Roche Xenical TV Ads Shifting Focus; Side Effect Info Weighs Down Message

Roche is developing a new direct-to-consumer advertising campaign using disease state and reminder ads to replace its initial product-and-use campaign for the weight loss agent Xenical.

The new ads will supplant an interim campaign that Roche has been running since mid-February, after the company discontinued the original ads.

While the ads appear to be driving physician visits, the translation into actual prescriptions has apparently been below the company's expectations for Xenical (orlistat).

Before launching the new campaign, Roche is understood to be concentrating on physician education to increase the prescribing rate.

Roche is understood to have an ambitious internal sales target for Xenical of approximately $750 mil.

The interim Xenical campaign features a reminder ad and a disease state awareness ad. In both spots, black and white images of a round animated figure and women working a telephone switchboard are featured.

In one ad, a light bulb illuminates above the head of the cartoon character, while the announcer says: "Ready to make a change? Here's an idea." The announcer then suggests talking to a doctor about Xenical, getting more information by calling a toll-free number or visiting the Xenical website. Obesity is never mentioned in the ad.

The other spot, which also features images of the cartoon figure and the switch board workers, focuses on the problem of obesity in America. The cartoon character is shown again with a light bulb aglow above his head, while a voiceover remarks: "Maybe its time to try something different. Call your doctor to find out about prescription options."

He is then shown dancing around while the announcer says: "Sure, we love food. But now there's hope for all of us who love it a little too much."

The ad directs consumers to a different website, "weightlossbasics.com," which includes general information about approaches to weight loss and includes a link to the "xenical.com" website under the heading "send me information on the latest treatment."

On Feb. 18, the two ads ran during the same television program, during consecutive commercial breaks. FDA appears not have a problem with the dual-ad strategy as long as the ads are not aired back-to-back (¹ (Also see "FDA Reminder Ad Scrutiny: Viagra Valentine, Flonase Flora Cited" - Pink Sheet, 6 Mar, 2000.)).

New York City-based Lowe Consumer Healthcare is the agency of record for the Xenical campaign. Roche has not changed agencies as part of the retooling of its DTC efforts.

Roche does not plan to return to product-and-use ads as long as FDA's interpretation of the fair balance requirements continues to require the company to include a delineation of the gastrointestinal side effects of Xenical.

Roche began product-and-use television ads for Xenical in October, and FDA did not give the company much leeway in presenting the risk information.

Roche changed the ads in November to address several concerns raised by FDA, including lowering the volume of audio effects during the presentation of the risk information and a change to the wording of one of the side effects.

A statement in the original ads - "You may experience gas or oil with discharge" - was modified to "You may experience gas with oily discharge" (² (Also see "Roche Xenical TV Ad Modified Following FDA Letter" - Pink Sheet, 1 Nov, 1999.)).

Roche's difficulties in crafting a consumer message for Xenical may suggest a challenge for another pending launch: Glaxo Wellcome's irritable bowel syndrome therapy Lotronex (alosetron). Glaxo plans a consumer advertising campaign for the product, which was approved in February (³ (Also see "Glaxo Lotronex Studies May Expand Market To Men, Teens, Pediatrics" - Pink Sheet, 14 Feb, 2000.)).

If the company chooses to run product-and-use ads, it may have a difficult time presenting both the indication and the side effects in a manner that creates the desired image for the product.

Lotronex is indicated for women with IBS whose predominant symptom is diarrhea. Side effects of the drug that will presumably need to be prominently presented in advertising include constipation (28% of patients), nausea (7%) and gastrointestinal discomfort and pain (5%).