That means reps need to be highly educated, so they can, in turn, educate doctors. "We're no longer just sending reps in to talk to practitioners," Bartolome said. In a way, Glaxo's respiratory franchise is a test case for the new model, with two U.S. respiratory approvals in the past year; another for Incruse Ellipta potentially on the way this week; plus another 5 products in late-stage development. Analysts expect Anoro and recently launched respiratory med Breo to eventually break the blockbuster barrier as Advair flags. But skeptics abound.