Transcript File - Alyssa Bartels

Presented by: Alexa DiGaetano, Russel Turco, Erica Bliszcz,
Chelsey Kiefer, Alyssa Bartels, Kara Nesbitt
 Antibiotics: one of the scientific breakthroughs of the 20th century
 Early 1900’s: no medicines against common germs
 Before antibiotics, 90% of children with bacterial meningitis died
 Strep throat considered a fatal disease
 Other serious infections caused by aggressive bacteria reproduced with
extraordinary speed and led to serious illness/death
 First antibiotic: Penicillin
 From nearly the start, doctors noticed Penicillin was
not useful against certain strains of Staphylococcus
aureus (bacteria that causes skin infections).
 As of 2009, most popular for kids: Amoxicillin
 Children take too many antibiotics due to doctors
overprescribing them, even when antibiotics may not
cure the illness.
 Parents do not know the difference between viruses
and bacterial infections.
 Antibiotic resistance continues to increase.
Pharmacy Database Audit
 200,000 prescriptions
Results
 40,000 or 20% of prescriptions given to children with
viral illness
 Experiment
 1,556 Parents: Group A (control) 886 parents
Group B (experimental) 886 parents
 Experiment Results
 Group A: No parents asked about antibiotics
 Group B: 81% of parents asked doctors about reasoning
for antibiotics and other organic remedies.
 Survey of American pediatricians:
 40%- parents requested antibiotics
 30%- physicians complied knowing they weren’t needed
 Overuse of antibiotics links to antimicrobial resistance
 21%- pediatric ambulatory visits result in antibiotic
prescription
 70%- antibiotic prescribed was unnecessary
 23%- unnecessary antibiotic prescriptions for respiratory
visits
 Concerns of “superbugs” emerging
 Studies show parents provided with information
prior to children becoming ill resulted in a
 16% decrease of consultations for sore throat
 13% for cough
 40% consultation decrease per person/year
 Interventions prove more effective when given to
parents and children
 Written information with focused content remains
more effective than generic messages
Report Audit by Pediatrics
 1993-2008
 24% drop in antibiotics for respiratory infections
 19% drop in antibiotics for colds
 Overall, 58% children prescribed antibiotics actually
had a respiratory infection
 2011
 Greater than 50% of all prescriptions written for
children 14 and under deemed unnecessary
 Parents of infants demand antibiotics-difficult for
doctors to refuse
External
Intermediary
•Doctors
•Health Professionals
-Nurse practitioners,
physician’s assistants
•Doctors
•Health Professionals
-Nurse practitioners,
physician’s assistants
•Parents
•Caretakers
•Lifestyle and Nutrition sections in
various health media
Internal
Special
•Doctors
•Board Members
•Drug Makers/Drug Reps
•Government Agencies (FDA, ACF,
CDC)
•Lifestyle and Nutrition sections in
various health media
Likely to Influence
Must Influence
(Priority Target)
Should Influence
(Secondary Target)
•Doctors
•Parents
•Caretakers
•Board Members
•Lifestyle and Nutrition
sections in various health
media
•Government Agencies (FDA,
ACF, CDC)
Unlikely to
Influence
•Drug Reps/Companies
Maximum PR Effort
Significant PR Effort
Message
Audience
Channel
Doctors, Health
Professionals
trade shows, pamphlets,
luncheons, e-mail
campaign, webinars
Learn the difference between
viruses and bacterial
infections to help end the
problem of children
becoming antibioticresistant.
Parents, Caregivers,
Government Agencies
pamphlets, webinars,
radio broadcasts
Parents and doctors need to
reduce the amount of
antibiotics taken by children
to help end the problem of
children becoming
antibiotic-resistant.
Health Media
news releases
Drug Reps
news releases, luncheons,
events
Write fewer antibiotic
prescriptions and help end
the problem of children
becoming antibioticresistant.
Encourage doctors to use
drugs only when necessary
and become respected
ethically.
 Objective 1.0 Reduce the number of antibiotics
prescribed to children in the U.S. by 10% in one year.
 Strategy 1.1 Refresh doctor knowledge on differences
between viruses and bacterial infections to reduce the
number of prescriptions written.
 Tactic 1.1.1 Trade show with speaker
 Tactic 1.2.1 Newsletters
 Tactic 1.3.1 Direct Mail
-Letter describing health concern
-Insert
 Objective 2.0 Increase parents’ understanding of viruses
versus bacterial infections by 25% within three months.
 Strategy 2.1 Provide parents with educational material to
reduce the number of doctor visits that lead to
prescriptions for antibiotics.
 Tactic 2.1.1 Create and launch an informational web
campaign.
 Tactic 2.1.2 Medical brochure explaining differences
between viruses and bacterial infections
 Tactic 2.1.3 Question and answer sessions with medical
expert
 Objective 3.0 Increase media awareness by publishing
articles in one out of ten outlets that receive
information.
 Strategy 3.1 Highlight health risks of children taking
too many antibiotics to increase interest of parents.
 Tactic 3.1.1 Editor lunch-ins
 Tactic 3.1.2 News releases
 Tactic 3.1.3 Commercials
Activity
Estimated Cost
Website Launch
$8,000
Pamphlets
$5,000
Research
$100,000
Radio Broadcast
$20,000
Trade Shows (10)
$100,000
Speakers (webinars,
tradeshows)
$300,000
E-mail Campaigns
$500
Luncheons
$50,000
FINAL COST:
$583,500
 Objective 1.0 Reduce the number of antibiotics
prescribed to children in the U.S. by 10% in one year.
– MET
 Refreshed doctors’ knowledge
 Increased attendance
 20% of doctors attended
 Objective 2.0 Increase parents’ understanding of
viruses versus bacterial infections by 25% within three
months. – MET
 Provide parents with educational information
 Web campaign
 Successful; reached a total of 50% of our target audience
 Brochure with difference between viral and bacterial
infections
 60% of parents questioned the need for antibiotics
 Q&A session
 Health professionals answered all questions parents had
 Objective 3.0 Increase media awareness by publishing
articles in one out of ten outlets that receive
information. – MET
 Highlight antibiotic resistance in children.
 Editor luncheons
 Total of 50 editors attended
 News release
 Pitched to 50 different publications, 35 picked it up
 Radio broadcast
Is it ethical to over-prescribe antibiotics to children to please parents?
Definition
Yes – Antibiotics help children get
better and decrease parental concern.
No – Children should not be take an
abundant number of antibiotics due to
health risks.
Loyalties
Yes – Increase revenue – keeping the
company in existence.
No – Over-prescribing antibiotics to
children is wrong.
Values
Yes – Antibiotics decrease sickness and
make people feel they received accurate
treatment.
No – Honesty and integrity are more
important than comforting parents
with antibiotics.
Principles
Yes – Aristotle’s Golden Mean: “Greatest
good for the greatest number.”
Mill’s Principle of Utility: “What is useful is
right”
No - Rawl’s Veil of Ignorance: “Eliminate
roles to justly decide.”