How do we engage COPD patients so they can choose to have a more positive outlook?

Communications Planning

Client

Pharmaceutical company

The Challenge

There is evidence to show that as COPD progresses to more advanced stages, there can be a tendency for patients to become increasingly housebound and isolated. Find stories to help engage patients and the medical profession in constructive dialogue.

Ethnography

We developed patient stories that demonstrate the importance of remaining positive, going outside, seeing friends and carrying out activities – challenging the embarrassment some people feel from breathlessness that can lead to isolation.

Outcome

The stories form part of a video library on the client’s website www.copdchoices.gsk.com/en-gb/video-library/ which encourages people to seek advice and support, and helps patients set daily goals, open up more constructive dialogue with their doctors and connect with friends and family.

Bob's perspective on living with COPD