Healthy Skepticism Library item: 18812

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Tyer D
Pfizer and Boehringer pilot COPD campaign
InPharm 2010 Nov 9
http://www.inpharm.com/news/101109/pfizer-boehringer-pilot-copd-campaign

Full text:

The COPD: Know It, Check It, Treat It campaign is being piloted in Salford
Pfizer and Boehringer Ingelheim have mobilised a soap opera star, painted rugby players and a special ‘breathing bus’ for a UK COPD disease awareness pilot.

The pharma companies’ COPD: Know It, Check It, Treat It campaign is being run first in Salford, Greater Manchester and, if deemed a success, will be followed by a series of similar regional campaigns next year.

The campaign is jointly funded by Pfizer and Boehringer, who co-market Spiriva, which last year earned $3.35 billion in global sales to make it one of the best-selling COPD treatments.

The marketing partners’ awareness raising efforts include support from Coronation Street star Liz Dawn, herself a COPD sufferer, and the Salford Reds rugby league club – whose players agreed to have the campaign slogan painted on their bodies.

There will be a ‘breathing bus’, which is visiting the area to offer COPD screening, lifestyle advice and tips on how to stop smoking.

Pfizer and Boehringer have also sent out leaflets and posters to all the GP practices in Salford and have branded the medicines bags local pharmacies dispense drugs in with the campaign information and its website address.

Salford was chosen because it is thought to be home to 6,000 people who may have COPD without realising it, along with another 6,000 who have been diagnosed with the respiratory condition.

COPD, a catch-all term for a range of conditions including chronic bronchitis and emphysema, is thought to affect around 3.7 million people in the UK, over three quarters of whom are unaware that they have the disease.

Early diagnosis with COPD is key for it to be properly managed, so the campaign aims to persuade members of the public who recongise the disease systems to see their GP or practice nurse to get checked out and receive advice on how to better manage the condition.

The launch of the campaign pilot comes ahead of World COPD Day on 17 November, and a local press campaign to highlight the availability of the Breathing Bus will coincide with this date.