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From the author of Adding Value to Weight-Loss Pills

Adding Value to Weight-Loss Pills

GlaxoSmithKline's Alli Circles takes a combined approach, with a community based around Alli weight-loss pills. Weight-loss pills are not glamorous like an iPhone, but users have a high level of emotional investment in the product experience. In addition, Alli customers have many questions about how to get the most out of the product, as well as its associated weight-loss plan. The Alli Circles community combines question-and-answer forums about the product with more general topics related to healthy eating and recipes, and the sharing of users' weight-loss experiences and goals. So Alli Circles partially fits in both product categories discussed so far: a) It's a product with emotional power, and b) it's a product for which people have technical questions.

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