GSK and McCann Health Managed Markets

The Multiple Paths Campaign 

The inhaled respiratory marketplace has become highly commoditized and competitive, with multiple classes, products and inhaler types. Payers perceive the market as undifferentiated. GSK, the only company with multiple options to treat COPD and asthma, launched this campaign to increase awareness of its Ellipta Portfolio. It sends its audience down piping pathways that represent bronchial airways, illustrating the multiple treatment options available.