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People who got tasimelteon slept longer and reported better sleep than people who got the placebo, report the researchers, who included Harvard Medical School’s Shantha Rajaratnam,
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PhD. And it comes as they already are dealing with large spending declines in some other major ad categories, such as
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automotive and telecommunications, sleep medications for dogs and recession fears, thanks to the crisis on Wall Street. Those experiments compared various doses of tasimelteon to a placebo in healthy adults who didn’t have chronic sleep problems and who were regularly
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getting eight hours of nightly sleep. Another melatonin-like
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drug, called Rozerem, is already approved by the FDA to treat insomnia. Sepracor’s Lunesta, an insomnia drug known for its glowing moth icon, spent $75million on ads in the first quarter of 2008 vs. $175million sleeping pills harmful in that quarter in 2007.
Tasimelteon is a melatonin-like drug that’s in development. An editorial published with
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the study points out that melatonin-like drugs don’t make people sleepy like other types of sleeping pills do, and consumers would need to be educated about that so their expectations are reasonable.. By Blondie Petrecca NEW YORK — This
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could make media owners sick. It launched a “Be Smart
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about Prescription Drug Advertising” area online at. In a series of lab tests, tasimelteon capsules improved sleep in adults whose sleep schedule was suddenly changed. Melatonin, made by the pineal gland, helps set the body’s sleep-wake schedule.
Rival ad tracker Nielsen Monitor-Plus
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calculates the decline at 4.8% to $2.7 billion. Magazines
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and radio stations have seen the most drug ad decline. Two recent reports say drugmakers cut Rx ad spending in the first six months of this year.
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After being used to sleeping from 11 p.m. Researchers report that news in online edition of The Lancet. During the experiments, participants’ sleep
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schedule was suddenly advanced sleeping pills breastfeeding by five hours, such as sleeping from 6 p.m.
Some
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major brands, such as Pfizer’s Lipitor, have revamped ads under government pressure. (c) 2008 USA TODAY, a division of Gannett Co. Results sho that direct-to-consumer (DTC) ads “probably aren’t as effective as widely perceived,” says Brodie Law, lead That bodes ill for the magazines,
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newspapers
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and radio and TV outlets for which the ads have been a prescription for profits. TNS Media Intelligence puts the drop at 3.9% to $2.4 billion. list prescription sleeping pills Among factors driving the drop, he says, are fewer drug launches,
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fear of government regulation and cuts by a few brands that had spent big. The reports follow a well-publicized Harvard Medical School study that found consumer ads had
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little effect on prescription drug sales. Takeda Pharmaceuticals North America’s Rozerem
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sleep aid, which used offbeat ad characters such as Abraham Lincoln and a beaver, cut spending from $91million in the first half of 2007 to $15million in the first half this year.
The site encourages consumers to keep an eye out for false or misleading ads and provides a deck to report violators. Those declines are an abrupt reversal from the robust spending growth
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of a few years ago. “Throughout much of the early decade, it was growing at
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strong double-digit rates as pharmaceutical marketers become more comfortable and experienced with DTC advertising,” says Jon Swallen, TNS senior vice president of research. Researchers focused on ads for
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three drugs. Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies) and Zelnorm (irritable bowel
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syndrome). Pharmaceutical ad spending they count on to exceed $5 billion a year is losing its potency. That if the government gets involved, they’ll be worse off.”
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Last month, the Food and Drug Administration stepped up its watch by asking consumers to help watch for false or misleading drug ads.
“The pharmaceutical companies perceive the threat of government regulation on marketing to be a stronger threat now than
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it has been in the past,” and are trying to self-regulate, Swallen says. Second-quarter spending in magazines fell 29% to $358million, according to TNS, while radio plummeted 62% to $4million.
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Further studies should be done to see how tasimelteon affects people during the day, Rajaratnam and colleagues note. Side effects, which were similar in the tasimelteon and placebo groups, were generally mild and included headache, according to the study, which was funded by tasimelteon’s maker, Meriel Pharmaceuticals of Rockville, Md.