The Promotional Analysis of Ambien

Paper Summary:

In today's increasingly competitive and regulated pharmaceutical industry, a successful marketing campaign and company growth are directly linked to being able to understand and out-market the competition. Access to and control of information has always been a critical factor in successful marketing. To be competitive most pharmaceutical companies today need more than just one source when trying to promote their product. This paper focuses on one popular item in the pharmaceutical industry, the sleep aid Ambien. The paper looks at how it is being advertised in three different selected sources and the impact of these sources on its target audience.

Outline:
Abstract
Promotion Analysis
Conclusion

From the Paper:

"The product Ambien is reaching a turning point in the Product Life Cycle going from maturity on to a downward trend. Its sales are beginning to decline due to the introduction of similar products such as Lunesta. In addition, Ambien's patent is set to expire in 2007, and Sanofi-Aventis "is trying to hold on to blockbuster profits in the face of imminent competition from generics," The drug's maker took action by releasing new product Ambien CR, a new controlled-release prescription sleep medication that comes in two layers. The first layer dissolves quickly, to help you fall asleep fast. Then, the second layer dissolves slowly, to help you stay asleep. This step could possible extend the life of the product (Harder, 2005)."

Sample of Sources Used:

• Estafanous, J. (2006) Marketng Roadmap for Pharmaceutical Companies. Retrieved June 11, 2006 from http://www.estcomedical.com/assets/Documents/whitepapers/Pharma_061203.pdf
• Harder, B. (2005). Staring into the Dark. Science News Online. Retrieved June 11, 2006 from http://www.sciencenews.org/articles/20051126/bob9.asp
• Morris, B. (1999). Internet Ad Types. Jupitermedia Corporation. Retrieved June 9, 2006 from http://webdevelopersjournal.com/columns/types_of_ads.html
• Saul, S. (2006). Study Links Ambien Use to Unconscious Food Forays. The New York Times Company. Retrieved June 11, 2006 from http://www.nytimes.com/2006/03/14/health/14sleep.html?ex=1299992400&en=3e748dbfb153922c&ei=5088&partner=rssnyt&emc=rss

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