How to Reduce the Expectations and Demand for Antibiotics in the Face of the Threat of a “Post-Antibiotic Era”

Introduction

Antibiotic resistance is becoming a global public health threat. Although the evolution of this resistance is a biological process, human behavior, especially unnecessary antibiotic use in agricultural production and human medicine, has greatly accelerated this process. To address this issue, public health agencies and activities often use threat-based information dissemination to highlight the consequences of antibiotic misuse, such as depicting a “doomsday scenario” where antibiotics are completely ineffective. However, the effectiveness of such threatening information is still controversial. Especially after experiencing the COVID-19 pandemic, public perception may have changed. This paper examines the effectiveness of this threatening information and its performance during the COVID-19 pandemic.

Research Background and Sources

The authors of this paper are Miroslav Sirota and Marie Juanchich, from the Department of Psychology at the University of Essex. The research findings were published in the 2024 journal “Communications Medicine.” The main aim of the study is to evaluate whether a short film titled “Catch,” about a future “post-antibiotic era,” can effectively reduce the public’s unreasonable expectations and demand for antibiotics.

Research Methods and Process

The study adopted a randomized controlled trial method with a total sample size of 378 participants. Data was collected three times, both before and after the COVID-19 pandemic (in 2021 and 2022).

Experimental Design and Procedures

Participants were randomly divided into two groups: the baseline group, which watched a science fiction short film unrelated to antibiotics, and the intervention group, which watched “Catch.” Participants were then asked to simulate a hypothetical ear infection and evaluate their expectations and demand for antibiotics, as well as their adherence to antibiotic prescriptions in a simulated kidney infection. During the second and third waves of data collection, participants also reported the impact of the COVID-19 pandemic on their antibiotic demand.

The experiment included the following main steps:

1. Random Assignment: Participants were randomly assigned to the baseline or intervention group.
2. Film Screening: The baseline group watched a science fiction film, while the intervention group watched a film about the “post-antibiotic era.”
3. Questionnaire Survey: Participants filled out questionnaires about their expectations and demand for antibiotics and their adherence to antibiotic use in certain health scenarios.

Data Analysis

Data analysis was primarily conducted using independent sample t-tests and analysis of variance (ANOVA) to detect intervention effects. To verify the research hypothesis, the authors also calculated Bayes factors.

Main Research Results

Impact on Antibiotic Expectations

Results indicated that, compared to the baseline group, participants in the intervention group showed a significant reduction in unreasonable expectations for antibiotics after watching the film. This impact remained significant even across different waves of data collection.

Impact on Antibiotic Demand

The intervention group participants also showed a decrease in antibiotic demand, with consistent results across all three waves.

Impact of the COVID-19 Pandemic

Participants reported that the COVID-19 pandemic reduced their demand for antibiotics, but this impact was only significant after watching the intervention group’s film.

Impact on Antibiotic Adherence

Although the film’s impact on antibiotic adherence was smaller, results showed a slight reduction in adherence in some cases for the intervention group.

Conclusion and Significance

The short film “Catch,” which depicts a future “post-antibiotic era,” effectively reduced participants’ unreasonable expectations and demand for antibiotics and somewhat mitigated the impulse to use antibiotics due to the COVID-19 pandemic. However, the negative impact on antibiotic adherence needs further management and response.

Research Highlights

1. Effectiveness: This threat-based communication strategy demonstrated strong effectiveness in reducing unreasonable expectations and demand for antibiotics.
2. Impact of COVID-19: The study suggests that the COVID-19 pandemic may have increased the public’s receptivity to this “doomsday scenario” information.
3. Adherence Management: Although the method is effective, it is necessary to guard against its potential negative impacts, such as reducing adherence to necessary antibiotic treatments.

Research Limitations and Future Directions

Although this study provides many valuable insights, future research should:

1. Analyze the specific effects of narrative and emotional components in such threatening information;
2. Compare with other health information strategies, such as low-threat information or information emphasizing the benefits of antibiotics in modern medicine;
3. Consider the complex impacts brought by the COVID-19 pandemic, including vaccine hesitancy and changes in trust towards health institutions.

This research provides an effective method to reduce antibiotic misuse but requires further exploration of its long-term effects and optimal application methods.