The American Medical Association's designation of obesity as a disease will raise awareness, but it will not result in significant marketing changes, executives at drugmakers Vivus and Arena say. Vivus, which makes anti-obesity drug Qsymia, will incorporate the AMA's stance into promotional material but plan no immediate changes to direct-to-consumer advertising. Nonetheless, the designation will be a conversation starter for doctors and patients, and the sector is likely to follow the same path as antidepressants, Orexigen Chief Commercial Officer Mark Booth says.

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