GlaxoSmithKline's marketing strategy for its OTC weight-loss drug alli focuses on guiding consumers, particularly African Americans and Hispanics, in deciding whether they will follow the usage protocol before they buy the first-in-class product.

"We're looking for shifts in beliefs and attitudes and making sure that the person who chooses alli has that right mind set, the mind set that they understand that the answer really is in their own willingness to educate themselves and be motivated in making changes in the way they eat," according to Steve Burton, vice president of Glaxo's weight-control division within its Pittsburgh-based Consumer Healthcare unit.

Glaxo is applying particular emphasis on educating African American and Hispanic consumers about alli (orlistat 60 mg), Burton told "The Tan Sheet."

"Knowing that African Americans and Hispanics are disproportionately affected by obesity and overweight, we felt we wanted to develop dedicated marketing and education programs specific to the cultural differences and the unique needs of these two particular communities," Burton said.

"We know from our own marketing research that we expect that we'll actually attract more African Americans and Hispanics than are generally represented in the population," he added.

According to the U.S. Census Bureau, the total U.S. population through June 2005 was 296.4 million, including 42.7 million Hispanics (14 percent) and 39.7 million African Americans (13.4 percent). Adults comprise 78.4 percent of the Hispanic community and 70.1 percent of the African American community, the bureau said in a population profile report.

Isha Williams, Glaxo's brand manager for multicultural marketing, said the firm's research indicates two-thirds of all U.S. adults are overweight or obese, but the rate increases to about 75 percent among African Americans and Hispanics.

"The rates are extremely startling … especially given the fact these communities suffer disproportionately from a lot of health impacts related to overweight and obesity," she said.

African Americans are nearly twice as likely as non-Hispanic whites to have diabetes, and the rate is similar for Hispanics, Burton said. "Clearly they're not only suffering great risks of obesity and overweight, but the medical consequences are also much greater in these two communities."

"I think that's what cries out for tools and programs that are shown and are demonstrated to be safe and effective, like the alli program," he added.

FDA on Feb. 7 approved alli as orlistat capsules in a thrice-daily regimen for overweight and obese adults ages 18 and older, making it the first, and so far only FDA-approved OTC weight-loss drug product (¹ Also see "Alli Approved OTC For Weight Loss With “Goal Oriented” Indication" - Pink Sheet, 12 February, 2007., p. 8)

Alli promotional materials emphasize its "FDA-approved" status to set it apart from dietary supplements. The package display panel prominently features the phrase "FDA approved non-prescription weight loss aid" (² Also see "Alli Marketing: While Vitamins Are Friendly, Some Supplements Are Foes" - Pink Sheet, 12 February, 2007., p. 6).

Alli will be available in stores June 15 in several starter pack SKUs, which include a consumer brochure and a carrying case as well as the capsules.

Burton said Glaxo expects alli's OTC status to be important in marketing to African American and Hispanic consumers. The firm's research "suggested" those minority groups use dietary supplements "at a far greater rate" than prescription drugs, he said.

Gathering Consumer Feedback

In addition to "custom tracking studies to understand who is the alli user," Glaxo is using the individual action plans consumers access through its myalli.com Web site and mialli.com Spanish-language site to gather feedback, Burton said.

He said with consumers using the year-long personal action plans, Glaxo "will constantly be asking for feedback, getting information about their experiences, their progress with weight loss, answering questions they have about how to make those lifestyle changes that are so important."

The firm also is getting feedback through its "first team" promotion, which recruited consumers to test alli before it became available in stores.

"They've heard so much about the consequence of using alli with a high-fat meal. … Their question is kind of, 'Gee, this seems likes it's been exaggerated,'" Burton said.

FDA approved alli with a label explaining orlistat blocks absorption of some fat and noting gastrointestinal side effects such as "gas with oily spotting" or "more frequent stools that may be hard to control" may be less frequent if users follow a low-fat diet as directed.

While 385 of the 400 people on the first team asked for a second month's supply, Glaxo is not saying whether it expects a similar level of repeat buyers after alli is available in stories. Burton said multiple variables affect whether consumers will purchase the product more than once.

Some alli users may not need the product for more than one or several months, and others may decide against continuing the reduced-calorie, low-fat diet required when taking alli. Still others may not make a second purchase because they experience adverse effects from not following the low-fat requirement.

"If we educate people, if we provide the right kind of honesty up front so that we find the committed consumer that starts the program, we expect the product satisfaction, the repeat level, will be very high," Burton said.

"But we don't want people to be surprised. We want to make sure people understand that risk exists and we're doing everything we can through education to make sure that they don't have to experience the effects of using alli with a high-fat meal."

Marketing To Minority Groups

Glaxo hired the Footsteps ad agency of New York to develop a print campaign targeting African American consumers, and the Casanova agency of Los Angeles to develop content for mialli.com as well as a print campaign and 45-second TV ads.

Williams said the African American-targeted ads "speak to insights that are based on their views of weight control." Glaxo's research indicates African American consumers' "motivation to lose weight is to be healthy versus a desire to be very thin," she added.

Advertising and marketing targeting Hispanic consumers addresses using low-fat ingredients in "traditional dishes they often prepare from scratch," Williams said, adding, "They want to know how to do it in a healthier way."

Glaxo also will launch "grassroots programs" in the fall in cities with large African American and Hispanic communities, Williams said.

"These are all about bringing education directly to the population, interfacing with people on a more personal basis to give them relevant information on healthy eating, physical activity and overall guidance on how to pursue a healthier lifestyle through weight control," she said.

The firm also is working with nutritionists on meal plans focused on African Americans and Hispanics and is available online and through other alli material.

Exhibiting Diet, Exercise "Experience"

Glaxo on May 23 launched the "alli Experience" public exhibit at Union Square in New York City. It offers an "interactive journey and multi-media education about weight loss realities" that shows "a more realistic approach to diet and exercise," the firm said.

The exhibit also includes meal planning ideas, low-fat recipes and shopping lists with nutritious foods, Glaxo said. The exhibit will continue through June 10.

Glaxo also has been offering a book - "Are You Losing It?" - in drug stores and supermarkets to help consumers decide whether to try the alli program. The firm is donating profits from sales to Shaping America's Health and NAASO, The Obesity Society.

"We're working with a range of organizations to ensure that our dietary advice and weight loss advice is based on sound science and the latest medical evidence," Burton said. The list includes the American Dietetic Association and the American Pharmaceutical Association.

Additionally, Glaxo is reaching out to dieticians and pharmacists with information on deciding whether to recommend the product for their patients.

"Dietitians we've consulted with say they are very impressed that our program goes beyond a pill, offering a whole program of education support and that initially they were surprised to learn that our goal was to promote the program to make diet and exercise more effective. We're aligned with health care professionals to help people adopt healthy ways of eating, including equal proportions of fats, carbohydrates and proteins, and paying attention to portion control in managing their weight," Burton said.

- Malcolm Spicer (m.spicer@elsevier.com)

Alli Marketing Stresses Education, With Emphasis On Minority Groups – GSK

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