Drug maker low-key in marketing of weight-loss pill
Candice Choi
New York- You won't lose weight in your sleep or shed pounds while eating anything you want - that's the sobering message from the maker of a weight-loss pill poised to hit shelves next month.
GlaxoSmithKline on Tuesday opened an educational exhibit in New York City to prepare the country for the first over-the-counter diet pill approved by the Food and Drug Administration, with the trade name alli.
While the cautionary marketing approach may not trigger stampedes to the counter, analysts say the drug's fate hinges on the pharmaceutical giant's ability to convince people that diet pills aren't a magic bullet.
"People's hopes are ridiculously high when it comes to diet pills. That leads to disappointment and bad word of mouth," said Steven Brozak, an analyst with WBB Securities.
That's just what happened to the prescription version of the drug, Xenical by Roche Holding, which contains twice the dosage. People were let down when it failed to deliver dramatic results, and the drug never really caught on, Brozak said.
GlaxoSmithKline has apparently learned the lesson.
The FDA says that in clinical trials, people using alli lost an additional two to three pounds for every five pounds lost through diet and exercise. The FDA in February approved alli to be sold over the counter.
When taken with meals, the drug blocks the absorption of about one-quarter of any fat consumed.
That fat - about 150 to 200 calories worth - is passed out of the body, potentially resulting in loose stools.
About half of patients in trials experienced gastrointestinal side effects, including leakages and oily discharges. GlaxoSmithKline is frank about those unpleasant effects, which it says can be controlled if the drug is used properly.
Educational materials even recommend people start the program when they have a few days off work, or to bring an extra pair of pants to the office. Experts say a failure to adequately prepare consumers about the effects contributed to Xenical's limited success.
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