What we've been up to
GSK has another go at marketing Alli
GlaxoSmithKline (GSK) has launched a Facebook campaign that will provide free support to people looking to live a healthier lifestyle in the New Year.
The pharma company will utilise the social media platform to provide daily tips and supportive messages via its page for alli, GSK's over-the-counter drug to help support weight loss in people with obesity when used in combination with a healthy diet.
Timed to capitalise on the traditional New Year diet period, the campaign will offer a range of services, including two months of motivational tips, access to registered dietician Betty Kovacs, a social forum for programme users and a range of recipes linked to the alli diet plan.
"GSK is passionate about helping people achieve a healthier lifestyle so they can see enjoy their successes,” said Deborah Larsen, marketing director of the alli brand
“That's why we're excited to offer a convenient way to make the journey more manageable and enjoyable, right from the start".
The campaign also sees GSK team up with celebrity chef, restaurateur, and author, Richard Blais, who will provide easy, healthy recipes.
Blais commented: “It's important for each meal to be balanced with calories and fat, without sacrificing taste, so I'm working with alli to launch the campaign and offer healthier alternatives to some American favourites.
To date, more than 177,000 people have 'liked' alli's Facebook page, with users interacting with one another and with experts.
GSK also uses the Facebook page to allay concerns about side effects and the cost of alli, emphasising eating plans and recommending sources of discounts and coupons.