Education Campaign Reduces Antibiotic Prescribing
A multi-pronged campaign promoting judicious antibiotic use through physician education and public information was successful in reducing the prescribing of antibiotics, but the campaign did not affect physicians' self-reported attitudes or practices.
Physicians exposed to the campaign reported that frequent repetition of messages to both themselves and patients, brief written handouts on specific topics for themselves and patients, and promotion in the mass media were the most effective strategies for reducing prescribing.
The authors conclude that educational campaigns that repeat brief, consistent reminders to multiple stakeholder groups may make them more likely to stand out in an environment of similar competing messages.
Physician Responses to a Community-Level Trial Promoting Judicious Antibiotic Use
By Christopher J. Stille, M.D., M.P.H., et al