A fat absorption pill, Alli has labeled itself as an over the counter non-prescription "drug," but its marketing places heavy emphasis on its role as a supplement to a healthy lifestyle – the sort of remedy marketing, the researchers argue, that promote the pill's chances of working by encouraging complementary healthy behaviors such as exercise.
First, drug marketing undermines motivation to live a healthy lifestyle – why bother eating low-fat foods when a drug exists to fight fat for me. Drugs also appear to weaken consumers' beliefs in their ability to live a healthy lifestyle by eating right and exercising.
Interestingly, in a series of experiments and test groups, the researchers found that supplements did not have this same 'boomerang effect" on a healthy lifestyle: regardless of how effective the supplement actually is, consumer perceptions of supplements are that they require "supplementary" behavior in order to work.
People appear to choose supplements almost as a matter of faith rather than science. They perceive these products as 'natural' and figure they can't hurt. And our research suggests that they don't - at least in terms of healthy lifestyle intentions.
These findings add to the growing debate over the regulation of drug and supplement markets and the role of direct-to-consumer advertising. Alli marketing campaign – which emphasizes the pill's role in a healthy lifestyle that also includes menu planning and exercise – may soon lead other pharmaceutical companies to follow suit and play down the effectiveness of their products.
More truthful approach to the marketing of these kinds of products may not be what consumers want to hear, but is promising because it is so different than the typical approach used to market these kinds of products. Usually, they are positioned as effective as some kind of easy, magic solution. This product is up front in educating consumers that the road to long term weight loss goals requires hard work and a long term commitment. Its effectiveness is maximized in conjunction with other behaviors.
Alli has the right balance, but the present research suggests that Glaxo Smith Kline is moving in the right direction to protect consumer welfare. "Even highly educated consumers and consumers who have otherwise acknowledged the importance of a healthy lifestyle is nonetheless susceptible to the boomerang effect for drugs.
