Idor­sia rolls out in­som­nia med Qu­viviq with sales team, dig­i­tal mar­ket­ing and DTC in the works

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.

Unlock this article instantly by becoming a free subscriber.

You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.

SIGN UP LOG IN BECOME A PREMIUM SUBSCRIBER