Group 2 Project 3 Deliverables
Submitted by chris20 on Sun, 07/20/2008 - 17:15.
Proposal
Alli Features
The real power in the over the counter weight loss drug Alli, is in how much value it provides to the customer. Besides being the only FDA approved weight loss product, Alli makes the process easy, straight forward, and supports its customers.
When one purchases a starter kit of this product, they are supplied with an abundance of information. Upon purchasing this product, consumers can immediately tap into a wealth of information provided by the company. The material is contained in the following pamphlets: A "Read Me First section", a "Welcome Guide" to the program, Alli Quick Facts cards, the Alli Companion Guide, the Alli Healthy Eating Guide, the Alli Calorie and Fat Counter, and a Daily Journal. This makes it very simple for the customer to realize that they are not just purchasing a standard weight loss pill. They are effectively buying into a guided program, available with the Alli company support, that along with diet and exercise will help them lose weight.
Another huge advantage to using Alli, is that this product teaches its customers how to use it correctly. They provide material for customers to learn to eat and manage their food intake appropriately to avoid the negative side effects that naysayers claim and other products may claim. What Alli does is it prevents natural enzymes in your body from breaking down about a quarter of the fat that you take in. This fat can then travel through your system, and be liberated through your bowels. As mentioned, this simple pill, when used correctly, can help customers see great results.
Document type:
We plan on creating a three column brochure intended for printed use.
This format will be ideal for distribution in doctor’s offices.
Document Focus
The document will cover the following areas:
Mechanism of active ingredient
Orlistat, the active ingredient in Alli, binds to and inhibits the digestive enzyme lipase, reducing the amount of fat absorbed by approximately 25%. The drug is minimally absorbed into the blood stream. And, therefore has highly localized effects. It has no interaction on the central nervous system. Part of the challenge of this section will be presenting this information in a clear, simple, and stimulating manner to an audience with only basic knowledge of physiology.
Clinical trial results
Alli is the only FDA approved over the counter diet drug. And, it’s clinically proven to assist weight loss when coupled with diet and exercise. In a one year clinical trial, patients who took three 60 mg pills a day decreased their body mass by an average of 5%.
Side effects: Side effects generally occur when Alli is consumed with excess fat and are relatively mild. Common side effects include oily flatulence, loose or more frequent stools that may be hard to control, and an urgent need to go to the bathroom, Side effects are less common when fewer than 15 grams of fat are consumed per meal.
Several news articles have appeared about the drug’s embarrassing side effects. This article, http://www.msnbc.msn.com/id/19587389/, is one of the more explicit ones. Special care will be used to make sure the side effects are understood, but phrased in the most euphemistic, least disturbing manner possible.
Drug interactions and disclaimers
Patients should not take Alli if they are taking the prescription drug cyclosporine, have received an organ transplant, are pregnant or breast feeding, or are overweight.
Patients should consult their doctor before using Ali if they have had pancreatitis, kidney stones, or gall bladder problems or if they are taking the prescription drug warfarin. Stop using Alli if severe abdominal pains occur.
Availability:
Alli is available without a prescription over the counter.
Audience Analysis
The target audience for our project will be people who are interested
in losing body mass and body fat. Most of the people this is going to
be marketed towards will have tried other fad diets and pills, so it
will be important to stress the point that Alli is not a typical diet
pill. Another point to stress is the proper use for Alli, not as a
quick fix, but to be used in conjunction with proper diet and
exercise. It will be important to get the audience to read the entire
document so the results and proper use for Alli is known from the
beginning. As mentioned before, the target audience will likely
contain many people who have tried diet pills before, so their patience
will be low for a product that sounds the same as other fads. Anything
construed to be misleading could scare the consumer away from
purchasing the product. Also, the side effects and treatment
guidelines must be thoroughly explained to the audience. The
consumer's satisfaction of the product is based on his/her obeying the
treatment guidelines. If the patient consumes too much fat with the
pill, he/she will experience unpleasant side-effects.
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Document Specifications
Attached are the team's document specifications.
Kyle Dalbec, Chris Swalley, Matt McNicholas
Group Product Design Update
Attached are the groups updated and revised product design plans for the technical marketing document on alli.
Kyle Dalbec
Alli Technical Marketing Brochure 2nd Draft
attached below
Alli Brochure
You guys did a really good job on this document. It really fits with the style and feel of this product. I really like how you used their color scheme across the tops of the panel. However, I am slightly confused as to how this document would fold and where the panels would lie next to each other. Would it be accordian folded then flattened out to be read? (maybe you mentioned this somewhere and I missed it) Overall, this looks very professional
Technical Marketing Draft 1
attached below
Peer Review
First off, let me just say that I loved the presentation and overall look of your first draft. The color scheme really helps keep the reader focused and interested because it’s along the same lines as the product itself.
