Lack of awareness

Xu's interactions with herders over the years and his deep familiarity with their diet and habits have deepened his understanding of health problems on the arid plateau.

"Many lack even a basic understanding of disease," he said, adding that ignorance is taking a heavy toll on people's health.

He cited high blood pressure, or hypertension, as an example, saying that about 75 percent of such patients across China do not realize they have the condition, and of those who do, less than 30 percent have sought treatment. The numbers may be higher among the high-plains herders as a result of their poor health awareness.

"People with diabetes, high blood pressure and elevated levels of blood cholesterol seldom take pills. It's not that they can't afford them, they just don't know it's important, and that's scary," he said.

To help turn the tide－something he acknowledged will be a long process－h(huán)e readily accepted an invitation to shoot a short video about the basics of high blood pressure and diabetes.

Local officials said the video message will be shared with the county's 14,400 residents via the local government's official WeChat account.

Speaking slowly in Mandarin, Xu stressed the cost of not managing chronic diseases through medication or dietary changes.

He compared the fat that clogs blood vessels with dumpling fillings as he explained the process of accumulation on the vessels' inner walls, which can turn hypertension into a life-threatening condition if medication is not taken every day.

"You can spend about 200 yuan ($31) a month on medication, but if you don't, you will be paying 200,000 yuan to treat a cerebral hemorrhage," he told his viewers.

At times, Xu asked a Tibetan official at his side if the local people would understand his simple expressions. He was reassured to learn that in most herding families the children attend school and learn Mandarin, so they are able to relay his message to older relatives.

"To rein in chronic diseases, doctors can only accomplish half the task by providing accurate diagnoses," Xu said. "The rest is down to the patients themselves."