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← MARKETCARE·PROTOCOLS·PERSISTENT COUGH OR BREATHING
✦ PROTOCOL · NO 08

Persistent cough or breathing,
two ways.

A cough that won’t finish, wheeze on stairs, shortness of breath when you used to be fine. The chest that’s telling you something has changed. On the left, the pulmonology playbook: imaging, PFTs, inhalers, biologics. On the right, the breath-first protocol that takes over once structural disease is ruled out.

Chest X-ray on lightboxSpirometer mouthpieceBronchoscope coiled on drapePulmonologist at X-ray screen
~10% ADULTS · CHRONIC COUGH
2 TRACKS · 10 STEPS
UPDATED MAY 2026
TRACK · A · conventional

Conventional medicine

Classify the cough by duration (acute <3 wk, subacute 3–8, chronic >8). Image, run pulmonary function tests, and target the cause: post-infectious, asthma, GERD, post-nasal drip, COPD, or rarer (ILD, malignancy, heart failure).

TRACK · B · lung-health

Lung-health / breath-first

Once structural disease and asthma are excluded, much chronic breathlessness traces to dysfunctional breathing, mouth-breathing, low CO2 tolerance, poor air quality, and deconditioning. This track is mechanical, environmental, and behavioral.

Week 0
Primary care visit + red-flag screen

History, lung exam, vitals + SpO2. Red flags: hemoptysis, weight loss, fever, night sweats, leg swelling, dyspnea at rest → expedite. Otherwise outpatient workup.

$80–$220 · Family / internal medicine MD
Day 0
RULE OUT FIRST

Breath-first work starts AFTER imaging and PFTs are clean (or after asthma / COPD is medically managed). Any hemoptysis, weight loss, or acute dyspnea → medical care now.

$80–$420 visit + tests · PCP → chest X-ray + spirometry · non-negotiable
Week 1–2
Chest imaging

Chest X-ray first. Low-dose CT for high-risk smokers (LDCT screening), abnormal X-ray, or unexplained chronic cough.

$80–$220 chest X-ray · $320–$1,200 low-dose CT · Radiology · outpatient imaging
Week 1–2
Breath pattern audit

BOLT score (control-pause). Switch to nasal-only breathing 24/7. Mouth tape at night. Long, light exhales — not bigger breaths. Identify chronic hyperventilation.

$25 book · $0 DIY · Self-directed · Patrick McKeown (Oxygen Advantage)
Week 2–6
Pulmonary function + empiric Rx

Spirometry pre/post bronchodilator (asthma vs COPD). Trial of inhaled corticosteroid / SABA, or PPI if reflux-cough suspected. Allergy / sinus workup if upper-airway.

$180–$420 spirometry · $280–$640 full PFTs · PCP or pulmonologist · PFT lab
Week 2–8
Environment + irritant audit

Reduce indoor PM2.5: HEPA filter in bedroom, cooking vent on. Avoid scented candles, aerosols. Pet dander, mold (CIRS-style triggers), dust mite covers if positive on allergy testing.

$0 · $80–$240 HEPA filter · Self-directed · home audit
Month 2+
Pulmonology consult

Refractory or unexplained cough. Add: methacholine challenge, exhaled NO, induced sputum, bronchoscopy if indicated. Optimize asthma / COPD regimen.

$320–$680 first visit · Pulmonologist · outpatient
Month 2+
CO2 tolerance + cardiorespiratory training

Buteyko-style breath holds 2–4x / day. Nasal-only zone-2 cardio 3–5x / wk (45–60 min, can hold a conversation). Strength 2x / wk. Inspiratory muscle trainer optional.

$0 · Brian Mackenzie (Shift Adapt) · zone-2 protocols
Month 6+
Advanced / biologics / pulmonary rehab

Severe asthma biologics (omalizumab, mepolizumab, dupilumab). Pulmonary rehab for COPD/ILD. Oxygen if PaO2 ≤55 or SpO2 ≤88%.

$2,400–$4,800 / mo biologics · $40–$120 / session rehab · Pulmonology · infusion center · rehab program
Ongoing
Maintenance practice

Nasal breathing always. Weekly BOLT. Zone-2 3–5x / wk. HEPA + clean indoor air. Annual PFT if smoker history or family lung disease.

$0 · You · daily
✦ THE BREATH-FIRST SOURCES

Who built
track B.

Breath researchers and exercise physiologists. Track B is for cleared, recurrent breathlessness or asthma already on medical management — not for unevaluated cough.

James Nestor
420K FOLLOWERS
James Nestor
Breath (book)

"Mouth-breathing is a slow-motion disease." Nose-only, slow exhales, mouth tape at night.

Books · podcastsVIEW →
Patrick McKeown
210K FOLLOWERS
Patrick McKeown
Oxygen Advantage

BOLT + CO2 tolerance training reduces breathlessness, exercise-induced wheeze, anxiety.

Books · certVIEW →
Brian Mackenzie
180K FOLLOWERS
Brian Mackenzie
Shift Adapt

CO2 tolerance is trainable. Most chronic breathlessness is dysfunctional breathing, not lung disease.

Podcast · coachingVIEW →
Dr. Inigo San Millan
95K FOLLOWERS
Dr. Inigo San Millan
Inigo San Millan

Zone-2 cardio 3–5x / wk is the single most under-prescribed therapy in cardiorespiratory medicine.

Podcasts · academicVIEW →
CONVENTIONAL MEDICINE · SOURCES
  • ACCP / ATS Cough GuidelinesSpecialty body
  • GINA · Global Initiative for AsthmaGuidelines
  • Cochrane · ICS for chronic coughSystematic review
LUNG-HEALTH / BREATH-FIRST · SOURCES
  • Patrick McKeown · Oxygen AdvantageButeyko practitioner
  • James Nestor · "Breath"Author / journalist
  • Brian Mackenzie · Shift AdaptBreath · performance
  • Inigo San Millan · zone-2Exercise physiologist · UC