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November 26, 2012
18:04 EDTTSPTTranscept Pharmaceuticals announces broadened Intermezzo strategy
Transcept Pharmaceuticals (TSPT) announced that Purdue Pharmaceutical Products, the Transcept U.S. commercialization partner for Intermezzo (zolpidem tartrate) sublingual tablet C-IV, is launching a national direct-to-consumer promotional campaign, including digital, print and television advertising to support Intermezzo commercialization. Intermezzo digital and print DTC campaigns began in November 2012 and television promotion is expected to begin in February 2013. Purdue has committed $19M to this consumer advertising campaign, and Transcept plans to provide an additional $10M. This $29M program will be primarily executed during the first six months of 2013. To reinforce the DTC promotional campaign, Purdue plans to utilize for the first time its established analgesic sales force, which consists of approximately 525 sales representatives, to promote Intermezzo to primary care prescribers and certain medical specialists. Purdue will continue to market Intermezzo to psychiatrists and other specialty prescribers with a specialty sales force of approximately 90 sales representatives who are exclusively devoted to Intermezzo.
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