Increasing diagnosis rates by highlighting the diverse symptoms of coeliac disease
It is estimated that 1 in 70 Australians live with coeliac disease, yet concerningly approximately 80% of these individuals remain undiagnosed. This gap in diagnosis highlights the need for increased awareness and understanding of the wide-ranging symptoms of the disease, extending beyond the conventional gastrointestinal signs.
New Insights
To understand what prompted our members to initiate their journey to diagnosis, and inform our 2024 Coeliac Awareness Week campaign, Coeliac Australia conducted an online poll of our member database. This poll uncovered a valuable result – that 66% of diagnoses were attributed to non-gastrointestinal signs and symptoms. This was an interesting insight, given gut symptoms have traditionally associated with coeliac disease. Another finding was that 31% of participants received their diagnosis following abnormal blood tests that indicated nutrient deficiencies or issues with liver enzymes, while 11% identified chronic symptoms such as fatigue, joint pain, and skin rashes as key factors leading to their diagnosis.
Turning Awareness into Action
Building on the momentum from our previous awareness campaigns, the objective in 2024 went beyond simply raising awareness of coeliac disease and the need for testing, to initiating tangible action – to driving Australians to complete our self-assessment quiz.
Results
Our media messaging had a reach of more than 58 million, website traffic increased by more than 1000% and more importantly, within Coeliac Awareness Week more than 10,000 Australians completed the first step in their diagnosis journey – completing our online self-assessment quiz, and numbers have increased week-on-week with more than 16,000 people completing it as a result of the awareness campaign.
What’s Next?
Coeliac Australia will continue to raise awareness of the importance of early diagnosis, and will monitor MBS data to check for uplift in antibody testing.
