Asthma watch - using public relations to treat asthma

Abstract

Asthma is a complex problem. Many patients being under treated, under diagnosed, and seen only in crisis. Systematic reviews demonstrate that the most effective method of bringing about wholesale changes in attitudes and behaviour is through sustained media campaigns and the provision of written action plans for patients. (Gibson PG)

Aim:

To establish a locally based public relations campaign utilising the print, radio and TV media which encourages patients to go to their local doctor, have their asthma properly assessed and get a written action plan. The Outcome Measures: Media activity, HIC reports on use of Spirometry, Hospital admissions, Casualty Attendances, Sentinel pharmacy and Sentinel GP programme, and Percentage of written action plans utilised by patients requiring admission.

Results:

Asthma Watch has been running for 12 months and has created 4 TV interviews, 15 newspaper articles and 5 radio announcements. Central Coast GPs have a high rate of spirometry utilisation (16.3 per GP) compared to other Divisions of General Practice, although this is well below the estimates set by guidelines. Up to 62% of patients attending GPs and 40% attending pharmacists have a written action plan compared to 9% requiring admission. There appeared to be a rise in the use of action plans coinciding with the launch of Asthma Watch although this rate has subsequently fallen. Hospital admissions and casualty attendances have remained unchanged during the study period.

Conclusion:

Asthma Watch has been associated with an increased awareness about asthma amongst general practitioners and the public alike. After an initial improvement many of the outcomes have remained resistant to further improvement. Strategies for improving the effectiveness of the Asthma Watch program will be discussed.