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Idorsia Adds Hollywood Sparkle To Sleep Drug Quviviq

Jennifer Aniston To Front Unbranded Insomnia Ad Campaign

 
• By Kevin Grogan

The Swiss biotech needs to wait for a scheduling review before it can officially launch the insomnia drug Quviviq but this delay gives Idorsia a few months to prime the US market with educational campaigns.

Aniston
Jennifer Aniston has had trouble sleeping for nearly 20 years • Source: Idorsia

Having just sealed the company's first ever approval, with US regulators giving the green light to Quviviq (daridoxerant), Idorsia Ltd. CEO Jean-Paul Clozel was in celebratory mood during his presentation at the J.P. Morgan healthcare conference, unveiling former Friends actress Jennifer Aniston as the face of the Swiss biotech's advertising campaign accompanying its new insomnia drug.

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