Alpha-1 antitrypsin deficiency is the most common genetic form of COPD. But this rare disease is undiagnosed in 90% of patients. Our client wanted to expand the screening and diagnosis of Alpha-1 through a disease awareness campaign targeting Primary Care Physicians. These HCPs manage COPD patients, but are generally unaware of the prevalence, severity, and generational impact of this inherited condition. We need them to look beyond the obvious cause of COPD, and be more proactive in screening ALL their COPD patients for the hidden genetic link.
Art Direction: Karalyn Ciucci, Eunice Kindred. Copy: DSN, Jeremy Black. Illustration: Saddington Baynes.