Eisai Co., Ltd., a Tokyo-based pharmaceutical company, has announced a new initiative to raise public awareness about the importance of sleep through a collaboration with the smartphone application Pokémon Sleep. This effort comes in response to the growing issue of insomnia affecting 12.4 million adults in Japan, or 11.8% of the adult population, according to the company.
The collaboration aims to address the decline in sleep quality and quantity among Japanese adults. The 2023 National Health and Nutrition Survey by the Ministry of Health, Labour and Welfare indicates a downward trend in the percentage of people aged 20 and older who feel adequately rested. Additionally, the survey highlights that 38.5% of men and 43.6% of women sleep less than six hours per night.
Eisai plans to leverage its scientific expertise in sleep alongside the engaging platform of Pokémon Sleep to inspire users to reflect on their sleep habits. The initiative's first step involves distributing the picture book “Snorlax’s Dream” to medical institutions across Japan. Set in the world of Pokémon Sleep, the story educates readers of all ages on the importance of sufficient sleep and offers tips for improving sleep quality.
The picture book will be available in the waiting areas of medical institutions registered with Eisai's “Sleep Consultation Navigator” information site. This strategic placement aims to encourage patients to consider their sleep habits in a setting where they are already focused on their health.
Further expanding its awareness activities, Eisai plans to update patient education leaflets and create video content promoting healthy sleep habits. These materials will be distributed to medical institutions in Japan as part of the broader collaboration with Pokémon Sleep.
Eisai's initiative is part of its broader strategy to build an ecosystem in the sleep field, extending beyond drug development to include partnerships with other industries. The company aims to relieve health-related anxiety and reduce health disparities through these efforts.
Pokémon Sleep, developed by SELECT BUTTON Inc. and published by The Pokémon Company, is a sleep tracker app that turns sleep into entertainment. It is available for free download on the Apple App Store and Google Play Store, with in-app purchases available.
Eisai also operates the “Sodan.e-Nemuri” website, which provides information on sleep and insomnia, including self-checks and treatment options. The site supports users in finding medical institutions for sleep disorder consultations.
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