The study implemented a year-long local informational campaign around Modena, Italy, targeting patients and involving physicians and pharmacists. The campaign suggested that antibiotics were for special scenarios only and should be used appropriately when described. It was disseminated through multiple media, including brochures, waiting room videos, talk television, radio, newspaper ads, websites and newsletters on antibiotic resistance.
In the intervention area, prescription of antibiotics decreased by 4.5 percent more than in a similar control area.
Researchers concluded that it was probably awareness of the campaign, rather than decreased patient pressure for antibiotic prescription, that was driving the decrease, and that while the information campaign created an environment conducive to reductions in antibiotic use, more exposure and education might be necessary to change public attitudes on antibiotic usage.
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