Rethinking The Business Of Wellness

More Alli Pix…

Several folks asked about the kit of healthy lifestyle tools and materials. Here are some pix.

Here’s the book and the patient info card (the card’s in English and Spanish).

Worth noting from a marketing perspective: the book does a good job of using healthcare professionals to increase its authority and credibility. It also notes that they’ve been paid, so no one can accuse GSK of trying to sneak something past consumers:

A couple more pages from the book:

A tear-apart magnet with self-affirming words and phrases. Consumers can re-assemble these into different combinations. Clever!

It comes with two weeks of detailed meal plans. Here’s a sample:

The kit also includes a recipe card. On the flip side, it’s turkey enchiladas:

And here’s a shopping list, complete with healthy reminders about what to look for:

Overall, it’s a nicely done package. The lifestyle advice is solidly mainstream. Each piece has a mix of factual information and messages designed to reinforce a successful attitude towards lifestyle change.

Other observations:

1) One area that we do think could be stronger is the tool’s use of the “stages of change” or transtheoretical model.

2) The marketing is clearly designed to primarily appeal to women, although the actual language is carefully gender-neutral.

3) We didn’t spot any photos of people in any of the materials. That’s probably because they didn’t want to make potential buyers think that they were too heavy for Alli (if the models were thinner than the prospective customers) or not heavy enough for Alli (if the models were heavier). Still, it seems odd.

4) The messages are all geared towards self-esteem and self-affirmation. However, not every woman interested in losing weight is privately thinking “I hate myself.” Some are frustrated by not being able to do what they used to, for example. Others are intensely anxious about health effects.

Also worth noting: while we haven’t checked it out yet, sounds like GSK is trying to encourage an active online community with additional lifestyle change info.

Thoughts? (Your email address will stay private.)

One Response

  1. Allison

    Besides the marketing this product is still a bad idea. We are overmedicated in this society and need to stop using drugs and address the root cause of the problem. Let’s use our efforts to educate people about healthier habits when it comes to food. Just wait, in 10 or 15 years there will be side effects as a result of people taking this drug. One already known one is that people who take this medication will not be able to absorb fat soluble vitamins. I bet they are not advertising that….

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