New lease of life for Xenical

Simone Roberts

Gold Cross, the commercial arm of the Pharmacy Guild of Australia, has reached an agreement with Roche to handle marketing and promotion of the drug, it was announced at APP2008.

Trevor Clarkin, Gold Cross general manager, said the Guild entered the deal because it feared pharmacy would lose the clinically proven weight loss drug. Roche had considered withdrawing support from Xenical following a court decision late last year to uphold an advertising ban on the drug. Roche said that without branded advertising approval, Xenical would be an unviable product.

"We are putting our weight behind the Xenical brand because of its clinical and pharmacist recommendation," Mr Clarkin said. 

Pharmacists had long been at the core of Roche's marketing of Xenical, as it can only be offered to patients after a consultation with the pharmacist, including checking BMI and ensuring they have tried previous approaches to diet and exercise.

Mr Clarkin said the Guild's involvement had special significance given the strong scrutiny of pharmacy's handling of S2/S3 standards in the lead-up to a review of the medicines schedule in 2010.

Roche said it was pleased to be partnering with the Guild on the collaboratie activity.

"Roche and Xenical have partnered with pharmacy in Australia for some years now and we believe that the Guild Gold Cross network will deliver tremendous benefits for the millions of overweight and obese Australians who are seeking a clinically proven weight loss solution," said Kirsten O'Doherty, Roche sales and marketing director.