How to waste $100 million

Jun/15/2007 10:27 Filed in: Current DTC
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According to an article in today's Chicago Tribune Rozerem is "barely making a dent" in the prescription sleep market (DUH!). Let's see spend over $100 dollars on a DTC campaign that is horribly bad and then sit back and wonder why you have not made a dent in the sleep market? Earth to Takeda: It's about the point of difference NOT the fact that Abe Lincoln and a beaver say your dreams miss you !



When we launched Cialis, with over $100 million in DTC, we had a clear point of difference than competitors. When I left Lilly Cialis was generating $500 million in worldwide sales and had established itself in second place in the competitive ED market even thought we were last to market. Rozerem has chosen a different path that can only leave one to wonder what the hell is going on with their marketing people. Recent research has indicated that in fact the Rozerem spots remain high in recall but here is something that they may not know : that recall does not always translate to sales !


"The commercial is cute, but it is just not effective," said Leslie Auerbach, 56, of Lincolnshire, who has taken Rozerem. "If I am going on an overseas flight I take Ambien because I want to sleep. People I talk to know it works, and they want to be knocked out and they want a good night's sleep."


"We are patient and we know it takes time," said Andy Hull, senior vice president of marketing at Takeda. "We think it is important to educate patients about a safer insomnia product.


Patient? 3% share and $100 million and your going to tell executive management that it takes patience? If I were Andy I would be getting my resume together and by the way maybe Marketing isn't where your talent lies.

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