RT Journal Article
SR Electronic
T1 Know it, check it, treat it – COPD consumer mobilisation campaign. A pilot study
JF European Respiratory Journal
JO Eur Respir J
FD European Respiratory Society
SP p3774
VO 38
IS Suppl 55
A1 June Roberts
A1 Helena Cullen
A1 Nawar Diar Bakerly
YR 2011
UL http://erj.ersjournals.com/content/38/Suppl_55/p3774.abstract
AB Background: COPD is under diagnosed and awareness amongst the public is low.Aims: To develop and pilot a consumer mobilisation campaign* to increase public awareness of COPD and encourage the undiagnosed local population to recognise symptoms and present for further assessment.Methods: Insights into attitudes to COPD and motivators/barriers to health messages were collected through focus groups with local clinicians and members of the public. Key messages were communicated using a variety of media over a 3-month period. Pre and post campaign awareness amongst clinicians and the public was measured using market research techniques.Results: Key insights from focus groups:Don't focus on smoking - “We don't like anti-smoking messages”Get people to join the dots between their symptoms and COPD - “It's only just dawned on me that my cough is not normal”Make the message personal - “COPD may mean you become dependent on others” was a message that shocked people and would more likely prompt actionMake statistics real – “1 in 7” people registered more with the target audience than “3.7 million people have the disease”Of 75 people surveyed post launch:Prompted awareness of COPD increased by 24% and its symptoms by 9%Of 25 general practices surveyed post launch:Awareness of the campaign amongst clinicians was high (80% unprompted)There was an average increase in diagnosis rates of 2 patients per practice prompted by the campaign (range 0-15)Conclusion: COPD consumer mobilisation campaigns can increase public awareness and diagnosis rates. Further work is needed.*Campaign developed and funded by Boehringer Ingelheim Ltd and Pfizer Ltd in collaboration with NHS Salford