Marketing Campaign of Sleep Medication at Three Bees Company: A New Drug Prozac to Fight Insomnia

Marketing campaign of sleep medication at Three Bees Company: a new drug Prozac to fight insomnia

---------------------------------------------------------------------------------------------------------------------------------

Abstract

The primary goal of this report is to research the extent of insomnia and to identify the groups of vulnerable people. Three Bees company planned to promote a new drug Prozac to fight insomnia. This report investigated some current situations of insomnia and focused on three groups of people such as women, older people and shift workers, since they accounted for at high risk of insomnia. Three Bees Company has to recognize that its new product Prozac now lies in these target groups.

1.0 Introduction

There has been a steady increase in the insomnia suffers in Australia. According to Tiller (2003), up to 25% of Australians reported have sleep disorder. As Grunstein(2002) mentions, 'the study of human sleep over the past 50 years has revealed a wide range of sleep disorders with significant effects on public health'. Also, insomnia is a widespread substantial health problem that has affected quality of life, work efficiency and mental health. This report will examine the high risk people for insomnia such as women, aged 65 and over and shift worker.

2.0 Findings

2.1 Insomnia in the women

Source: Deloitte Access Economics calculations

The research have proved that approximately one third of adults complain of insomnia in this survey. Around 34.5 percent of insomnia symptoms were reported among different age group. It is manifest from the table that the number of women experienced insomnia almost twice as men and around 50 percent of adults just over 65 express insomnia symptoms. More specifically, older women seem more likely to suffer from insomnia.

2.2 Insomnia in aged 65 and over

It is often said that people aged 65 and over need less sleep. In contrast to younger people, however, as people get older, they are probably tended to get kinds of sleep problems due to changes in sleep patterns. Also, older people incline to wake up continually during the night like wake up earlier or feeling unrepressed when waking up. As well as, unlike young people they are probable to have medical conditions that cause physical or mental strain and stress such as cardiovascular distress.

2.3 Specific occupation

From Morawetz's (2003) three case examples it can be seen that shift workers are at major risk for insomnia. They often don't sleep as well as those who work set hours during the day. As a result, they are more likely to be tied. From this point, the disadvantages of shift work have been established, and people with shift work are at increased risk of these consequences. In addition, adults from 35 to 55 years old would develop insomnia after serious life events in particularly, such as accident disability, divorce or death of loved ones.

3.0 Conclusions

It would appear that insomnia is more common in women than men, even though men are not immune from insomnia. However, sleep efficiency get worse both in men and women over 65 years old. Then from the data it can be seen that older people are more likely to have sleeplessness than younger people because of age-related changes to the sleep centre in the brain.

...