José Ricardo J P, Roberts June, Bakerly Nawar Diar
Department of Respiratory Medicine, Salford Royal NHS Foundation Trust, Manchester, UK.
Prim Care Respir J. 2010 Jun;19(2):104-8. doi: 10.4104/pcrj.2009.00050.
To evaluate the effectiveness of a social marketing model on case-finding for COPD in a population with high smoking rates and COPD prevalence.
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.
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.
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.
评估一种社会营销模式在吸烟率和慢性阻塞性肺疾病（COPD）患病率较高的人群中进行COPD病例发现的有效性。
开展了为期两周的营销活动，使用了高可见度的海报、随当地报纸分发的传单，并设立了一条免费的COPD自动信息热线。主要结局指标是该活动导致的新诊断COPD病例数。次要结局指标包括：活动结束后四周内拨打信息热线的电话数量；因该活动前往全科医生（GP）处进行肺活量测定的人数；以及向公众发放的用于分析和评估活动可见度及影响的问卷的回复情况。
有10人前来进行肺活量测定，结果均为非阻塞性。拨打COPD专用热线电话9次。400名公众中有135人（34%）回复了问卷；其中，只有34人（25%）记得看到过活动海报。
本次活动的海报和传单有一定可见度，但仅促使10人前来进行肺活量测定，且这些人均无COPD。这种形式的医疗保健营销成本高昂，在我们地区对COPD病例发现并不有效。
