RobinHawkey Ambien

7/27/2019 RobinHawkey Ambien

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Ambien CR (Zolpidem Tartrate Extended ReleaseTablets)

Ambien Messaging Exploration

Message Topic Decreased WakeTime

Core Claim Directlyfrom PI

In a three week double blind, randomized, parallelgroup study of subjects ages (18 to 64). Theefficacy of Ambien 12.5 mg was compared to aplacebo. Ambien proved to decrease wake timesignificantly when compared to placebo. (PI/sec14.1para 2)

Hierarchy and ActiveVoice

Ambien 12.5 mg significantly decreased waketime compared to placebo.

Say it in as few words aspossible

Ambien helps patients fall asleep faster.

Patient Benefit Patients fall asleep faster, so they can avoidtossing and turning all night.

Physician Benefit Rest assured, your patients will rest better.

Human Truth There's nothing worse than trying to fall asleepand not being able to.

PromotionalHeadline

If you count sheep, you'll have to count fast.

A lullaby for your limbic midbrain.

Less time falling asleep, more time beingasleep.

A faster route to La La land.


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Visual Ideas Counting Sheep.

Out of work sheep.

La La Land express train.

Hybrid Stopwatch/Alarm Clock.


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Messaging From Every Angle: Increased Wakefulness

Core Claim Directly from PI Patients showed increased wakefulnessthe next morning when using Ambien CRcompared to placebo groups. (PI/sec14.1para4)

Hierarchy and Active Voice Ambien CR increased next daywakefulness when compared toplacebo groups.

Say it in as few words as possible Ambien CR improves next daywakefulness.

Patient Benefit Ambien CR allows patients to wake upwith less grogginess.

Physician Benefit Help your patients wake up with a clearhead.

Human Truth Ambien CR lets you wake up with a

clear head, because who wants to walkaround in a fog all day?

PromotionalHeadline

Without a good nights sleep youre afraction of yourself.

Go wake the roosters up.

Rise and shine.

Good morning.

Visual IdeasHappy sunrise

Clearing the fog

Completing the Sunday crossword


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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 bechanged over a 24 week trial.

Say it in as few words as possible Ambien CR dose did not change overtime.

Patient Benefit The dose you start with is the dose youstay with.

Physician Benefit With Ambien CR, theres no need toadjust patients dosage over time.

Human Truth Ambien CR allows you to sleep withjust one low dose, because you have

enough on your mind.

PromotionalHeadline

One Pill. No Change.

One dosage you can rely on.

Visual IdeasSingle pill sculpture carved in stone

Patient sleeping with a giantfoam #1 finger


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Messaging From Every Angle: Vigilance, memory, and motorfunction

Core Claim Directly from PI In five separate clinical trials, AmbienCR proved to be safe in regards to nextday vigilance, memory and motor-function. (PI/sec14.2 para 2)

Hierarchy and Active Voice Ambien CR has been proven safe innext day vigilance, memory and motorfunction.

Say it in as few words as possible Ambien CR did not effect next dayADLs.

Patient Benefit Ambien CR showed no next day sideeffects, so patients can functionnormally.

Physician Benefit Prescribe with confidence.

Help patients sleep without impactingtheir next day functioning.

Human Truth Ambien CR wont leave you feelinghung over the next day so you can geton with your life.

PromotionalHeadline

A good night shouldnt have to mean abad next day.

Visual Ideas Patient going to work on roller skates.Eating breakfast on a balance beam.


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Messaging From Every Angle: MOA

Core Claim Directly from

PI

Due to the Bi phasic absorption in the GI tract, Ambienworks quicker and lasts longer than other like productsin its class (PI/sec12.3 para2/3)

Hierarchy and Active Voice With biphasic absorption, Ambien CR works morequickly and lasts longer compared to like products.

Say it in as few words aspossible

Ambien CR works faster and lasts longer thanothers.

Patient Benefit Patients can fall asleep faster and stay asleeplonger.

Physician Benefit Designed with your patients needs in mind.

Human Truth What good is falling asleep if youre only going towake right up again?

PromotionalHeadline

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


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Messaging From Every Angle: Geriatric Dosing

Core Claim Directly from PI A lower dose of 6.25mg isrecommended for patients 64 yearsand older due to potentialsensitivity.(PI/sec12.3 para 8)

Hierarchy and Active Voice Older patients should take AmbienCR6.25 is recommended due to thepotential for sensitivity.

Say it in as few words as possible Ambien 6.25mg is used in olderpatients.

Patient Benefit Ambien 6.25 mg is used in patients 64years and older. This lower dosereduces the chance of sensitivity withthe same results.

Physician Benefit Because the patients 64 years andolder could potentially show sensitivity,a lower dose with the same results has

been designed.

Human Truth Ambien 6.25mg is designed for olderpopulations with sleep disorders,because some patients need a moresensitive dose.


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PromotionalHeadline

When youre on in years and cantsleep, let Ambien 6.25mg put you tobed.

There is nothing worse than a bad lifessleep

Visual Ideas Sing you to sleep

Sensitive patients

Geriatric approved

Safe for older patients

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