Background and aims The Act on Axial SpA campaign is dedicated to minimising the lengthy 8.5-year delay in diagnosing axial spondyloarthritis (axial SpA) by implementing a pioneering Gold Standard diagnosis time of just one year. Collaborating with the Belfast Health & Social Care Trust, our initiative aims to streamline the patient journey from symptom onset to diagnosis through a comprehensive, integrated intervention package. By enhancing awareness of Axial SpA and optimising diagnostic procedures alongside specialist care pathways, our pilot project endeavours to abbreviate the time to diagnosis, thereby serving as a blueprint for broader implementation across healthcare systems. Methods In partnership with a specialist Belfast-based creative agency, we devised a geo-targeted, multi-channel media campaign to bolster public awareness. Our strategy encompassed out-of-home advertising, radio promotions, and targeted social media adverts. The campaign featured 85 out-of-home advertising panels across 85 locations, radio slots on Cool FM, and geographically tailored social media adverts on Facebook and Instagram. Spanning six weeks during January and February 2024, we meticulously tracked the campaign's performance through standard social media and digital analytics platforms. Results Our campaign resonated strongly with individuals experiencing low back pain, prompting them to take action by utilising the NASS symptom checker. Over the six-week period, our social media outreach amassed an impressive 995,399 impressions and reached 831,390 individuals. Out-of-home advertising achieved an 81% reach among 18–40-year-olds in Belfast, engaging over 88,000 individuals. Additionally, radio partnership adverts reached more than 565,000 adults across Northern Ireland. This extensive reach translated into robust engagement metrics: • Social media ads garnered 16,799 clicks and 227,158 engagements. • Radio advertising led to 2,390 readership engagements on Cool FM. • The Act on Axial SpA website witnessed a surge in traffic, with 2,976 users from Belfast visiting during the campaign, compared to 285 in the entirety of 2023. • Remarkably, the NASS symptom checker experienced a staggering 4,389% increase in average daily completions during the campaign. (Figure 1) OP02 Figure 1.Number of people completing the NASS symptom checker in Belfast. (Source: Google Analytics). Conclusions Our findings demonstrate the efficacy of engaging individuals with longstanding low back pain through innovative, visually compelling marketing materials infused with public health messaging. Moreover, early clinical data suggests that heightened public awareness can be achieved without overwhelming the healthcare system, while expediting patients' journeys towards diagnosis. By continuing to monitor referrals and diagnoses, we aim to assess the long-term impact of our campaign on addressing delays in axial SpA diagnosis.

中文翻译：

---

OP02 弥合差距：通过创新的公共卫生活动减少中轴型脊柱关节炎诊断的延误


背景和目标 《轴向脊柱关节炎法案》运动致力于通过实施仅一年的开创性黄金标准诊断时间，最大限度地减少诊断中轴型脊柱关节炎 （axial SpA） 的 8.5 年漫长延迟。与贝尔法斯特健康与社会关怀信托合作，我们的倡议旨在通过一个全面的、综合的干预包，简化患者从症状出现到诊断的旅程。通过提高对 Axial SpA 的认识并优化诊断程序以及专科护理路径，我们的试点项目努力缩短诊断时间，从而作为在医疗保健系统中更广泛实施的蓝图。方法 我们与位于贝尔法斯特的专业创意机构合作，设计了一个针对地理位置的多渠道媒体活动，以提高公众意识。我们的策略包括户外广告、广播促销和有针对性的社交媒体广告。该活动在 85 个地点投放了 85 个户外广告板块、Cool FM 上的广播时段，以及 Facebook 和 Instagram 上针对特定地理位置的社交媒体广告。在 2024 年 1 月和 2 月的六周时间里，我们通过标准的社交媒体和数字分析平台仔细跟踪了活动的效果。结果我们的活动在患有腰痛的人中引起了强烈共鸣，促使他们通过使用 NASS 症状检查器采取行动。在为期六周的时间里，我们的社交媒体推广积累了令人印象深刻的 995,399 次展示，覆盖了 831,390 人。户外广告在贝尔法斯特 18-40 岁的人群中实现了 81% 的触达率，吸引了超过 88,000 人。此外，广播合作广告覆盖了北爱尔兰超过 565,000 名成年人。 这种广泛的覆盖面转化为强大的参与度指标：• 社交媒体广告获得了 16,799 次点击和 227,158 次参与。• 广播广告在 Cool FM 上带来了 2,390 名读者参与。• Axial SpA 网站上的 Act on Axial SpA 网站流量激增，在活动期间有 2,976 名来自贝尔法斯特的用户访问，而 2023 年全年只有 285 名。• 值得注意的是，在活动期间，NASS 症状检查器的平均每日完成率增长了惊人的 4,389%。（图 1）OP02 图 1.贝尔法斯特完成 NASS 症状检查器的人数。（来源： 谷歌分析）.结论 我们的研究结果表明，通过注入公共卫生信息的创新、视觉上引人注目的营销材料来吸引长期腰痛患者的有效性。此外，早期临床数据表明，可以在不压垮医疗保健系统的情况下提高公众意识，同时加快患者的诊断过程。通过继续监测转诊和诊断，我们的目标是评估我们的活动对解决轴向 SpA 诊断延误的长期影响。