• by Tanya Gazdik , June 15, 2007

Pfizer Animal Health launches Slentrol, the first FDA-approved veterinary medicine aimed at curbing canine obesity. Slentrol, or dirlotapide, is available by prescription and is aimed at the estimated 17 million dogs in the U.S. that are overweight or obese.

Pfizer also is behind BARC, or the Body Assessment Rating for Canines, a new online assessment tool designed to help dog owners determine if their dogs are overweight or obese, or are engaging in behaviors that contribute toward canine obesity. BARC is available at www.StopCanineObesity.com.

Daniel Martz, a spokesman for Pfizer Animal Health, declined to reveal who created the Web site or if any other DTC advertising is planned in support of the brand "for proprietary reasons."

However, sources tell Marketing Daily that the Web site was created by MGH Advertising in Owings Mills, Md. MGH has done other DTC work for Pfizer in the past, including a public outreach campaign regarding a Medicare-approved drug discount.

MGH launched a comprehensive national public relations push for Slentrol on Jan. 5, after the drug was approved by the FDA. The push reached more than 250 million people nationally and internationally, sources said, and included a reference to the Pfizer drug in a monologue by Jay Leno on "The Tonight Show," along with more than 500 newspaper articles and more than 375 radio and TV segments.

The development of BARC was spurred by two national surveys recently commissioned by Pfizer Animal Health that polled dog owners and veterinarians on their awareness of canine obesity.

The studies found that only 17% of dog owners believe their dogs are overweight or obese. Veterinarians, however, indicate that on average nearly half (47%) of their canine patients would be classified as overweight or obese, which is consistent with national statistics.

BARC's short quiz is meant to prompt owners to think about the behavioral and physical conditions that might indicate that their dogs are overweight or obese. Owners are encouraged to visit their veterinarians for a complete physical exam of their dogs, including an obesity assessment and discussion on establishing new, healthy habits to help manage weight.

Developed specifically for dogs, Slentrol is the first U.S.-licensed Microsomal Triglyceride Transfer Protein (MTP) inhibitor--a medicine with a unique mode of action that works differently from human weight-loss drugs. Slentrol works by decreasing appetite and food intake and it can be used with any nutritionally balanced diet. It can not be used by humans or by cats.

Studies have shown that canine obesity is associated with serious medical conditions, including: osteoarthritis; cardiac disease; respiratory conditions; heat or exercise intolerance; dermatological problems affecting skin, hair and coat; compromised immune function; and increased surgical and anesthetic risks. In addition, weight loss is typically first-line therapy for osteoarthritis, and cardiovascular and respiratory diseases.