PAL Gives GSK 'Bitter Pill' Award for Alli ... But Is It Deserved?

The Prescription Access Litigation Project has handed out another of its sarcastic Bitter Pill awards, this one for Alli, GSK's new OTC weight loss pill. Why? Because Alli's side effects include some pretty drastic loose-bowel-movement risks and PAL believes teens with eating disorders should have to go through a doctor before trying it. "By aggressively marketing alli and eliminating the need for a doctor’s supervision, GSK will cause this drug to be used inappropriately and even abused," sez PAL.

I saw the Alli launch commercial on TV last night and my first reaction was -- they didn't list any of the side effects! That's against PhRMA's extremely strict rules! But then I realized that as this is an OTC, not an Rx, product, GSK doesn't have to abide by those rules ... which just seems wrong.

Regardless, does GSK deserve PAL's insults? It is certainly true that if Alli is even halfway effective then the eating disorder crowd will get their hands on it. Of course, as eating disorders are primarily mental illnesses, these people are driven to get their hands on harmful products regardless of what GSK can do.

But to give GSK some credit, the company is jumping through some expensive marketing hoops--an info kit and a paperback come with the pills--to make it plain to users that Alli's side effects are grim, and that the drug only works if users are willing to completely change their diet and take up exercize. It's hard for me to think of another drug campaign (except for Celebrex) that touts its flaws as prominently as GSK touts Alli's advantages.

Bottom line: I'll wait and see what the long term effect of this drug's arrival on the market is before passing judgment. There's every chance that Alli will be as big as flop as its Rx version, Xenical (in which case PAL's complaints are moot).

Comments

[John Mack]

Jim,

Alli Ad Campaign Promises Honesty, But Does It Deliver?

That's the question I asked a few weeks ago on my blog: http://pharmamkting.blogspot.com/2007/05/alli-ad-campaign-promises-honesty-but.html

No disrespect, but who's going to read that stuff AFTER buying the product? Purchasers will have learned all they want to learn from the TV, print, and web marketing and as you point out, there isn't any fair blanace in the TV ads. In my post, I point out that it's very hard to find the fair balance on the product Web site. I'm pretty sure that the print ads will be even worse, if my previous study of benefits vs. risks in print DTC ads is any guide (see "Print DTC: How Does It Measure Up?" at http://www.news.pharma-mkting.com/pmn58-article01.html)

[John]

This is a very nice post, and I want to see how others react to this.