A self-testing mini program that’s a natural fit in daily life can facilitate early detection of COPD as most sufferers are undiagnosed due to lack of awareness or availability of an easy testing process. There is inevitable reluctance too amongst smokers (smoking is the main cause of COPD) for the fear of knowing the worse. Thus, this mini program, customized to be used through WeChat – China’s most popular messaging platform (used by 87% smart phone users) makes screening simple, easy and convenient. It measures the patient’s lungs function, and advices a hospital check-up if the results are below 70%.

GSK - Glaxo Smith Kline has sponsored this effort. 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 are not available in public domain.

Most undiagnosed sufferers being unaware of COPD need a detection, but the cumbersome process at hospitals becomes a barrier. A simple mini program on a smart phone popular messaging platform, WeChat can encourage them to do a self-testing and go for a check-up if needed.

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 self-testing

Objective: Develop a simple to use mini program that fits in their daily lifestyle to encourage easy testing which otherwise is cumbersome requiring a hospital visit.

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 to public on the wechat platform. Till end of Apri there are more than more than 10 thousand click rate.