Lunesta: A model for Pharmaceuticals

Lunesta has been one of the most successful drug launches in history, and the effort began 18 months before the product was approved by the FDA. If you're not familiar with the drug, it is a sleeping aid for insomnia. Presentation Slides Presentation Audio Timothy G. Healy gave an interesting presentation at Ad:Tech 2006 this week. He is the Executive Director of CNS Marketing for Sepracor (NOTE: CNS stands for Central Nervous System). Lunesta's approach had four interlocking gears:

1. Advertising
2. Database
3. Analytics
4. Relationship Marketing.

The key infrastructure elements were:

• Technology
• Customer Acquisition
• Coupon Infrastructure
• Paid and Organic Search

Lunesta was able to create a database of 100,000 potential customers starting long before the drug was approved by the FDA using a non-branded information site. The site educated people on issues surrounding insomnia. Very smart. Tim also offered the following 7 key success factors:

1. End-to-end visibility. Collect data at each step and develop profiles of your prospects
2. Make things interesting: "Serious doesn't have to be boring."
3. Create and use data. Use a "Give to Get" mentality.
4. Stay Connected: - Use Segmentation and email - GIVE GIVE GIVE - Stay consistent with offline message
5. Test and measure (NO EXCUSES)
6. Share risk with third party providers - This is a nod to co-presenter Prospectiv - Use third parties to help you craft a "simple, clear consumer message with compelling, relevant offers"
7. Manage the Brand