Idorsia hit the marketing ground running with its insomnia launch, debuting an awareness campaign starring popular “Friends” actress Jennifer Aniston just days after its Quviviq approval in January. Now the insomnia brand hit shelves this week with a sales force rollout to physicians, digital and social media ads and plans for a direct-to-consumer campaign coming soon.
A field team of about 500 sales reps plus another 100 customer-facing medical affairs, market access and others are reaching out to physicians in the first wave of Quviviq marketing, said Patricia Torr, president and general manager of Idorsia US. About 75% of the target group of doctors are primary care, with psychiatry and a few other specialties making up the rest.
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