Sie sind auf Seite 1von 9

Ambien CR (Zolpidem Tartrate Extended Release Tablets)

Ambien Messaging Exploration


Message Topic Core Claim Directly from PI Decreased Wake Time

In a three week double blind, randomized, parallel group study of subjects ages (18 to 64). The efficacy of Ambien 12.5 mg was compared to a placebo. Ambien proved to decrease wake time significantly when compared to placebo. (PI/sec14.1 para 2)

Hierarchy and Active Voice

Ambien 12.5 mg significantly decreased wake time compared to placebo.

Say it in as few words as possible Patient Benefit

Ambien helps patients fall asleep faster.

Patients fall asleep faster, so they can avoid tossing and turning all night.

Physician Benefit

Rest assured, your patients will rest better.

Human Truth

There's nothing worse than trying to fall asleep and not being able to.

Promotional Headline

If you count sheep, you'll have to count fast. A lullaby for your limbic midbrain. Less time falling asleep, more time being asleep. A faster route to La La land.

Visual Ideas

Counting Sheep. Out of work sheep. La La Land express train. Hybrid Stopwatch/Alarm Clock.

Messaging From Every Angle: Increased Wakefulness


Core Claim Directly from PI
Patients showed increased wakefulness the next morning when using Ambien CR compared to placebo groups. (PI/sec14.1 para4)

Hierarchy and Active Voice

Ambien CR increased next day wakefulness when compared to placebo groups.

Say it in as few words as possible

Ambien CR improves next day wakefulness.

Patient Benefit

Ambien CR allows patients to wake up with less grogginess.

Physician Benefit

Help your patients wake up with a clear head.

Human Truth

Ambien CR lets you wake up with a clear head, because who wants to walk around in a fog all day? Without a good nights sleep youre a fraction of yourself. Go wake the roosters up. Rise and shine. Good morning.

Promotional Headline

Visual Ideas

Happy sunrise Clearing the fog Completing the Sunday crossword

Messaging From Every Angle: No Dose Increase Needed


Core Claim Directly from PI Ambien CR showed no need for dose increase over a 24 week trial. (PI/sec14.1 para5)

Hierarchy and Active Voice

Ambien CR dosage did not need to be changed over a 24 week trial.

Say it in as few words as possible

Ambien CR dose did not change over time.

Patient Benefit

The dose you start with is the dose you stay with. With Ambien CR, theres no need to adjust patients dosage over time.

Physician Benefit

Human Truth

Ambien CR allows you to sleep with just one low dose, because you have enough on your mind.

Promotional Headline

One Pill. No Change. One dosage you can rely on.

Visual Ideas

Single pill sculpture carved in stone Patient sleeping with a giant foam #1 finger

Messaging From Every Angle: Vigilance, memory, and motor function


Core Claim Directly from PI In five separate clinical trials, Ambien CR proved to be safe in regards to next day vigilance, memory and motorfunction. (PI/sec14.2 para 2)

Hierarchy and Active Voice

Ambien CR has been proven safe in next day vigilance, memory and motor function.

Say it in as few words as possible

Ambien CR did not effect next day ADLs.

Patient Benefit

Ambien CR showed no next day side effects, so patients can function normally. Prescribe with confidence. Help patients sleep without impacting their next day functioning. Ambien CR wont leave you feeling hung over the next day so you can get on with your life. A good night shouldnt have to mean a bad next day. Patient going to work on roller skates. Eating breakfast on a balance beam.

Physician Benefit

Human Truth

Promotional Headline Visual Ideas

Messaging From Every Angle: MOA


Core Claim Directly from PI
Due to the Bi phasic absorption in the GI tract, Ambien works quicker and lasts longer than other like products in its class (PI/sec12.3 para2/3)

Hierarchy and Active Voice

With biphasic absorption, Ambien CR works more quickly and lasts longer compared to like products.

Say it in as few words as possible

Ambien CR works faster and lasts longer than others.

Patient Benefit

Patients can fall asleep faster and stay asleep longer. Designed with your patients needs in mind. What good is falling asleep if youre only going to wake right up again?

Physician Benefit Human Truth

Promotional Headline

More time to sleep, more time to dream. Works fast, and lasts. Fall asleep. Stay asleep. Fast when you need it. Slow when you need it. Sleep like clockwork.

Visual Ideas

The Tortoise and the Hare The Sprinter and the Marathoner

Messaging From Every Angle: Geriatric Dosing


Core Claim Directly from PI A lower dose of 6.25mg is recommended for patients 64 years and older due to potential sensitivity.(PI/sec12.3 para 8)

Hierarchy and Active Voice

Older patients should take Ambien CR6.25 is recommended due to the potential for sensitivity.

Say it in as few words as possible

Ambien 6.25mg is used in older patients.

Patient Benefit

Ambien 6.25 mg is used in patients 64 years and older. This lower dose reduces the chance of sensitivity with the same results.

Physician Benefit

Because the patients 64 years and older could potentially show sensitivity, a lower dose with the same results has been designed.

Human Truth

Ambien 6.25mg is designed for older populations with sleep disorders, because some patients need a more sensitive dose.

Promotional Headline

When youre on in years and cant sleep, let Ambien 6.25mg put you to bed. There is nothing worse than a bad lifes sleep

Visual Ideas

Sing you to sleep Sensitive patients Geriatric approved Safe for older patients