ABSTRACT
New Zealand is one of only two countries that permit the advertising of prescription
drugs direct to consumers (DTC). While it is an extremely controversial activity, DTC
campaigns offer the opportunity to examine the role of advertising in fully integrated
communications campaigns. Xenical, a prescription-only weight reduction product used
only for severe obesity, is marketed by Hoffman La Roche Ltd internationally. In
New Zealand, the company is represented by Roche Products (NZ) Ltd. Xenical has
a high level of product differentiation from competitive weight reduction products.
