Aurora Comms Blog

One thing that is important to keep in mind is that orlistat is in a category of drugs that folk like to Internet shop for. With the dangers of counterfeiting and dangerous fake drugs I think it is great that GSK have made an OTC version available. Here is an FDA press release from the past on the topic: http://www.fda.gov/bbs/topics/NEWS/2007/NEW01623.html

Based on the research that I have done on this topic (on the Internet!), GSK has done a lot of work to put training and education in place, through pharmacy, to ensure really great support.

Today’s press, such as the Daily Mail, Daily Mirror and The Times Online, carries more news criticising the over-the-counter weight loss drug, Alli. The main thrust of the coverage relates to the extent of training that has been provided to pharmacists.

The coverage states that: “Overall, problems occurred in 50 per cent of independents and 13 per cent of retail chemist chains.” This would seem to indicate a difference in training levels across pharmacy outlets: the chains like Boots typically have comprehensive education programmes (sometimes supported by pharma) in place for their staff, while pharma switch companies typically provide great training programmes for independent pharmacies, via sales force and the trade press. It would be interesting to know what has occurred here and what activity is planned to redress this balance? The Times did acknowledge the educational support that has been put in place, quoting Joanna Pearl, a senior researcher who organised the Which? study: “We were expecting to see outstanding results because we knew that pharmacies have been given clear guidance about the sale of the drug.” Importantly on the safety front, the articles did note that: “…the experts were satisfied that in all but one case — again an independent chemist — key safety questions about medical history were asked to the mystery shoppers who had a BMI over 28.”

GSK was given share of voice within The Times article - and no less than the concluding quote. The same cannot be said for the Mail, where Which? was given the final word. It is a good thing that organisations, such as Which?, undertake research like this to establish if medicines are being provided to the consuming public in an appropriate way. I’d also be interested to see the balance of accurate and hyped messages that have appeared in consumer media since the launch of Alli – it would be good to know if the media has been reporting on the drug in a fare and balanced way, or if Alli has been heralded as a “miracle diet pill” and positioned as a breakthrough for all? These media messages will be one of the key information routes for consumers and the public should be provided with appropriate information so that unnecessary pharmacy traffic is not generated. I can imagine that pharmacists may well be put under intense pressure by consumers demanding a weight loss wonder drug, although of course as healthcare professionals they should not give in to consumer pressure where it is not appropriate. But then, we are all human. So appropriate dispensing is required, but the public must be empowered to make their choices based on appropriate information.

Today’s Times article links to a previous piece by David Rose entitled, “Diet pill alli is no ‘magic bullet’, say makers”, which appeared just before launch. Here GSK is quoted as saying, “This drug is not a magic bullet as there is no single solution to losing weight”. It is clear that GSK has attempted to manage the “hype” in relation to this important switch and this is something that we advise any client with a new product to do. Gone are the days of a desire for glamorous headlines and now our focus must be on ensuring that empowered patients have accurate information to make informed decisions about their health, so that they can engage in balanced conversations with healthcare professionals. Responsible and appropriate switch dispensation does not require a miracle, but it does rely on all stakeholders sharing information in a reliable way.