Effectiveness of continuity in “World Day of COPD” awareness campaign on case finding for COPD in target population

Background and aim: To evaluate effectiveness of continuity in awareness disease campaign on case-finding for COPD in a target population: over 35, smokers/ex-smokers, at least one respiratory symptom. Methods: 1-week marketing campaign was conducted 2009-2010 in WCD, using different marketing tools. Target population had open access to spirometry. Population was encouraged to visit COPD web-site to inform and take on-line COPD risk-test. In 2009 – high visibility posters, leaflets within medical offices, press conference on World COPD Day. In 2010 – media campaign, press conference precede COPD Week, leaflets as personal letters from President of Romanian Society of Pneumology, distributed directly to population,through telephony companies. Primary outcome was number of COPD diagnosed. Secondary outcomes measures: unique site visitors, number of persons who perform on-line COPD risk test. Results: In 2009, 3494 persons were tested, 847 diagnosed (24%). In 2010, 4298 persons were tested, 1259 diagnosed (29%) – see Table 1. Web-site access: 804 in 2009, with 245 on-line test (30%); 5006 in 2010, with 2367 on-line test (46%) – see Table 2. Conclusion: Continuity in awareness disease campaign on COPD case-finding increased presentation and interest about COPD. Awareness campaign in media, more personalized messages, directly addressed to potential patients, increased effectiveness of social marketing models.