POINT RICHMOND, Calif., Nov. 26, 2012 /PRNewswire/ -- Transcept Pharmaceuticals, Inc. (Nasdaq: TSPT) announced today that Purdue Pharmaceutical Products, L.P. ( Purdue), the Transcept U.S. commercialization partner for Intermezzo® (zolpidem tartrate) sublingual tablet C-IV, is launching a national direct-to-consumer (DTC) 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. Elements of the online DTC campaign will be available at www.myintermezzo.com later in December 2012.
Purdue has committed $19 million to this consumer advertising campaign, and Transcept plans to provide an additional $10 million. This $29 million 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.
Intermezzo is the first and only prescription sleep aid approved for use as needed for the treatment of insomnia when a middle-of-the-night awakening is followed by difficulty returning to sleep. Intermezzo is not indicated for the treatment of middle-of-the-night insomnia when the patient has fewer than four hours of bedtime remaining before the planned time of waking. Intermezzo was developed by Transcept and is the Company's first FDA approved product. Intermezzo is being marketed in the United States under the terms of a collaboration agreement between Transcept and Purdue."We are very excited to be working with our partner Purdue to launch the next phase of the Intermezzo commercialization plan," stated Glenn A. Oclassen, President and CEO of Transcept. "We expect that the DTC campaign will help educate consumers about Intermezzo's unique indication within the insomnia therapeutic category." "The new Intermezzo consumer advertising campaign supports our commitment to enhanced prescriber and patient education," commented John H. Stewart, President and CEO of Purdue. "We believe that Intermezzo addresses a significant medical need, and we remain committed to increasing awareness of Intermezzo and making the product available to those insomnia patients for whom it is appropriate." Important Safety InformationIntermezzo is contraindicated in patients with known hypersensitivity to zolpidem. Observed reactions with zolpidem include anaphylaxis and angioedema. Co-administration with Intermezzo and other CNS depressants increases the risk of CNS depression. Intermezzo should not be taken with alcohol. The use of Intermezzo with other sedative-hypnotics (including other zolpidem products) at bedtime or the middle of the night is not recommended.