Roche Xenical
Executive Summary
Company is reviewing ad agencies to replace Lowe Consumer Healthcare for Xenical advertising and to help implement a "shift in strategy" for promotion of the weight loss drug. Roche hopes to hire a new agency this summer for direct-to-consumer, professional and direct response advertising. Roche recently began an interim ad strategy of unbranded disease state and reminder ads to avoid having to describe Xenical's gastrointestinal side effects (1"The Pink Sheet" March 6, p. 15)