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Glaxo "Shakes Up" Alli Ad Strategy With New Agency

This article was originally published in The Tan Sheet

Executive Summary

GlaxoSmithKline's decision to reassign the advertising contract for its alli OTC weight-loss drug two years after the product's launch could point to a fundamental problem with the brand's message, according to Steven Brozak, an investment banker working with biotech, medical device and health care firms

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Oxytrol OTC Success Depends On Driving Behavioral Changes

Merck’s Oxytrol for Women could set the stage for other OTC switches indicated for chronic conditions, but the lifestyle changes recommended with the drug could be a hurdle. Oxytrol faces similar challenges to alli, another first-in-class switch with behavioral changes recommended.

Oxytrol OTC Success Depends On Driving Behavioral Changes

Merck’s Oxytrol for Women could set the stage for other OTC switches indicated for chronic conditions, but the lifestyle changes recommended with the drug could be a hurdle. Oxytrol faces similar challenges to alli, another first-in-class switch with behavioral changes recommended.

Oxytrol OTC Success Depends On Driving Behavioral Changes

Merck’s Oxytrol for Women could set the stage for other OTC switches indicated for chronic conditions, but the lifestyle changes recommended with the drug could be a hurdle. Oxytrol faces similar challenges to alli, another first-in-class switch with behavioral changes recommended.

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