MAKING THE CASE FOR SAFE AND EFFECTIVE WEIGHT LOSS WHEN LAUNCHING A NEW ANTI-OBESITY AGENT: THE XENICAL¨ STORY

CLIENT: ROCHE LABORATORIES INC

CATEGORY: Pharmaceutical Company

BACKGROUND

Roche Laboratories Inc. developed a new pharmaceutical agent, Xenical¨, to assist with safe and effective short and long-term weight loss in obese individuals. Xenical has the unique property of being a partial fat blocker, which not only aids in weight loss but also reduces cholesterol levels independent of weight loss. Roche approached Dr. Rippe for help positioning this anti-obesity agent. Roche envisioned marketing this drug, both to the medical community and the public at large, as part of an overall approach to safe and effective short- and long-term weight loss and maintenance of weight loss.

RLI'S RESPONSE

Dr. Rippe helped develop the major medical positioning for Xenical, appeared at the national product launch to speak to the Roche sales force about healthful weight loss and chaired numerous physician education conferences to educate physicians about the use of Xenical in conjunction with safe and effective weight loss. Dr. Rippe also served as chairman of three symposia related to obesity management conducted in conjunction with national meetings of the American Heart Association, the North American Association for the Study of Obesity, and the American Dietetic Association. Dr. Rippe subsequently served as Editor-in-Chief for three journal supplements sponsored by Roche Pharmaceuticals based on these symposia. Dr. Rippe will serve as the lead physician on a major national effort sponsored by Roche to help corporations understand the negative health consequences of obesity on the workforce.

In 1998 Rippe Lifestyle Institute was chosen to participate in a multi-center trial on Xenical and hypertension and was the leading research center (out of 40 sites) in terms of patient recruitment for this multi-center trial. Dr. Rippe and the RLI research staff also generated a research proposal for a major four-year trial of Xenical in conjunction with regular physical activity for long-term weight loss and maintenance.

RESULTS

Rippe Lifestyle Institute efforts exerted a significant impact on the way Xenical was positioned in the marketplace and the way health professionals are being educated about its use in conjunction with safe and effective weight management.