The biggest issue with COPD devices is that patients often use them incorrectly. How can they get the results they need if all of the medication isn’t being delivered? The “Delivery Counts” campaign was an unbranded campaign to raise awareness of the shortcomings of current COPD hand-held devices. This created an unmet need that Lonhala Magnair, a new and effective nebulizing device that was coming to market, could later fill.