DULERA: Sue's World

DDB, McCann Erickson

The business situation

Asthma is a chronic inflammatory disease characterized by pulmonary inflammation leading to bronchial contraction. Inflammation can cause recurring "attacks" of wheezing, breathlessness, and coughing, as well as reduced lung function. Many patients with severe asthma have frequent exacerbations (or "attacks") requiring emergency treatment.1 Published research shows that approximately one-third of asthma patients experience exacerbations on a regular basis and, as such, can be considered "uncontrolled."2

In mid 2012, DULERAi was launched as a new asthma treatment, intended to reduce the underlying inflammation of the lungs and subsequent frequency of attacks. DULERA is classified as fixed dose combination (FDC) therapy which combines two types of medications, inhaled corticosteroid (ICS) and long acting beta agonist (LABA). At the time of the launch, DULERA was the 3rd to market entry in this well established category.