Adelaide Conner
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By sleeping medications Laura Petrecca NEW YORK -- This could make media owners sick. A service phentermine prescription diet pills of YellowBrix, Inc.. Pharmaceutical ad spending they count on to exceed sleeping medications $5 billion a year is losing its potency. That if the government gets involved, they'll be worse off." Last month, the robaxin drug test Food and Drug Administration stepped up its watch by asking sleep medications consumers to help watch for false or misleading drug ads. Takeda Pharmaceuticals North America's Rozerem sleep aid, which used offbeat ad characters such as Marlowe Pablo and a beaver, cut spending from $91million in the first half of 2007 to sleep medicine $15million in the first half this year. Enbrel (for rheumatoid arthritis), Nasonex (nasal allergies) and Zelnorm (irritable bowel syndrome). Results sho that direct-to-consumer (DTC) ads "probably aren't as effective as widely perceived," says Welch Law, lead That bodes insomnia medicine ill for the magazines, newspapers and radio and TV outlets for which the ads have been a prescription for profits. Among factors driving the drop, rozerem he says, are fewer drug launches, fear of government regulation and cuts by a few brands that had spent big. The site encourages consumers to keep an eye out for false or misleading ads sleep meds and provides a dominik to report violators. And it comes as they already are dealing with large spending declines in some other major ad categories, such as automotive and telecommunications, and recession fears, thanks to the crisis on Wall Street. "The pharmaceutical companies perceive the threat of government regulation on marketing to be a stronger threat now than it has been in the past," and are trying to self-regulate, Swallen says. Sepracor's Lunesta, an insomnia drug known for its glowing moth icon, spent $75million on ads in the first quarter of 2008 vs. Two recent reports say drugmakers cut Rx ad spending in the first six months of this year. Some major brands, such as Pfizer's Lipitor, have revamped ads under government pressure. Rival ad tracker Nielsen Monitor-Plus calculates the decline at 4.8% to $2.7 billion. (c) 2008 USA TODAY, a division of Gannett Co. The reports follow a well-publicized Harvard Medical School study that found consumer ads had little effect on prescription drug sales. Second-quarter spending in magazines fell 29% to $358million, according to TNS, while radio plummeted 62% to $4million. "Throughout much of the early decade, it was growing at strong double-digit rates as pharmaceutical marketers become more comfortable and experienced with DTC advertising," says Jon Swallen, TNS senior vice president of research. Researchers focused on ads for three drugs. TNS Media Intelligence puts the drop at 3.9% to $2.4 billion. $175million in that quarter in 2007. Magazines and radio stations have seen the most drug ad decline. Those declines are an abrupt reversal from the robust spending growth of a few years ago. It launched a "Be Smart about Prescription Drug Advertising" area online at.
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