spending more than $100 million annually on consumer ads–an amount that exceeds sales of the drug, the Chicago Tribune writes this morning.
Rozerem is marketed as a safer alternative to top-selling sleeping pills, such as Sepracor’s Lunesta and Sanofi-Aventis’s Ambien, that come with warning labels about possible addiction. Rozerem, which doesn’t carry that risk, nonetheless has been slow to catch on because it’s gentler and not as immediately effective as competitors, the Tribune writes.
Rozerem “will not knock them out and not necessarily give the greatest effect the first night that they take it,” Dr. David Neubauer, associate director of the Johns Hopkins Sleep Disorder Center, tells the Tribune. (He’s been a consultant to Takeda and other makers of sleeping pills.) “Anybody who has taken Ambien, Lunesta, Sonata … they feel a sedating effect,” Neubauer says. “The major issue with Rozerem is that it is such a paradigm shift.”
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