Volume 19 Issue 2 June 2010Original Research
The effectiveness of a social marketing model on casefinding
for COPD in a deprived inner city population
Pages 104-108
*Ricardo JP José, June Roberts, Nawar Diar Bakerly
Department of Respiratory Medicine, Salford Royal NHS Foundation Trust, Manchester, UK
Received 21 February 2009 • Accepted 26 June 2009 • Online 15 September 2009
Abstract
AIM: To evaluate the effectiveness of a social marketing model on case-finding for COPD in a population with high smoking rates and
COPD prevalence.
METHODS: A two-week marketing campaign was conducted using high visibility posters, leaflets distributed with the local newspaper, and
the creation of a free automated COPD information line. The primary outcome measure was the number of newly-diagnosed cases of
COPD as a result of the campaign. Secondary outcomes measures were: the number of phone calls to the information line up to four
weeks after the end of the campaign; the number of individuals who presented to their general practitioner (GP) for spirometry as a result
of the campaign; and responses to a questionnaire sent to members of the public to analyse and assess the visibility and impact of the
campaign.
RESULTS: Ten people came forward to have spirometry performed and all had non-obstructive results. Nine calls were made to the dedicated
COPD phone line. 135 out of 400 members of the public (34%) responded to the questionnaire; of these, only 34 (25%) recalled seeing
a campaign poster.
CONCLUSIONS: Posters and leaflets from this campaign were visible but only led to 10 individuals coming forward for spirometry, none of
whom had COPD. This form of healthcare marketing was costly and not effective for COPD case-finding in our area.
Keywords
COPD, case-finding, social marketing, healthcare behaviour, marketing campaign
* Corresponding author. Ricardo JP José Tel: +44 (0)161 7897373 Email: rjpj@ananzi.co.za | |
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