‘don’t let asthma take the first step’, GSK campaign

Health: “Don’t let asthma take the first step”, GSK campaign

“Act don’t react”. Or more simply “don’t put off until tomorrow what you can do today”. A recommendation which in this case concerns a pathology, such as asthma. This is the affirmation of the “disease awareness” campaign promoted by Gsk, aimed at everyone, regardless of age (http://actdontreact.gsk.com/it-it/), and also relayed on the social networks of the pharmaceutical company. Simple, straightforward, and mostly free of warnings and feelings of guilt, the campaign, in the opening video, gets straight to the point: “Don’t let asthma symptoms ruin your special moment.” That’s why it’s important to act now and not wait for asthma to take the first step.

“What patients do not want to accept – explains in a note Oliviero Rossi, from the Sod di Immunoallergologia Careggi University Hospital in Florence – is that asthma is a chronic disease and must always be treated, not only in case need. It is not a shame to have asthma and above all it is not an obstacle to life. Many top athletes suffer from it, several have become Olympic champions”. Recent data tell us that about 3 million Italians – 5 to 7% of the population – have a diagnosis of bronchial asthma in a more or less severe form, but compliance with the prescribed treatment leaves something to be desired. indicate to us that the treatments are not followed regularly by the patients There is a tendency to forget to follow a therapy in the absence of symptoms: 6 out of 10 in adolescents and 1 out of 2 in adults.

“Yes, the numbers are ruthless – continues Rossi – Perhaps the lack of compliance lies in the transitory nature of the symptoms, which encourages the patient not to comply with the prescriptions. Not knowing that the lack of pharmacological control of the forms defined as persistent can lead to a worsening of the disease, which manifests itself in more severe and difficult to manage flare-ups, with consequences for general health and quality of life.They range from dyspnea, or difficulty in breathe, which can go as far as feeling “hungry for air”, coughing and “wheezing” along the airways, which are consecutive to the narrowing of the air passage caused by inflammation. Particular attention should be paid to the cough, which in asthma is almost always dry and without mucus production and may represent the first warning sign.

Asthma is therefore a chronic disease and requires basic treatment. “We are faced with inflammation and bronchoconstriction – explains Rossi – and the recommended drugs are basically anti-inflammatories (cortisones) and bronchodilators, which can be combined, depending on the severity, with other drugs such as antileukotrienes . However, it is essential to distinguish the different types of asthma, to understand, thanks to innovative tests, which different inflammatory proteins are responsible for the disease and therefore which targeted therapy must be administered to each patient”.

“Asthma – continues the specialist – is a target of personalized medicine since we have the possibility of selecting patients using biomarkers. Thanks to biomarkers, we can identify the mechanism that causes the disease in a given patient. With an accurate diagnosis, personalized medicine can guarantee several advantages: the choice of the most effective therapy and the most appropriate inhaler for each patient.”

The campaign – concludes the note from GSK – aims to shake up and invite patients to reflect on how, even for asthma, the future is in their hands. Take the first step to check for disease.

(Red Salute / Adnkronos)

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