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The green Luna moth that twinkles through TV ads for the sleeping pill Lunesta (eszopiclone) has been a hard insect to ignore. Since the April 2005 rollout of the drug, its manufacturer, Sepracor, has spent $227 million, making Lunesta the drug most frequently advertised to the public last year. That seems to have forced the market leader, Ambien (zolpidem), to buy more ad time and shore up its spot as the 14th-most-prescribed drug in the U.S.
The ad blitz may be working. Pharmacists filled 43 million prescriptions for sleep drugs in 2005; that's a 32 percent increase from 2001.
Does this mean the U.S. is in the throes of a huge sleep crisis? And if so, is a sleeping pill really the best way to cope?
To help you decide, a new report from the Consumer Reports Best Buy Drugs public information initiative examined how sleeping pills stack up against one another (see table, on facing page) and against other techniques for improving sleep. The report is the latest in a series that recommends drugs for such problems as heartburn, high blood pressure, and pain, based on the scientific analysis of the Drug Effectiveness Review Project. Fifteen states fund that project and use the findings to decide which drugs to cover in their Medicaid programs. CR Best Buy Drugs reports can be downloaded free at www.ConsumerReports.org/health.
According to the latest CR Best Buy Drugs report, on insomnia, Americans may be jumping to pills too soon when safer remedies are available. Most sleeping pills have side effects ranging from dependency to rebound insomnia, in which symptoms return and may even worsen after the person stops taking the pills.
Yet the drug ads imply that medication is the best remedy for sleep problems. "Now anyone with trouble falling asleep is being told they have a medical problem that may require a medical solution," says Steven Woloshin, M.D., part of a research team at the VA Medical Center in White River Junction, Vt., that has studied the communication of medical information to patients.
NIGHT AFTER NIGHT?