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Educational antibiotic advertising.

K J Harvey, R Stewart, M Hemming

The Medical Journal of Australia

|July 7, 1986

Summary

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Educational advertising effectively changed prescribing habits for antibiotics like amoxycillin in hospitals. This campaign improved appropriate drug use and administration frequency, demonstrating a sustainable impact on antibiotic stewardship.

Area of Science:

Hospital Pharmacy
Antibiotic Stewardship
Health Behavior Change

Background:

Persistent inappropriate antibiotic use identified through audits between 1978-1982.
Specific issues included frequent intravenous amoxycillin over benzylpenicillin for pneumonia and incorrect oral amoxycillin dosing intervals.

Purpose of the Study:

To evaluate the effectiveness of an educational advertising campaign in modifying entrenched antibiotic prescribing habits.
To assess the impact on the use of amoxycillin, a commonly misused antibiotic.

Main Methods:

A three-month educational campaign utilizing direct mail, display stands, and posters.
Materials focused on promoting adherence to 'Antibiotic guidelines' booklet.
Interventions were placed in staff congregation areas.

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Main Results:

Significant reduction in intravenous amoxycillin use for primary pneumonia (8% of patients).
Marked decrease in six-hourly oral amoxycillin prescribing (10% of patients).
Positive prescribing changes were sustained for at least six months post-campaign.

Conclusions:

Educational advertising is a viable strategy for improving hospital antibiotic prescribing behavior.
The campaign demonstrated cost-effectiveness, with savings on drug costs recouping initial investment.
Sustained behavioral change is achievable, though long-term adherence requires monitoring.