How do HCPs know what patients really think and feel when suffering with a disease or if their medication is working? Are they holding back, afraid to share what’s truly going on? We decided to find out.

Similar to Chevrolet’s Real people, Not actors campaign, “Behind the Glass” let real patients with COPD experience Lonhala Magnair for themselves, truly capturing what they think and feel about this new nebulizer. It gave HCPs the opportunity to hear patients’ feedback firsthand while patients in turn, felt comfortable to speak candidly due to the protection of a one-way mirror. It was a powerful and emotional initiative behind and in front of the glass.