July 17, 2006

Physicians who treat insomnia may soon find their patients asking for a new medication. After a year of marketing the insomnia medication Rozerem to physicians, the drug maker Takeda Pharmaceuticals North America, Lincolnshire, Ill, is taking its message direct to consumers with an advertising campaign launching today.

Takeda developed the campaign in partnership with the advertising agencies Cramer-Krasselt and Abelson-Taylor. It is called “Your Dreams Miss You” and will focus on the problem of insomnia and next day effects—and, of course, how Rozerem can help. The advertisements will run in print, online, and broadcast media nationwide.

Rozerem is the brand name for the drug ramelteon, a melatonin receptor agonist, with high binding affinity at the melatonin MT1 and MT2 receptors. According to Takeda, the activity of ramelteon at the MT1 and MT2 receptors is believed to contribute to its sleep-promoting properties, as these receptors, acted upon by endogenous melatonin, are thought to be involved in the maintenance of the circadian rhythm underlying the normal sleep-wake cycle.

The Food and Drug Administration approved Rozerem a year ago, and it is the first prescription sleep medication that is not scheduled as a controlled substance. For more information about Rozerem, visit Takeda’s Web site for the drug at www.rozerem.com/index.aspx.