Ogilvy & Mather London developed the campaign, called Breathless Choir and set to Sting's "Every Breath You Take."
Symptom-driven care is falling out of favor with lung-drug leaders increasingly interested in assigning optimal treatment approaches to patient conditions.
Current treatments, including steroids and ibuprofen, help control symptoms. But the side-effect profiles are difficult for patients to manage.
GlaxoSmithKline's Advair brought in $4.8 billion in U.S. sales in 2015, edging out Boehringer Ingelheim's Spiriva Handihaler ($3.4 billion) and AstraZeneca's Symbicort ($2.6 billion).
Teva acquires sensor-based inhaler; EU conditionally approves Amgen's cancer drug, Blincyto; Novartis CEO says targeted therapies may reduce unnecessary US healthcare spending
There has been little talk about mepolizumab but an approval would fill out GSK's flagging respiratory category.
CVS will buy institutional pharmacy Omnicare in a $12.7-billion deal; ProPublica says the FDA and GlaxoSmithKline failed to protect patients from misusing Advair; Regeneron and Sanofi expect to file RA drug sarilumab with the FDA in the fourth quarter of this year
A court halted the launch of Sandoz's biosimilar; GSK said it is concerned about Advair competition in the US; an FDA panel is expected to vote on a female sexual disorder drug
Nexium tops the list of Medicare's spending on brand drugs; Gilead Sciences doubles its first-quarter profit; Pfizer reportedly wants to buy a rare-disease drug company
Doctors tell investment firm Leerink they don't anticipate upping their prescriptions of the new Ellipta line.
GlaxoSmithKline's third-quarter sales fell 10% for the quarter, compared to last year, and new Ellipta products failed to cushion the 24% drop in US Advair sales.
Lilly's weekly GLP-1 shot is approved, BI expands its lung-cancer portfolio, GSK's China investigation closes, NY proposed Sovaldi triage and India imposed price limits on 36 new medicines.
The company said in a statement that the findings indicated the Spiriva-Striverdi combination treatment could help patients "return to a more independent life."
Pfizer will sell two Novartis drugs in the UK.
Roche has beat out rumored competitors GlaxoSmithKline and Sanofi in a run-off to acquire California biotech InterMune.
The FDA has approved Arnuity Ellipta for asthma.
The refresh launched soon after the company encouraged investors to take a long view of GSK as the firm posted weak respiratory numbers.
UK drug-cost watchdog backs Sovaldi, Achillion touts HCV interim results, Avastin's latest cancer indication, Ebola outbreak worsens, COPD drug gets panel nod, and study links quick reviews and black-box warnings.
It could also eat into Merck's Pneumovax sales.
GlaxoSmithKline, Actelion, Sanofi and Roche are said to be among a host of suitors.
The Scottish Medicines Consortium gave a thumb's down to GSK's drug and a Boehringer COPD drug.
AstraZeneca has made an $875-million move to beef up its respiratory pipeline by making Almirall's lineup its own.
US sales fell 10%, and corruption allegations in China ate into emerging-market sales.
GlaxoSmithKline claims that Sandoz needs to change the packaging for its generic Advair.
Known as Breo Ellipta in the US, GlaxoSmithKline's Relvar Ellipta was approved by the EMA for asthma and COPD. The overall market is expected to continue to grow, but an NIH study indicates more patient conversations need to happen.
The FDA approved the Breo/Ellipta combo, but analysts are wary about its potential to go beyond the COPD indication in the US.
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