In the last week GlaxoSmithKline has had a PR crisis on their hands as the story broke that counterfeit alli, the over the counter weight loss drug, was being sold on eBay. While many times counterfeit anything is made to be similar to the real thing, there is one major difference with the counterfeit diet pill: it contains sibutramine. Sibutramine is something that is typically the ingredient in Dr. prescribed weight loss medications, therefore it can be dangerous to the health of those who unknowingly take it.
GSK has already begun to take steps to warn the public by the alert posted on their main website. They are working closely with eBay to deal with this issue and news outlets are beginning to spread the story.
Here are some PR suggestions to what other things they need to do during this time:
1. Reassure that genuine alli is safe. This includes singage at the retailers that sell alli, reassuring potential and current customers that what they are buying is the real deal and safe.
2. Go on an advertising/publicity blitz. They need to blanket the message of where to purchase geniune alli and how to know if a consumer purchased counterfeit alli. This means television and radio PSA's, as well as print ads and seeding out the information to health and wellness blogs.
3. Begin PR strategies to take the negative connotation consumers may associate alli with and counteract with some positive publicity. This includes focusing on weight loss success stories using alli. Possibly even partnering up with a clothing brand and top health and fitness publication for a campaign to award the best success story with a makeover and photoshoot. Bathing suit season will be here before you know it!
Once the counterfeit problem has been resolved, the fear and insecurity that consumers may have about alli will subside, however it is incredibly important that GSK not only be reactive to their current situation with fake alli, but also be proactive in generating positive publicity for their brand as well.
Posted by Pierce Mattie on January 30, 2010 12:57 PM
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