The Impact of the Taking Action on Chlamydia Social - PDF

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					The Impact of the “Taking Action on
Chlamydia” Social Marketing Campaign on
Physicians


Deborah Hardwick, MA
Social Research Consultant
December 2nd, 2008
Impact of TAOC Social Marketing Campaign




Introduction
         Purpose



To demonstrate the impact of the physician component of the
  “Taking Action on Chlamydia” campaign on sexual health
  assessment and Chlamydia testing practices with female
                    patients aged 15-24
           Scope of this analysis


Female patients only
  ◦Physicians see more female patients aged 15-24 than males, especially for
  sexual and reproductive health issues
  ◦Rates of Chlamydia for females are higher than for males

Post II
  ◦About 18 months after the start of the TAOC campaign

Comparison of Pre – Post I – Post II
           Methodology


 Mailed surveys of family and general practice physicians randomly
selected at three points in time
     Pre:              Summer 2006
     Campaign:         October – November 2006
     Post I:           January 2007
     Post II:          March 2008
            Sample


                     Pre    Post I   Post II


# surveys mailed     1000   1003     1000


# undeliverable      107     106       36


# completed          280     185      186
surveys returned



Response rate        30%    21%       19%
 Impact of TAOC Social Marketing Campaign




Results: Post II
Gender and Age of Respondents
Percent of Patients Seen for Any Reason in
Past Month, Aged 15-24
Two-thirds Received At Least One Campaign
Material
         Reaction to the Campaign


23% had the poster on display
16% had used the Sexual Health Assessment Pad for Youth
51% found the campaign material to be appealing
53% thought the campaign material was informative
70% thought that the TAOC campaign was important
         Percent of Patients asked Sexual Health
         Assessment Questions




Female Patients 15-19      Female Patients 20-24
       Percent of patients tested for Chlamydia




Female Patients 15 – 19   Female Patients 20 - 24
       Percent of female patients asked sexual health
       assessment questions by physician’s gender




Female Patients 15-19    Female Patients 20-24
       Percent of female patients tested for
       Chlamydia by physician’s gender




Female Patients 15-19     Female Patients 20-24
When do physicians offer Chlamydia testing?
Barriers to discussing Chlamydia
Barriers to offering Chlamydia testing
Impact of TAOC Social Marketing Campaign




    Results:
  Comparison of
Pre – Post I - Post II
   Sample size for comparison of Pre, Post I and
   Post II

Pre (2006)               246
Post I (2007)            149
Post II (2008            116
Total                    511
Asked Sexual Health Questions of 15-19 year
old females
Asked Sexual Health Questions of 20-24 year
old females
Tested female patients aged 15-19
Tested female patients aged 20-24
 Impact of TAOC Social Marketing Campaign




     Results:
 Pre – Post I - Post II
Statistically Significant
         Results
How likely are physicians to test in addition to
Pap test?
How likely are physicians to test during annual
exam?
Barrier: I don’t have information at my
disposal
Barrier: Not enough time to discuss Chlamydia
with patients
    Impact of TAOC Social Marketing Campaign




    Conclusion:
Bottom Line and Implications
          Bottom Line… Heading in the right direction!


Physicians started to assess and test young female patients
more frequently, although not enough change to be
statistically significant, despite positive reactions to the
campaign
           Implications for Toronto Public Health


Male physicians need to be encouraged to assess and
test for Chlamydia:
 •Suggest engaging peers for direct contact


There appear to be no barriers:
 •Suggest determining individual level barriers to discussing and
  testing for Chlamydia
           Implications for Toronto Public Health


Routine testing is on the rise:
 •Encourage more physicians to routinely test for Chlamydia by
  disseminating results


Limitations in data collection:
 •Obtain more valid data about testing practices
               Questions?


Presentation by:
Deborah Hardwick, MA
Social Research Consultant
debhardwick@rogers.com

For more information about the Taking Action on Chlamydia social marketing campaign,
please contact:
Elaine Kingsley
ekingsle@toronto.ca
416-338-3616