STAMFORD, CT: Purdue Pharma is preparing an initiative to promote insomnia drug Intermezzo directly to consumers.
The multifaceted campaign, which will include both earned and paid media components, will kick off at the beginning of next year. The company will unveil some elements of the online direct-to-consumer effort on MyIntermezzo.com next month.
The drug was approved about a year ago, but regulation dictates that there must be a lag between approval and direct-to-consumer outreach. In the meantime, the company has ...