THE STRATEGY

ProAir RespiClick is a new asthma rescue inhaler technology struggling to get people to switch from the traditional inhalers with which they are so comfortable. It looks different. It feels different. It’s more expensive. And it isn’t any better than the other rescue inhalers on the market. So we decided to grow the franchise by focusing on the pediatric audience, creating an engaging brand that spoke just toparents and kids with asthma; something no other brand was attempting to do. The rationale was since most people with asthma, and especially parents of children with asthma, are loathe to switch from a product they have confidence in and feel comfortable with, they are likely to remain committed to the brand for a long time to come. Retention on steroids (but without the steroids) !