Acceptability and Efficacy of the SMARxT Media Literacy Education Program to Counter Pharmaceutical Marketing Influences among Medical Trainees

Document Type : Original Article

Authors

1 School of Medicine, University of Pittsburgh, Pittsburgh, PA, USA

2 Rangos School of Health Sciences, Duquesne University, Pittsburgh, PA, USA

3 VA Puget Sound Healthcare System, Seattle, WA, USA

4 School of Public Health, University of Pittsburgh, Pittsburgh, PA, USA

5 College of Public Health and Human Sciences, Oregon State University, Corvallis, OR, USA

Abstract

Background: Evidence-based prescribing (EBP) results in decreased morbidity and reduces medical costs. However, pharmaceutical marketing influences medication requests and prescribing habits, which can detract from EBP. Media literacy, which teaches critical thinking, is a promising approach for buffering marketing influences and encouraging EBP. The authors developed the “SMARxT” media literacy education program around marketing influences on EBP decision-making. The program consisted of six videos and knowledge assessments that were delivered as an online educational intervention through the Qualtrics platform.
Methods: In 2017, we assessed program feasibility, acceptability, and efficacy of enhancing knowledge among resident physicians at the University of Pittsburgh. Resident physicians (n=73) responded to pretest items assessing prior knowledge, viewed six SMARxT videos, and responded to post-test items. A 6-month follow-up test was completed to quantitatively assess sustained changes in knowledge and to qualitatively assess summative feedback about the program (n=54). Test scores were assessed from pre- to post-test and from pretest to follow-up using paired-sample t-tests. Qualitative results were synthesized through content analysis.
Results: Proportion of correct knowledge responses increased from pre-test to immediate post-test (31% to 64%, P<0.001) at baseline. Correct responses also increased from pre-test to 6-month followup (31% to 43%, P<0.001). Feasibility was demonstrated by 95% of enrolled participants completing all baseline procedures and 70% completing 6-month follow-up. Quantitative measures of acceptability yielded positive scores and qualitative responses indicated participants’ increased confidence in understanding and countering marketing influences due to the intervention. However, participants stated they would prefer shorter videos, feedback about test scores, and additional resources to reinforce learning objectives.
Conclusion: The SMARxT media literacy program was efficacious and acceptable to resident physicians. Participant suggestions could be incorporated into a subsequent version of SMARxT and inform similar clinical education programs. Future research should assess program impact on real-world prescribing practices

Keywords

References

U.S. Food and Drug Administration. Drugs: safe use initiative fact sheet. 2012. [Cited 2022 June 26]. Available from: https://www.fda.gov/ drugs/drug-safety-and-availability/ safe-use-initiative. 
Zgierska A, Miller M, Rabago D. Patient Satisfaction, Prescription Drug Abuse, and Potential Unintended Consequences. JAMA. 2012;307(13):1377–8. doi:10.1001%2Fjama.2012.419. PubMed PMID: 22474199. PubMed Central PMCID: PMC3581314.
Ernst FR, Grizzle AJ. Drug-Related Morbidity and Mortality: Updating the Cost-of-Illness Model. J Am Pharm Assoc. 2001;41(2):192–9. doi: 10.1016/ s1086-5802(16)31229-3. PubMed PMID: 11297331.
Larkin I, Ang D, Steinhart J, Chao M, Patterson M, Sah S, et al. Association Between Academic Medical Center Pharmaceutical Detailing Policies and Physician Prescribing. JAMA. 2017;317(17):1785–95. doi:10.1001/ jama.2017.4039. PubMed PMID: 28464141. PubMed Central PMCID: PMC5815013.
de Vries TPGM, Henning RH, Hogerzeil HV, Fresle DA. Guide to good prescribing. Geneva, Switzerland: World Health Organization; 1994.
Yeh JS, Austad KE, Franklin JM, Chimonas S, Campbell EG, Avorn J, et al. Medical Schools’ Industry Interaction Policies Not Associated with Trainees’ Self-Reported Behavior as Residents: Results of a National Survey. J Grad Med Educ. 2015;7:595–602. doi: 10.4300/ JGME-D-15-00029.1. PubMed PMID: 26692972. PubMed Central PMCID: PMC4675417.
Weilkircher J, Koch C, Dreimüller N, Lieb K. Conflicts of Interest in Medicine: A Systematic Review of Published and Scientifically Evaluated Curricula. GMS J Med Educ. 2017;34(3):37. doi: 10.3205/ zma001114. PubMed PMID: 28890928. PubMed Central PMCID: PMC5569982. 8 McLean SA, Paxton SJ, Wertheim EH. The Role of Media Literacy in Body Dissatisfaction and Disordered Eating: A Systematic Review. Body Image. 2016;19:9- 23. doi: 10.1016/j.bodyim.2016.08.002. PubMed PMID: 27572000.
Vahedi Z, Sibalis A, Sutherland JE. Are Media Literacy Interventions Effective at Changing Attitudes and Intentions Towards Risky Health Behaviors in Adolescents? A Meta-analytic Review. J Adolesc. 2018;67:140-152. doi: 10.1016/j. adolescence.2018.06.007. PubMed PMID: 29957493
Bergsma LJ, Carney ME. Effectiveness of Health-Promoting Media Literacy Education: A Systematic Review. Health Educ Res. 2008;23(3):522–42. doi: 10.1093/her/cym084. PubMed PMID: 18203680.
Corbin BD, Colditz JB, Switzer GE, Sidani JE, Schaffer T, Primack BA. The SMARxT Media Literacy Program: Improving Evidence-Based Prescribing Among Medical Students. J Media Lit Educ. 2018;10(3):1–19. doi: 10.23860/ JMLE-2018-10-3-1.
Streiner DL. Being Inconsistent About Consistency: When Coefficient Alpha Does and Doesn’t Matter. J Pers Assess. 2003;80(3):217-222. doi:10.1207/ S15327752JPA8003_01 PubMed PMID: 12763696.
Bakkum MJ, Tichelaar J, Wellink A, Richir MC, van Agtmael MA. Digital Learning to Improve Safe and Effective Prescribing: A Systematic Review. Clin Pharmacol Ther. 2019;106(6):1236-1245. doi:10.1002/cpt.1549 PubMed PMID: 31206612.
McCall M, Spencer E, Owen H, Roberts N, Heneghan C. Characteristics and Efficacy of Digital Health Education: An Overview of Systematic Reviews. Health Educ J. 2018;77(5):497-514. doi:10.1177/0017896918762013.
Interdisciplinary Journal of Virtual Learning in Medical Sciences
Volume 13, Issue 3 - Serial Number 50
September 2022
Pages 213-220

Files

Share

How to cite

Statistics