Because NTM is a rare, orphan lung disease, affecting people who have damage from other pre-existing lung diseases like bronchiectasis or COPD, we needed to target pulmonologists with our campaign. This campaign appeared in print, on websites, in banner ads, and at convention booths in Europe and the United States.

According to the US Federal Trade Commission, advertisements must be

truthful, cannot be deceptive or unfair, and must be evidence-based. In

addition, the Federal Drug Administration advises that disease-related

advertisements/communications be disease- or health condition-specific,

enhance education, be clear and accurate, and contain a responsible public

health message.