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Big Pharma's Rx to Rise and Shine.
(From BusinessWeek Online)
Byline: Amy Tsao
Investors and insomniacs can rest easy: The Food & Drug Administration approved Lunesta, Sepracor's (SEPR) new drug for sleeplessness, on Dec. 15. Unlike rival drugs, including Sanofi-Aventis' (SNY) blockbuster Ambien, the new product has a label that doesn't warn against using it for longer than two weeks. Lunesta also claims another advantage: With Ambien, most troubled sleepers can get to sleep, but they often wake up in the middle of the night. The older sleep drugs, called benzodiazepines, pack a knock-out punch and can be addictive. According to David Southwell, Sepracor's chief financial officer, Lunesta "bridges the two" types of sleep aids.
Sepracor plans to back Lunesta with intense marketing and to play up data on safety and effectiveness from the six-month trial. The outfit says it will spend $60 million on consumer-marketing efforts…
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