Ever find yourself staring at the ceiling, unable to drift off to sleep? You’re not alone—millions of Americans experience sleepless nights. But did you know that drug companies played a big role in making insomnia seem like a medical condition that requires a prescription?
From sleepless nights to big business
This is part of a broader marketing strategy called “medicalization,” where everyday life experiences are reframed as medical problems requiring treatment. To achieve this, drug companies use a tactic called “disease awareness marketing” to convince us (and healthcare providers, too!) that everyday issues, like occasional sleeplessness, are serious disorders that require prescription medication treatment.
The rise of disease awareness marketing
From 1997 to 2016, pharmaceutical spending on “disease awareness” marketing doubled across various health categories, increasing from $177 million to $430 million. Disease awareness campaigns for insomnia significantly contributed to this rise. As former ad writers, we participated in these campaigns, witnessing firsthand how marketing transformed common issues—like trouble falling asleep—into multi-billion-dollar industries. It’s a case of marketing disguised as health education.
By the early 2000s, DTC (direct-to-consumer) ads were turning our occasional sleepless nights into a very profitable market for pharmaceutical companies. Marketing of insomnia introduced us to new terms like “sleep latency” (how long it takes to fall asleep) and “morning drowsiness” (the grogginess from medication hangover). DTC ads reinforced the idea that a simple pill could be the solution, blending disease awareness messages with branded product promotion. Who can forget those ads with the animated peaceful green Luna moth floating peacefully across the screen? As a result of these such efforts, nearly 8.4% of Americans now take medications to help them sleep.
Finding alternative solutions to sleeping better
Yet, sleepless nights are often just a part of modern life, influenced by stress from work, family, and social media. Medication isn’t always necessary. Instead, consider natural approaches like cognitive behavioral therapy (CBT), reducing screen time near bedtime, or relaxing with music.
So, remember that occasional insomnia is normal the next time you’re wide awake at 2 a.m.. Don’t let pharmaceutical marketing turn sleeplessness – and other normal aspects of life – into a crisis requiring medicine. Talk to your healthcare provider about evidence-based sleep strategies.
Based on decades of experience in medical advertising, we expose the hidden side of the pharmaceutical industry’s story—empowering patients to make informed decisions about their health.
Schwartz LM, Woloshin S. Medical marketing in the United States, 1997-2016. JAMA. 2019;321(1):80-96.
Disease Awareness Campaigns Turn Healthy People into Patients.
Insomnia? Skip the Meds for Other Therapies Without Side Effects
Sleep Medication Use in Adults Aged 18 and Over: United States, 2020
Ever find yourself staring at the ceiling, unable to drift off to sleep? You’re not alone—millions of Americans experience sleepless nights. But did you know that drug companies played a big role in making insomnia seem like a medical condition that requires a prescription?
From sleepless nights to big business
This is part of a broader marketing strategy called “medicalization,” where everyday life experiences are reframed as medical problems requiring treatment. To achieve this, drug companies use a tactic called “disease awareness marketing” to convince us (and healthcare providers, too!) that everyday issues, like occasional sleeplessness, are serious disorders that require prescription medication treatment.
The rise of disease awareness marketing
From 1997 to 2016, pharmaceutical spending on “disease awareness” marketing doubled across various health categories, increasing from $177 million to $430 million. Disease awareness campaigns for insomnia significantly contributed to this rise. As former ad writers, we participated in these campaigns, witnessing firsthand how marketing transformed common issues—like trouble falling asleep—into multi-billion-dollar industries. It’s a case of marketing disguised as health education.
By the early 2000s, DTC (direct-to-consumer) ads were turning our occasional sleepless nights into a very profitable market for pharmaceutical companies. Marketing of insomnia introduced us to new terms like “sleep latency” (how long it takes to fall asleep) and “morning drowsiness” (the grogginess from medication hangover). DTC ads reinforced the idea that a simple pill could be the solution, blending disease awareness messages with branded product promotion. Who can forget those ads with the animated peaceful green Luna moth floating peacefully across the screen? As a result of these such efforts, nearly 8.4% of Americans now take medications to help them sleep.
Finding alternative solutions to sleeping better
Yet, sleepless nights are often just a part of modern life, influenced by stress from work, family, and social media. Medication isn’t always necessary. Instead, consider natural approaches like cognitive behavioral therapy (CBT), reducing screen time near bedtime, or relaxing with music.
So, remember that occasional insomnia is normal the next time you’re wide awake at 2 a.m.. Don’t let pharmaceutical marketing turn sleeplessness – and other normal aspects of life – into a crisis requiring medicine. Talk to your healthcare provider about evidence-based sleep strategies.
Based on decades of experience in medical advertising, we expose the hidden side of the pharmaceutical industry’s story—empowering patients to make informed decisions about their health.
Schwartz LM, Woloshin S. Medical marketing in the United States, 1997-2016. JAMA. 2019;321(1):80-96.
Disease Awareness Campaigns Turn Healthy People into Patients.
Insomnia? Skip the Meds for Other Therapies Without Side Effects
Sleep Medication Use in Adults Aged 18 and Over: United States, 2020