Writing:
The writing style of this document is perfect for what it is supposed to be. The big word “Alli” on the main graphic instantly gets the reader’s attention. The sections are divided up by different color section blocks which really add to the effectiveness. There isn’t a slogan, but the appeal to a desired weight loss is made nicely by showing that is more than just a pill. Overall the writing style is excellent; it does the job it’s supposed to without being overly technical or too much for the reader to take in. It does not look like the exact product information is attached anywhere though, this is the only problem I noticed.\
Couple of typo’s that I noticed:
Under “Results” “loose” instead of “lose.”
Under “FAQ’s” there is an unneeded quotation mark in the first question.
Document Design:
You only used four colors in your document so thank goodness! (Hopefully you catch the sarcasm for a color count haha). But in all seriousness using the Alli colors throughout the document to highlight your section block headers was a great idea. It gives the document a very professional look and feel. Grid style presentation was used and it worked. My only complain about the design is the graph that was included. Looking at the graph I realize that it’d be hard to fit the information in that space if the graph was rotated, but it just looks out of place. Since I’d have to rotate your entire document in Adobe Acrobat just to read that, I think there is probably a better way to place it in there, or something more useful to take its place.
Audience Analysis:
I saw nothing wrong with the entire audience analysis of the project. The document speaks to those wanting to lose weight, regardless of gender, amount of weight, or any other imaginable demographic.
Peer Review of Draft 1
To begin, I must agree with Joe above and say that this first draft looks great. This project is even more difficult than the white paper to work on as a group because it’s hard to break up the work. However, it looks like you guys obviously worked together well and came up with a great looking document.
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Writing
The information you’ve presented in the text portion of the document is everything a person would want to know before buying a new weight loss drug. The tone in which you’ve conveyed the information left me confident that you knew what you were talking about. It also kept me comfortable while I read it because it wasn’t weighed down with technical jargon that would be lost on the reader. The only thing I might suggest is to add additional important product specifications.
Along with the typos Joe noted above I also found: Under “Drug Interactions”, to my knowledge there should be a space between drug and warfarin
Document Design
This document contains a stable balance of images and text and both work together well to keep the reader interested. The use of the alli colors was a simple, yet very effective aesthetic element. It was a good idea and I suggest you keep it for your next draft. The only concern I have is with the images of the molecular structure of Orlistat and the chart of predicted weight loss. Depending on how you present this document, which I assume to be a brochure, I don’t think you want these images oriented how they are. Although a reader can simply turn the brochure and see the image clearly, it is inconvenient and an eyesore when initially opening the pamphlet. Also, the weigh loss chart is a great idea, but because this is largely an American product, I think the weight loss should be related in pounds, not kilograms. The average American cannot relate to kilograms easily. This change would actually increase the chart’s effectiveness because there are 2.2 pounds per kilogram. Therefore, it looks like you could show weight loss figures of nearly 40 pounds on your chart rather than the 18 kilograms the light blue line now reflects. Overall, this document is very well designed.
Audience Analysis
I have to agree completely with Joe on this one. I saw nothing wrong with the entire audience analysis of the project. The document speaks to those wanting to lose weight, regardless of gender, amount of weight, or any other imaginable demographic.
Peer Review
Writing:
In the introduction I would move the question "Tired of unregulated, gimmick drugs that never do what they claim?" to the first line. The first statement about Alli being the only FDA approved drug does not flow well with question that follows. The Treatment Effect section would be better titled Side Effects. You should also include the percentage of patients that experience, say, "oily flatulence."
Document Design:
As everyone has mentioned, beautiful design. The biggest problem I see is that it's not going to fold correctly. The brochure will end up being hinged on the right instead of the left. In fact, almost every section will be in the wrong place once folded. I'd suggest printing this to make sure the layout is how you intended. I too agree that the graph/diagram should be rotated. However, I'm not convinced that the molecular structure photo adds any value to the document. Most people wouldn't know how to read this and may feel overwhelmed by it. The "Alli Starter Pack" section should probably be placed somewhere else. You're currently telling the audience what's in the box before they even know what the product is and how it works. Finally, the colors are great, but the boxes at the bottom are a little distracting. I suggest making them smaller and adding them to the top of the page too. This will balance out the document a lot better.
Audience Analysis:
I'm with the rest of the group. You have addressed a neutral audience very well. The tone is is warm and welcoming to someone who is considering losing weight.