GLAXOSMITHKLINE (GSK) CONSUMER HEALTHCARE HAS launched
the first salvo of its $150 million effort for Alli, the first
FDA-approved over-the-counter weight loss drug in years. The effort for
Alli (pronounced like ally) launched on May 22 in New York City. The
company took over the vaulted-ceiling main room of 20 Union Square for
its multimedia exhibit called Alli Experience.
The central tenet of the experience--and of the drug, which goes on
sale mid-June--is gradual weight loss and a "don't expect miracles"
approach embodied by the tag, "Your will. Our power."
The compound, an attenuated version of prescription drug Xenical
(Orlistat 120mg), works by inhibiting the function of intestinal
enzymes that facilitate the body's absorption of fat. The company says
it blocks the absorption of about a quarter of the fat one consumes.
GSK will sell Alli in product packets that include a 30-day supply and
a series of books including calorie counters, diets and recipes,
lifestyle tips, and a diary.
Since the compound--intended to be taken three times daily--is being
pitched as a companion to dieting rather than a replacement for it, the
company's marketing and the exhibit attack fad and crash diets and
repeat, in different forms, the mantra that dieting is a commitment
that takes time, pill or no pill.
The first area of the exhibit is a passage flanked by video screens
playing clips of miracle diet ads and stories debunking them, while
speakers play a cacophonous loop of quick-diet pitches.
The next space is a bench next to a wall of sayings like "there are no
shortcuts." There's an interactive section featuring tables with Mac
computers letting one view content on how Alli works, on dieting, etc.,
and there are areas featuring examples of various dishes and
snacks--some healthier than others--with big turntables showing real
food under glass and their respective caloric and fat content.
A dietitian and pharmacist are also on hand. Visitors leave with a shopping bag of brochures, games, surveys and a book, Are you Losing It? The book is for sale in pharmacies and bookstores for $5.99, the proceeds going to child obesity charities.
Joe Cadle, Marketing Director/Weight Control of GSK Consumer
Healthcare, says that although GSK positions the treatment in
contradistinction to compounds claiming to "melt off the pounds," the
competition is not miracle drugs--because, he says, people who reach
for quick and easy solutions to weight problems won't be interested in
Alli. "People who tend to buy miracle drugs are looking for a quick
fix, so we aren't competing with them. Our efforts are positioned
against those selling to consumers committed to doing the hard work."
Says Cadle: "When you take a look at the messages out right now, a lot
of products are being marketed as miracle fixes: 'Lose 20 pounds in two
weeks!' Alli is about changes toward a healthy lifestyle that require a
commitment."
Cadle says the marketing
group realized, through consumer research, that consumers have no clue
what the difference is between an FDA-approved compound and any number
of so-called diet drugs lining shelves and being promoted in ads.
"People intuitively don't trust these things any more--they hear these
claims, and know they are not true. We want to be an honest voice in a
category known for hype. The truth is, losing weight is hard ... and
that resonates." He explained that Alli is intended to offer a kind of
bonus for the work of dieting via extra "bonus" weight lost. "One woman
in a focus group says those extra five pounds would be priceless."
Debbie Weis, GSK Consumer Healthcare senior brand manager, says that,
depending on the response to the Alli Experience in New York, which
ended last week, the company plans to have additional programs in other
markets.
One of the staff pharmacists says
as many as 1,300 people have come through on a given day, with many of
them asking questions about the effect of Alli on diabetes and
cholesterol-lowering drugs. Cadle says GSK is doing targeted efforts
via sales teams and targeted communications to physicians on specific
health issues.
Overall, per Weis, about
5,000 people have come through the exhibit since the opening. "They are
spending around 10 minutes in the space, on average. That's more than
we expected."
The company began running a
"drive-to-web" 30-second TV spot earlier this month, and Cadle says
that the Alli Web site, myAlli.com, has garnered 1 million unique
visitors since launch.
Per Cadle, this
month GSK will launch a 60-second TV commercial and will ramp up
Internet efforts. Print efforts will include 15 million four-page
inserts in July and August issues of women's magazines with an
"accordion-fold" pull-out.
"From a
marketing perspective, we are developing content that can travel,
content you can carry--we want to educate consumers at every possible
touch point [about] where they can find Alli," he says.
Display kiosks at pharmacies and stores selling Alli will be focused
less on product pitch than education and self-inquiry about will power,
Cadle says--with brochures on lifestyle and diet choices, assessment
tests, even a telephone at some retail points that have audio
challenging consumers to think about whether they are willing to make
the commitment. The company is also running video content on YouTube.
Consumers can purchase the Alli starter kit for $49.25 for a 60 capsule-count starter pack and for
$62.99 for a 90-capsule starter pack, per a GSK spokesperson. However,
the retail cost of the product in stores may vary a little based on the
individual retailer promotional plans.
Source: http://publications.mediapost.com/