Big Pharma is waking up to the opportunities of treating insomnia. The market for such drugs is often compared to the depression market of the early 1980s. And if the next-generation insomnia treatments are approved and reach sales figures anywhere near the selective serotonin reuptake inhibitors (SSRIs) that revolutionized the treatment of anxiety and depression over the last two decades, the blockbuster bets placed by Pfizer Inc. and, now, Merck & Co. Inc. , will have paid off handsomely.
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