GlaxoSmithKline entered the weight-loss category in 2007 with the introduction of alli, the first and only FDA-approved weight-loss product available without a prescription. Through an integrated, parallel-track program of research, advocacy and patient education, the winners of this award aligned the heathcare community, elite media and overweight consumers behind the need for such a product. The rich mix of research to drive the program and evaluation methodology that isolated the business impact of public relations make this an excellent example.

Click on the link below to download the winning entry in PDF format.

Aligning the Healthcare Community, Elite Media and Consumers Behind the Need for alli®