Are teaming up to develop indiplon, a GABA-receptor drug that hasn’t yet been given a brand name, and Japan-based Takeda Pharmaceuticals is lunesta prescription developing Rozerem, a drug that interacts with the natural hormone melatonin. Sanofi-Aventis boosted DTC promotion for its Ambien franchise from $2 million to $160 million to support the launch of a new extended-release version, Ambien CR. As of press time, data for the full fourth quarter were not Lunesta prescription available, both data firms said. Rounding out the top ten were spots for GSK’s Boniva; Merck/Schering-Plough’s Vytorin; Merck’s Fosamax; and GSK’s Lunesta prescription valtrex. The poll gets treated as news, and this year it got good news coverage (at least twenty-four stories by CJR’s count). The French giant owned nearly 90% of a market it had spent almost two decades shaping. Primary care physicians often neglect to raise lunesta prescription the issue, and when they do, it happens as patients get up to leave the exam room. The poll, released in March, found that 75 percent of adult respondents said they had frequent difficulty sleeping, a problem serious enough, they said, to affect their sex lives. Regulatory approval later this year or early next year: Pfizer Inc. Sepracor is expecting $30 million in pipeline-fill sales of Lunesta, which is projected to generate $145 million in 2004 sales, according lunesta prescription to Morgan Stanley analyst Marc Goodman. Only about a third of sufferers are actually diagnosed with insomnia, and a small fraction of those are treated with prescription medication. Patients complaining of chronic nightly sleeplessness were being lunesta prescription treated with medicines that were only for short-term use. And Plavix marketers Sanofi and Bristol-Myers Squibb amped up spending by 15% to lessen the impact from the brief generic clopidogrel launch. -Marc Iskowitz Lunesta was the first in a wave of new entrants to the category. Sepracor had increased its DTC outlay for Lunesta by about $120 million or about 70% through October as compared to the same period in 2005, per Nielsen. Too often they get industry-sponsored sources of information that look like they are from unbiased, scientifically driven public-interest groups when in fact they are thickly veiled marketing activities. TWO ADS for Lunesta’s Sepracor ranked as the most-recalled new prescription drug spots of 2006, followed by two spots for Novartis’ Zelnorm, according to Lunesta prescription a survey by IAG Research. Consumer Reports also called into question claims of superior effectiveness and tolerability for the newer drugs. The prescription insomnia field had long been dominated by one brand.