New York Times reporter Stu Elliott gave us a nice write-up in his advertising column: Telling Dieters a Pill Works Only If They Work, Too. (You may need to register to read the article.)
He pretty much nails the nut of our message... alli only works if you work at it.
And he notes the complexity of the ad campaign for alli: we're working with no less than seven agencies (from print and TV advertising to direct marketing to PR to online and interactive to media buying). If I seem a little frazzled, that's probably why...