Another change is the emphasis on mechanism of action, reports FiercePharma.

“The original ad served its purpose. We were a very late entrant to the market, and at the time, the team felt we needed to break through,” said Doug Black, U.S. marketing leader for insomnia at Merck. “What we’ve learned since then as we’ve listened to our consumers, is that to reach a broader audience, we needed to find a more empathetic message.”