Substance use disorder education via digital outreach: An evaluation of program dissemination and implementation

Substance use disorders (SUDs) remain a significant public health concern in Alabama, where usage rates for substances such as opioids, alcohol, and tobacco exceed national averages. Vulnerable populations face additional barriers due to stigma, access issues, and systemic inequities. There is a need for accessible, scalable educational interventions targeting both health care professionals and community members.

To design, disseminate, and implement a web-based educational initiative-the Substance Use Disorders in Alabama (SUDA) program-to address emerging substance use trends among key audiences across the state.

The SUDA program was developed through a partnership between Auburn University Harrison College of Pharmacy's Center for Opioid Research, Education, and Outreach and the Alabama Department of Mental Health. Thirteen expert-led webinars were produced and made available on-demand, covering topics such as opioid use disorder, stimulant misuse, and vaping. The program targeted health care professionals (with continuing education (CE) credits offered) and community members through a digital marketing campaign using geo-targeting and behavioral data. Dissemination and implementation outcome metrics including ad impressions, click-through rates (CTR), webpage visits, webinar downloads, and CE credits issued were used to evaluate program reach, engagement, and adoption.

The digital campaign generated 8 million impressions and reached 1.4 million unique users with an average CTR of 0.10%. Within 3 months of launch, the SUDA website received over 3000 unique visitors. More than 2948 CE credit hours were issued. Highest digital advertisement engagement rates were seen among LGBTQ (lesbian, gay, bisexual, transgender, or queer) individuals, elected officials, and social service workers. Tablet users showed the highest CTRs.

The SUDA program successfully disseminated and implemented a scalable, accessible digital education initiative for addressing SUDs in Alabama. Digital engagement and CE incentives effectively reached health care and community audiences. Future efforts should focus on improving access and expanding outreach to underserved populations.