1. Development of a health communication campaign to promote the Texas prescription monitoring program
- Author
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Dhiraj Murthy, Gary B. Wilcox, Matthew S. McGlone, William M. Tierney, Laura E. Brown, Susan Kirtz, Michael Mackert, Lucas G. Hill, David Ring, Lori K. Holleran Steiker, Karen B. DeSalvo, Jay M. Bernhardt, Jessica Hughes Wagner, Kathrynn Pounders, Kelly Pretorius, and Sheri Innerarity
- Subjects
Marketing ,030505 public health ,business.industry ,05 social sciences ,Public relations ,Prescription monitoring program ,Concept testing ,Texas ,Analgesics, Opioid ,03 medical and health sciences ,Health Communication ,0502 economics and business ,General Health Professions ,Humans ,Prescription Drug Monitoring Programs ,050211 marketing ,Drug Overdose ,Medical prescription ,0305 other medical science ,business ,Health communication ,Prescription Drug Misuse ,Formative research ,Prescription monitoring - Abstract
Given the role opioid overprescribing has played in the current overdose crisis, reducing the supply of prescription opioids available for misuse has gained widespread support. Prescription monitoring programs (PMPs) have been identified as a tool for achieving this goal, but little is known about how to promote PMP use to prescribers. This paper describes the process of developing a health communication campaign to support the adoption of the Texas PMP. After formative research, message development and concept testing, a range of campaign concepts and messages were tested and final recommendations determined. The messages and lessons learned have utility beyond Texas.
- Published
- 2020
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