Ethical Pharmaceutical brands are not allowed to release any branded patient communication. China has a heavily regulated healthcare model delivered mostly through public hospitals and thus quantitative records of patients is not available as open information.

COPD patient are around 40-70 years old. 95% are unaware that they have the condition until late stage. Most of them have smart phone. This is the first mobile screening tool on wechat. Collaborating with Chinese artist, make it an interesting way for them to use.

Situation: COPD is a progressive irreversible condition. It is the 3rd largest cause of death in China. Smoking, second hand smoke and pollution are the main reasons for this condition and China remains vulnerable to all of them. 1 out of 3 smokers of the world live in China, about 100000 people die every year due to second hand smoke and China has alarming environmental pollution due to mass scale industrialization.

The burden of COPD is huge due to low disease awareness and low lung function tests conducted for screening and management. Amongst an estimated 100 million sufferers, < 30% are even aware of COPD.

Brief: Increase awareness for early screening and management

Objective: Develop a simple to use tool that fits in their daily lifestyle to encourage screening for early intervention and reduce mortality as well as facilitate an easier management process which becomes cumbersome with repeated hospital visits.

Making the mobile COPD self – testing mini program.

This is the first ever COPD self-testing program on WeChat – China’s most popular messaging platform. Collaborating with doctors and a popular Chinese blowing-ink artist, made the mini program interesting to use and share to spread awareness. A lower than 70% result prompts the program to advise users to undergo a hospital check-up. Users can share their bespoke tree on social media to encourage more people to take the test. Cutting edge science merged with art, we help connect a lost COPD generation and offer a breath of life for those who need it most.

Simplicity has always initiated a shift in behavior and created a major impact.

Data proves that the Chinese burden of COPD rests mostly on low disease awareness and low diagnosis rates. With 350 million smokers, 64% of Chinese adults smoking regularly, 70% of sufferers exposed to second hand smoke and increasing environmental pollution, the key to making a substantial change rested with awareness for easy and early screening. With less than 7% sufferers being properly diagnosed for COPD, something needed to change at the source to create an impact.

Thus, the strategy focused on:

Getting the expert consensus for a simple tool to measure lung function

Enticing end users with a simple tool that fits naturally as a part of their daily lifestyle

Thus, this mini program was aimed to bring simplicity for early screening through a smart phone, monitor progress and help physicians to manage their patients better.

This mini program has just launched on 13th Apr,2019 to public on the wechat platform. Till end of Apri there are more than more than 10 thousand click rate.

This mini program has just launched on 13th Apr,2019 to public on the wechat platform. Till end of Apri there are more than more than 10 thousand click rate.