Ad War Looms As Market for Sleep Aids Balloons

Summary

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BOSTON -- Terri Bagley spent nearly two decades searching for a way to get a good night's sleep.

She toyed with keeping her bedroom pitch black and sniffing in the soothing smell of lavender. But neither of those tricks nor over- the-counter and prescription medications made much of a difference.

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Ad War Looms As Market for Sleep Aids Balloons

Bagley, a 44-year-old operator of a small cleaning service in Pelham, N.C., is typical of the millions of Americans believed to suffer from chronic insomnia who until recently had mostly short- term solutions available. She found help in a clinical trial for Lunesta, one of a new generation of prescription sleep medications, and continued taking the drug after it hit the...

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