NEW YORK: Takeda Pharmaceuticals launched a consumer marketing campaign July 17 for its sleep aid, Rozerem. Ketchum is doing PR for the drug.
Rozerem hit the market a year ago; however, Takeda decided to hold off on the consumer push until now because of the unique nature of the drug: Rozerem is the only sleep aid that the US Drug Enforcement Administration does not consider addictive.
"This is a call to action to let consumers know to speak to their physicians," said Jocelyn Gerst, senior manager of product PR for Takeda, "and to let consumers know that there is an option of a prescription sleep aid available that not only puts you to sleep, but enables you to do this without the fear of dependence. That is the nutshell of the campaign."
The tagline for the campaign is "Your dreams miss you." The ad spots feature an insomniac who, in one ad, has a conversation with Abraham Lincoln and a beaver at his kitchen table about his inability to sleep.
"It is very easy to speak about the unique attributes of this product, and we had to go one step further to create a unique campaign that would aptly represent that," added Gerst.
The print and broadcast advertisements are being supported by a Web site, www.rozerem.com, and Ketchum has been working on media outreach, as well as a word-of-mouth campaign.
Gerst noted that Takeda plans to measure the success of the campaign through response to the Web site and through continued monitoring of physician response to the initial outreach and education campaign that Ketchum has conducted over the past year.
"Our goal has been to extend the reach of our efforts by making people aware of the media," explained Gerst. "Ketchum is working on programs that are appropriate and help support the brand."
Rozerem targets the area of the brain that sets a person's internal clock. It regulates the 24-hour rhythms of the body and the sleep-wake cycle.