BACKGROUND: Nationwide antibiotic prescribing rates are indicators to inform states on performance relative to other states. Indiana had the second worst rate for prescribing antibiotics during 2013/2014. Creative solutions are needed to lower prescribing rates.
METHODS: “Join Blue and Prevent the Flu” campaign is a three-year partnership between Indiana State Department of Health (ISDH) and the Indianapolis Colts. Typically focusing on influenza prevention, antibiotic resistance messaging was incorporated in 2015, leading to the creation of a YouTube video with State Health Commissioner Dr. Jerome Adams and Colts quarterback Matt Hasselbeck. The ISDH offered the Centers for Disease Control and Prevention (CDC) antibiotic quiz at two Colts events to determine the public’s knowledge about antibiotics. The Colts displayed antibiotic messaging on two post-game infographics on November 8 and 29. The ISDH collaborated with Butler University to create an Indiana poster intervention for physicians to promote appropriate antibiotic use and with the Indiana Coalition for Responsible Antibiotic Use to issue a Governor’s Proclamation. During Get Smart Week from November 16-22, the ISDH distributed the YouTube video, Governor’s Proclamation and physician poster and sent a survey to 23,000 Indiana physicians to determine antibiotic stewardship needs using the CDC’s Core Elements of Hospital Antibiotic Stewardship Program.
RESULTS: Autographed footballs and jerseys were used to promote the antibiotic quiz, which totaled 186 respondents. Twitter and Facebook were used to display the posters of the State Health Commissioner and Deputy State Health Commissioner. The likes and followers for Facebook and Twitter reached 2,589 and 2,357 individuals, respectively. ISDH posted information several times both on Facebook and Twitter regarding Get Smart week and antibiotic resistance. The YouTube video shared on Facebook and Twitter generated more than 300 views. The Colts messaging averaged 5,487 Facebook likes and 794 shares and an average of 2,174 tweets and 68 retweets for the two games. The Core Elements survey was sent to 23,000 physicians, of which 131 replied.
CONCLUSIONS: Based on the Core Elements survey data, antibiotic stewardship education for hospitals such as the importance of physician leadership regarding stewardship activities is a major need in Indiana. Based on antibiotic quiz data, public education is also a significant need. In 2016, ISDH will market the physician posters to hospitals and develop educational efforts while maintaining the educational efforts with the Colts campaign. This data-driven approach will allow the ISDH to target resources for the greatest impact.