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 opened an educational exhibit in New York City Tuesday to prepare the country for "alli," the first over-the-counter diet pill approved by the Food and Drug Administration.
While the cautionary marketing approach might 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 and is counting on alli to become a star money-maker.
"We've done everything to go out of our way to be honest," said Steve Burton, vice president of the weight control division at GlaxoSmithKline Consumer Healthcare. "We're taking a very different approach than the fad diets people are constantly exposed to."
In clinical trials, the FDA says that people using alli lost an additional 2 to 3 pounds for every 5 pounds lost through diet and exercise. The FDA approved alli in February 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 with proper use. The campaign stresses the importance of keeping meals under 15 grams of fat. 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.
The message that alli isn't an easy fix marks a step in the right direction for pharmaceutical companies, said Michael Santoro, a professor of business ethics at Rutgers University.
Acomplia
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