Purdue, Transcept Going DTC with Insomnia Drug Intermezzo
By Marie Powers
Wednesday, November 28, 2012
Purdue Pharmaceutical Products LP will commit $19 million to a six-month direct-to-consumer (DTC) advertising program for Intermezzo (zolpidem tartrate), the insomnia drug developed by Transcept Pharmaceuticals Inc., which is kicking in an additional $10 million toward the effort.
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