SOS Rx Consumer
Project
Work Plan
Objective: To educate consumers about risks of interactions when taking certain high-risk medications, such as warfarin, and the importance of monitoring.
Summary: A public education campaign will target consumers taking high-risk medications in the outpatient setting and inform them 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. While warfarin will be 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.
Point person –– Mariana Serrani, National Alliance for Hispanic Health. National Consumers League staff will continue to provide support, convene meetings, and conduct media work, including producing publications and other outreach materials. NCL is seeking additional funding for the public education campaign.
Steps:
1. Background
research.
a. Confirm that warfarin 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 warfarin, 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.
a. Cardiologists, researchers will be consulted on the use of and risks associated with warfarin.
b. Experts on patient/consumer behavior, as well as patient groups, will be consulted on what types of messages will be effective. Identify critical components for maximizing the likelihood of consumer response.
c. Health professionals will be consulted on the process of prescribing, educating, monitoring the targeted medication.
d. Notify and consult warfarin manufacturers of research and campaign. Obtain usage and education information from the manufacturer.
3. Plan
campaign.
a. Develop clear framework for the public education campaign: who, what, when, where, why.
i. target audience
ii. message content
iii. delivery method
iv. timeline for launch
v. assessment/monitoring plan
b. Ensure all the right people are at the table. Reach out to missing, necessary groups.
4. Test
messages with focus groups.
5. Launch
campaign.
a. Reach consumers who take warfarin and their caregivers, family members, healthcare providers through media coverage of campaign, celebrity spokesperson PSAs, point-of-refill education, etc.
Time frame: 1 year.
Media campaign:
Basic: Press Release, NCL Web design and outreach
With help of coalition members, can also do outreach through other channels – such as member magazines/newsletters/Web sites/mailings, and distribution networks.
Contingent on the availability of additional funding, more public education could be done, including matte releases, radio and satellite media tours, PSAs, and paid advertising.
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.
Initial Timeline:
February/March
April 7
April - July
August – December
Launch first wave of public education campaign. Continue
through December 2004.