The maker of Ambien has begun a new ad campaign it hopes will reverse a sales slide triggered by reports that some patients couldn’t recall driving or eating while sleepwalking when using the prescription sleep aid.
The campaign Sanofi-Aventis SA launched Wednesday is likely to be the first salvo in what analysts predict will be a fierce advertising war in the market which has seen sales drop in the aftermath of the negative news. Sanofi’s Ambien is expected to have a new competitor by this summer when Pfizer Inc. and partner Neurocrine Sciences Inc. are slated to debut a new pill.
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