Background: Promotion of antimicrobial stewardship education and resources is challenging. We developed and measured the impact of a Public Relations (PR) campaign on provider awareness of and engagement in our institutional antimicrobial stewardship program (ASP).
Methods: IRB exempt quasi-experiment with a single pre-test and post-test in a 4 hospital health-system. A multidisciplinary group designed a PR campaign to promote the institutional ASP, launched in Sept 2014. The campaign included development of an ASP mascot and slogan (figure 1), posters, giveaways, cardboard cutouts of the ASP mascot, a selfie photo campaign, educational displays, website redesign, and a screensaver that appeared on computers across the health system. Primary endpoint: website visits to the institutional ASP web page before and after initiation of the campaign. Secondary endpoints: the number of unique ASP web page visits (by IP address), selfie photos with the ASP mascot submitted, health-care provider knowledge of the ASP via a voluntary 5 question survey administered 8 months after campaign launch.
Results: Number of annual ASP website visits: 17,789 in 2013-2014 vs. 32,141 in 2014-2015; unique views: 16,211 vs. 19,851; repeat views: 91% vs. 62%. Fifty eight “selfie” photos with cardboard cutouts were submitted and posted to the ASP website in conjunction with the campaign launch display and included health system executives. 203 providers completed the survey within 3 weeks. 116/203 (57%) of respondents were aware of the ASP. 35/72 (49%) of respondents reported that PR campaign efforts were how they learned about the ASP; 33/72 (46%) learned about the ASP from another provider/word of mouth. Continued promotion to increase awareness was the most common suggestion to improve the ASP (50 responses). Providers who were unaware of the ASP were more likely to suggest continued promotion (26/28, 93% vs. 24/47, 51% of respondents, p <0.001).
Conclusion: An ASP PR campaign combining creativity and effective messaging increased knowledge of institutional ASP resources. Our survey results suggest that continued promotion is both needed and desired by institutional providers to continue to improve awareness of ASP initiatives.
Figure 1. ASP Mascot and Slogan
R. M. Kenney,
D. Olejarz, None
V. Athans, None
J. L. Wagner, None
M. J. Zervos, None
E. G. Szandzik, None
S. L. Davis, None