Communication strategies for improving public awareness on appropriate antibiotic use: Bridging a vital gap for action on antibiotic resistance

Abstract

Antimicrobial resistance (AMR) is now a global public health issue and is projected to affect the longevity of people and increase health expenditure of countries. Its impact is going to be higher in low-middle income countries as the healthcare systems are suboptimal and ill-equipped to deal with the issue. As antibiotic misuse is the primary driver for AMR, there is an acute need to create awareness among general public regarding antibiotic misuse. This calls for a comprehensive communication strategy, which takes into account the various drivers of AMR and the solutions associated with it. In the short term, the focus of communication strategies can be on raising awareness in specific interest groups. It can help in channeling limited resources to achieve specific objectives for raising awareness among these groups, thereby improving the chances of behavior change. The general public can be targeted at a later stage or as a second phase with definite strategies and messages. But, it is erroneous to assume that a higher level of awareness will translate into a positive change in behavior. We propose that behavior change is the final fruit of a long and dynamic process. This process should rest on four pillars: adequate awareness, robust regulatory environment, emotional or material incentives, and an enabling social structure. Unless all these domains are satisfactorily addressed, the communication strategy will not be able to bring about a discernible change in behavior in terms of antibiotic use.

Antimicrobial Stewardship Activities in Public Healthcare Facilities in South Africa: A Baseline for Future Direction

“…It was evident that this very important enabler was lacking at most of the facilities, especially at the entry level. Clinical nurse practitioners are often ignored in campaigns, or continuous professional education activities, to increase awareness about inappropriate antibiotic use and the ever-increasing AMR [ 38 , 73 ]. This is a concern as typically they are the principal prescribers in PHCs in LMICs [ 38 , 41 ].…”

Using Weibo and WeChat social media channels to assess public awareness and practices related to antimicrobial resistance, China, 2019

“…Several factors, including a higher perception of self-reliance, time constraints, as well as costs associated with hospital visits and long waiting times, may contribute to this finding [ 19 , 21 , 22 ]. Improving patient adherence to clinical recommendations will be useful, but a multi-faceted approach that also includes additional training of health care and pharmacy staff on antibiotic prescription guidelines, reducing availability and use of non-prescription antibiotics, and increasing public awareness on the differences between bacterial and viral infections will likely also be required [ 27 ]. Identifying alternative access to health care services for less serious ailments (e.g., live online chats or telephone contact with medical staff) could help discourage unnecessary self-treatment with antibiotics.…”

“…Although awareness about AMR was high among urban and educated respondents in our survey, these same respondents were also the most likely to save antibiotics from a previous treatment course and stop taking antibiotics once they started feeling better. This finding further highlights the need for a multi-faceted approach targeting the supply, access, as well as demand for antibiotics; that is, increasing awareness about AMR alone may not be enough for behavioral change [ 27 ].…”

“…Nevertheless, our results provide insight into knowledge of antibiotic use and AMR among users of social media in China. This insight can be used to develop more effective interventions in the future [ 24 , 27 ].…”

Public knowledge, attitude and practices towards antibiotics and antibiotic resistance: a cross-sectional study in Szeged District, Hungary

“…Educational campaigns and behavioural AMR strategies are essential to address both the knowledge-based and social aspects of inappropriate AB use in the public, including the lowering of expectations for AB prescriptions, and the highlighting of the dangers associated with AMR [35]. On the other hand, healthcare professionals' responsibility on the matter also has to be highlighted: as the doctor-patient and pharmacist-patient relationship is unbalanced (from the standpoint of medical information), patients will adhere to the advice received (also highlighted by the results of this study) and feed off of the inappropriate behaviors and attitudes of the respective healthcare professionals [17,36,37].…”