Asthma and COPD Marketing - Part 1 (GSK)
GSK is employing both traditional and digital marketing mediums to market its asthma and COPD branded drugs. Some marketing approaches used to market its asthma and COPD branded drugs include digital innovation, thought leadership, direct-to-consumer marketing, and strategic partnerships.
GSK has formed three major strategic partnerships for marketing its asthma and COPD branded drugs.
GSK has partnered with COPD Foundation, Jvion and Geisinger. This joint venture will use an innovative approach that leverages cognitive machine learning and COPD patient data. It will allow GSK to identify COPD patients at risk of hospitalization, who have the highest probability for benefiting from new medications.
GSK has expanded its partnership with Propeller Health primarily to promote its COPD branded drugs. With this deal, GSK will be able to tailor their care management packages to better suite the needs of patients with respiratory conditions. It will be made possible thanks to Propeller Health's innovative sensor technology.
GSK is also partnering with physicians and key players, to generate data sets around the cost burden of COPD and the impact of those cost drivers. GSK is doing this to strengthen its market position as they plan to launch up to 10 new respiratory drugs in the next five or six years.
DIRECT-TO-CONSUMER (DTC) MARKETING
GSK has launched an asthma awareness campaign to make people aware of this chronic disease and market its COPD branded drugs. With this campaign, GSK will deliver a presentation, through its apprentices, to local sports club coaches on how to recognize the symptoms of asthma. Serving as a direct-to-consumer marketing approach, GSK would guide people on what to do if someone is having an asthma attack. Accompanying apprentices during this campaign, GSK would also make a qualified nurse available to answer medical questions consumers may have.
Also, in a strategic shift, GSK launched a 'Volume to Value' campaign, by financing an extensive unbranded DTC effort in the asthma space on TV, in print, and online (Asthma.com). This marketing approach is aimed at directly reaching consumers where they may be.
GSK is confirmed to have consistently remained active in the digital space. In recent developments, GSK is looking to apply artificial intelligence to drug discover, targeting COPD adherence with sensor technology, and rolling out its first medical mobile app.
With its mobile app, GSK has launched an innovation that will help asthma patients to manage their conditions better. This would be achieved by tracking potential triggers, syncing exercise data from other devices, and allowing patients to share their data with their doctors. This digital innovation closes the marketing loop between GSK and consumers, helping the company to market its asthma and COPD drugs.
It is interesting to note that, GSK's expanded partnership with Propeller Health, which would roll out its sensor technology, as well as the joint-venture with COPD Foundation, which is targeted at applying artificial intelligence to drug discover, are also digital innovations aimed at marketing its asthma and COPD branded drugs.
By going into strategic partnerships, launching massive asthma awareness campaigns and building an innovative mobile app, GSK has maintained thought-leadership both with direct consumers and key players.
However, GSK has ensured its thought-leadership position is maintained by creating relevant publications aimed at helping patients manage COPD. A notable example is a publication explaining 10 things about living with COPD to patients.
Having spent $102 Million on direct-to-consumer marketing in 2017, and projected to do same in 2018/2019, GSK will hope to maintain their thought-leadership position directly with consumers.
GSK is marketing their asthma and COPD branded products using both traditional and digital marketing approaches.
While they have been projected to maintain their $102 Million direct-to-consumer marketing spend in 2018/2019, they are also employing digital innovation, thought-leadership, and strategic partnerships to market their asthma and COPD branded drugs.