The pharma giant has called in Kendle Healthcare to 'identify' global opinion leaders in the asthma, chronic obstructive pulmonary disease (COPD) and respiratory allergy fields.
GSK products in the area include Seretide - licensed for both asthma and COPD and the firm's top sales driver - Serevent and Flixotide.
Gilbert Nadeau, professional relations strategy director at the drugs giant, said in a statement: 'You might imagine that GSK, being a major force in respiratory medicine for over 25 years, would know the opinion leaders, and indeed we do.'
He explained that Kendle Healthcare would augment GSK's 'market intelligence', adding: 'The identification of rising stars is particularly interesting.'
GSK rivals in the respiratory market include AstraZeneca, which makes Symbicort, Merck, which is behind Singulair, and Altana Pharma/Pfizer, which produce Daxas.
Kendle Healthcare MD Neil Kendle markets his agency's web-based approach to opinion leader development under the banner 'Censeo Opinion Leader Intelligence'.