Oral Anticoagulant Education Campaign
Objective: To reduce unsafe medication interactions among those patients taking certain high-risk medications (e.g. oral anticoagulants) by educating consumers and other relevant stakeholders about risks and approaches for improving safety.
Summary: A public education campaign will target consumers taking high-risk medications in the outpatient setting, as well as common prescribers and dispensers of these mediations. The campaign will develop targeted messages to each of these constituent groups: it will inform patients that other medications and substances they may be taking (prescription, OTCs, dietary supplements, and herbals as well as food), could interact with the specified medication. Consumers will be provided with a framework for discussing the risk of interactions and the importance of monitoring with their doctor, pharmacist or other health care professional. The campaign also will target providers and dispensers to 1) re-affirm the importance of interaction messages to patients, and 2) provide them with techniques that can be used to enhance awareness and message compliance among their patients.
A framework document setting forth background information on oral anticoagulants, and the plan for the campaign are posted on the SOS Rx website. Bearing Point has been hired to conduct the consumer research to inform the development of the campaign. This research will include interviews with experts on oral anticoagulants, and consumer and provider focus groups. Harris Interactive has been hired to conduct surveys of patients, caregivers and providers on the barriers they face regarding safe use of oral anticoagulants. An advisory group from the coalition will help guide the research and campaign (see list of members below). While oral anticoagulant is the drug of initial focus, the resulting campaign will be a template that could be customized and applied to education used for other high-risk medications.
Jill Pierce, American Medical Women’s Association Foundation.
1. Background research (Complete)
a. Confirm that oral anticoagulant is a drug with a high incidence of risks for seniors
b. Confirm that some level of responsibility for reducing the risk of possible interactions associated with this drug lies with the consumer.
c. Confirm the importance of monitoring patients on oral anticoagulants, especially if taking substances that can change the level of anti-coagulant in the blood stream.
d. Review similar or related current or recent education initiatives so as to avoid duplication of messages, especially of ones that have been less than successful.
2. Consult experts (Complete)
a. Medical experts, researchers will be consulted on the use of and risks associated with oral anticoagulants.
b. Experts on patient/consumer behavior, as well as patient groups, will be consulted on what types of messages will be effective.
c. Health systems professionals will be consulted on the process of prescribing, educating, monitoring the targeted medication.
d. Oral anticoagulant manufacturers will be notified and asked to participate in campaign. Additionally, usage and education information from the manufacturer will be reviewed.
3. Plan campaign (complete)
4. Work with external consultant to develop clear framework and methodology for implementing the campaign: who, what, when, where, why.
i. target audience
ii. message content
iii. delivery method
iv. timeline for launch
v. assessment/monitoring plan (if feasible)
b. Ensure all the right people are at the table. Reach out to missing, necessary groups.
c. Establish advisory group from the SOS Rx coalition to help guide the campaign
5. Proceed with campaign development and focus groups and surveys (completed)
6. Draft messages (completed)
7. Launch campaign
Reach consumers who take oral anticoagulants and their caregivers, family members, healthcare providers, and health care system administrators through media coverage of campaign, PSAs, point-of-refill education, and other tools determined to be useful based on campaign research.
Basic: Press Release, radio media tour, NCL Web design and outreach help of coalition members, can also do outreach through other channels – such as member magazines/newsletters/Web sites/mailings, and distribution networks.
Budget: NCL has initial funding from Express Scripts, founding sponsor of SOS Rx, to conduct basic media work. Depending on additional funding, more public education could be done.
§ Report to full coalition on progress
§ Continue Research
§ Continue outreach
§ Develop framework document for campaign
§ Discuss with possible consultant
August / September
§ Circulate framework document to all coalition members
§ Establish SOS Rx advisory workgroup for project
§ Confirm consultant
October / November
§ Finalize work plan
§ Finalize consultant contract
December / January 2005
§ Begin qualitative research - Expert Interviews, Focus Groups
§ Consult with advisory group
February - April 2005
§ Continue qualitative field research
§ Begin developing survey research
§ Draft report on qualitative research
May – August 2005
§ Survey research
§ Draft report on survey research
September – December 2005
§ SOS Rx advisory group developing campaign plan and messages based on research
§ SOS Rx developing plan for delivery method of messages
January – March 2006
April – June 2006
Oral Anticoagulant Education Campaign Advisory Group
Patricia Beatty-Gonzalez, American Heart Association
Dan Budnitz, Centers For Disease Control
Ray Bullman, National Council on Patient Information Education
David Chen, American Society of Health Systems Pharmacists
Pam Foster, Centers for Medicare and Medicaid Services
Margaret Hawkins, AARP
Gail Hunt, National
Jill Pierce, American Medical Women’s Association Foundation
Carla Saxton, American Society of Consultant Pharmacists
Ellen Shapiro, Food and Drug Administration
Terri Stewart, Barr Labbs
Ed Weisbart, Express Scripts