Is Glaxo Losing It?
12 CommentsBy Ed Silverman // February 7th, 2007 // 4:50 pm
Believe it or not, the drugmaker is going into the book-publishing business.
Now that the FDA finally approved its Alli weight-loss pill - an over-the-counter version of Roche’s poor-selling Xenical prescription drug - GlaxoSmithKline plans to roll out a special book to woo consumers. The title: “Are You Losing It?” You know, are you losing those unwanted pounds?
The 140-page, soft-bound tomb, which will cost about $5, will be available in May in pharmacies and mass merchandisers nationwide, including CVS, Walgreen, Rite-Aid and Wal-Mart. But you won’t find it in Borders or Barnes & Noble.
“We simply want to educate consumers about weight loss,” says Steve Burton, Glaxo’s vp for weight control, who adds that it was written by three weight-loss gurus - Caroline Apovian, Madelyn Fernstrom and Gary Foster - and Kathleen Daelemans, the chef.
Proceeds, says Burton, will go two groups that promote weight loss - Shaping America’s Youth and the North American Association of the Study of Obesity. Glaxo is one of NAASO’s corporate sponsors.
It has to be said: This is a novel approach to marketing.
[tags]Alli, GlaxoSmithKline[/tags]
pharma nut
This is really an interesting strategy. Do we know when the book will be available on shelf?
I like their website, http://www.myalli.com it really looks different than the other sites out there.
ed
Yes, it is interesting. And I believe I wrote that it will be available sometime in May.
Thanks for writing.
Coleman
Great looking site so far!! I’m just starting to look around it but I love the title page! Please visit my site too:
Coleman
Great looking site so far!! I’m just starting to look around it but I love the title page! Please visit my site too:
Chuck
Thanks bro! Real good work! Please visit my homepage:
Chuck
Thanks bro! Real good work! Please visit my homepage:
Coble
Hi people! Great job! Please visit my homepage too:
Chris
One of the best locations I’ve come across lately!!! Definately a permanent bookmark! Visit my sites, please:
Chris
One of the best locations I’ve come across lately!!! Definately a permanent bookmark! Visit my sites, please:
Ralph
Your site looks great! Please visit my homepage too:
http://academic.csuohio.edu:8080/ljeffres/_discocity/0000074a.htm >wellbutrin
Ralph
Your site looks great! Please visit my homepage too:
http://academic.csuohio.edu:8080/ljeffres/_discocity/0000074a.htm >wellbutrin
Steve
Your site looks great! Would you please also visit my homepage?
http://academics.smcvt.edu/amcconnell/_disc1/0000080b.htm >generic viagra