The MPDA Conference: Marketing to the Overweight American will take place at the Crowne Plaza Hotel in Silver Spring, MD on September 27-28, 2011. The MPDA Conference: Marketing to the Overweight American is designed for marketers of products or services such as drugs, devices, diets, supplements, meal replacements, and services designed to help overweight Americans lose weight and improve their quality of life. This conference will feature best in class speakers as well as case studies, market analyses, behavioral research, and regulatory discussions designed to make sure your weight loss products and services are marketed in the most effective fashion to the consumers who are most in need of their benefits. This conference is a great way for anyone in the weight loss industry to immediately improve the ROI of their weight loss product by better understanding the target market of the overweight American as well as benchmark against best practices from other products in your industry and viable substitute products for your target consumer in other industries.
This was forwarded to me on a body positive listserve that I’m part of. I haven’t been able to find it on Google so it’s unverified, but stick with me a minute on it:
If it’s a real thing and if I thought I could go spy on this conference without going all medieval on someone I would.
In the meantime, here’s my guess at the session line-up:
Manipulating Statics: How to convince people of anything, and get the news to run it as fact. Case Study: Ob*sity costs the workplace billions of dollars
Lowering Self-Esteem: People will buy more weight loss products if we can convince them that they can’t love themselves until they are thin.
Advanced Conflation: We can sell a ton of crap if we can make people believe that health and weight are the same thing.
VFHT- The Secret Weapon: Combat those pesky healthy fat people with the Vague Future Health Threat by telling them that they can’t possibly be fat and healthy because they will die someday.
Lessons from The Biggest Loser: Convince people to pay you and thank you for treating them as sub-human. Bonus points if you make them cry and vomit.
Won’t Somebody Please Think of the Children: Bring kids into it to increase the panic response and decrease logic among those still noticing our horrible research and success rates. Get CNN and the First Lady involved if you can.
At the end of the day, let’s remember that this is on us. Nobody sells stuff to us, – we buy it. Whether or not this particular conference is actually happening, we know that a lot of time, energy and money is expended by the diet industry figuring out how best to get fat people to buy their stuff. I’m going to go out on a limb and say if any of the stuff actually did what they say it does, they wouldn’t need to have a conference or all that marketing to sell it to people.
Let’s be smarter than hype and marketing.