Launched as an Rx by Hoffman LaRoche XENICAL (orlistat) a lipase inhibitor for obesity management acts
by inhibiting the absorption of dietary fats. The primary problem the product faced at launch was its use in a morbidly obese population (BMI over 35). Since this product offers moderate weight loss through the
blocking of dietary fat success was rare and side
effects were troublesome.

The agency team was tasked with the launch of Alli, the OTC formulation of orlistat to the HCP audience. Overcoming negative physician predisposition regarding efficacy and troublesome treatment effects was critical for success. We needed to redefine the right patient. The team also focused on the the pharmacy with patient counseling/ educational tools to prepare the patient
and to get a patient commitment to program.

See the Campaign