Lunesta, a Sleeping Dog Posted: July 25, 2006 Well, well, well. Sepracor, the pharmaceutical company that we love to hate for reneging on its pledge to comply with PhRMA's Guiding Principles for DTC advertising, said sales of its sleeping pill Lunesta will be lower than expected. Lunesta is a "dog," said David Southwell, Sepracor's chief financial officer, in an interview. OK, he really didn't say that exactly (but it was close). See what he really did say and why I think, as I predicted, this will change the focus of Lunesta DTC ads in the near future. See today's post to Pharma Marketing Blog. For more posts in related topic areas, see: DTC Advertising Sleep Aid Drugs If you wish to receive notice by email whenever a post is made to Pharma Marketing Blog, please subscribe. Enter your Email Address | Return to Pharma Marketing Blog Topics |