Development of a health communication campaign to promote the Texas prescription monitoring program

Michael Mackert; Kathrynn Pounders; Laura E Brown; Susan Kirtz; Jessica Hughes Wagner; David Ring; Lucas Hill; Gary Wilcox; Dhiraj Murthy; William Tierney; Sheri Innerarity; Matthew McGlone; Lori K Holleran Steiker; Karen DeSalvo; Jay M Bernhardt; Kelly Pretorius

doi:10.1080/07359683.2020.1802967

Development of a health communication campaign to promote the Texas prescription monitoring program

Health Mark Q. 2020 Jul-Sep;37(3):222-231. doi: 10.1080/07359683.2020.1802967. Epub 2020 Aug 13.

Authors

Michael Mackert^{1

2

3

4}, Kathrynn Pounders², Laura E Brown^{1

3}, Susan Kirtz^{1

3}, Jessica Hughes Wagner^{1

3}, David Ring^{5

6}, Lucas Hill⁷, Gary Wilcox², Dhiraj Murthy⁸, William Tierney^{8

9

10}, Sheri Innerarity¹¹, Matthew McGlone^{1

12}, Lori K Holleran Steiker^{13

14}, Karen DeSalvo^{9

10}, Jay M Bernhardt¹⁵, Kelly Pretorius^{1

11

15

16}

Affiliations

¹ Center for Health Communication, The University of Texas at Austin, Austin, TX, USA.
² Stan Richards School of Advertising and Public Relations, The University of Texas at Austin, Austin, TX, USA.
³ Department of Population Health, Moody College of Communication, The University of Texas at Austin, Austin, TX, USA.
⁴ Dell Medical School, The University of Texas at Austin, Austin, TX, USA.
⁵ Department of Surgery and Perioperative Care, Dell Medical School, The University of Texas at Austin, Austin, TX, USA.
⁶ Department of Psychiatry, Dell Medical School, The University of Texas at Austin, Austin, TX, USA.
⁷ Division of Health Outcomes and Pharmacy Practice, The University of Texas at Austin, Austin, TX, USA.
⁸ School of Journalism and Media, The University of Texas at Austin, Austin, TX, USA.
⁹ Department of Population Health, Dell Medical School, The University of Texas at Austin, Austin, TX, USA.
¹⁰ Department of Internal Medicine, Dell Medical School, The University of Texas at Austin, Austin, TX, USA.
¹¹ School of Nursing, The University of Texas at Austin, Austin, TX, USA.
¹² Department of Communication Studies, The University of Texas at Austin, Austin, TX, USA.
¹³ School of Undergraduate Studies, The University of Texas at Austin, Austin, TX, USA.
¹⁴ Steve Hicks School of Social Work, The University of Texas at Austin, Austin, TX, USA.
¹⁵ Moody College of Communication, The University of Texas at Austin, Austin, TX, USA.
¹⁶ Robert Wood Johnson Foundation Future of Nurse Scholar, The University of Texas at Austin, Austin, TX, USA.

PMID: 32790502
DOI: 10.1080/07359683.2020.1802967

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.

Keywords: Health communication; opioid; prescription monitoring program.

MeSH terms

Analgesics, Opioid / adverse effects*
Drug Overdose / prevention & control*
Health Communication*
Humans
Prescription Drug Misuse / prevention & control*
Prescription Drug Monitoring Programs*
Texas

Substances

Analgesics, Opioid