Vanessa Feck1, Dr. Vivianne Visschers1, Prof. Dr. Anne Herrmann1
1 School of Applied Psychology, University of Applied Sciences and Arts Northwestern Switzerland, Switzerland
Development of targeted communication strategies to promote 
prudent antibiotic usage: needs assessment among the public
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 2
A better understanding of the 
public’s attitudes, knowledge 
and beliefs
Effective, targeted  
communication strategies
(Kreuter & Wray, 2003). 
Background
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 3
Research Questions
What are the public’s attitudes, knowledge and beliefs regarding to antibiotics and 
antibiotic resistance?
Which differences can be observed and how could these differences be addressed in 
targeted communication to promote a prudent antibiotic usage among the public?
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 4
Method
• Online survey (N = 1,260). 
• Representative Quota Sample of the swiss
population (German/ French-speaking)
• Demand for antibiotics
• Willingness to adopt preventive measures
(McCullough, Parekh, Rathbone, Del Mar & Hoffmann, 2016).
KnowledgeDemographics
Experience 
with 
antibiotics
Perception of 
antibiotics
Cultural 
Values 
(Stern et al., 1998)
Trust in the 
physician
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 5
• (Fs > 58, ps < .001, ηp2s > .13)
Cluster analysis
(Backhaus et al., 2008)
1: n = 173, 14% 2: n = 464, 38% 3: n = 417, 34% 4: n = 174, 14%
M SF M SF M SF M SF F
part. 
η2
Demand for antibiotics 1.20d 0.01 1.86c 0.01 2.44b 0.01 3.17a 0.01 143.41 *** 0.27
Willingness for 
prevention
5.13a 0.06 4.88b 0.04 3.70d 0.04 4.20c 0.06 195.37 *** 0.34
Perception#
Benefits 2.74d 0.07 4.10b 0.05 3.86c 0.05 4.66a 0.07 128.49 *** 0.25
Risks 5.22a 0.07 5.00b 0.04 3.89d 0.05 4.72c 0.07 131.37 *** 0.25
Attitude 4.73a 0.08 4.00b 0.05 3.55c 0.05 3.55c 0.08 58.42 *** 0.13
Social Norm 5.12a 0.07 5.28a 0.05 4.21b 0.05 3.40c 0.07 203.89 *** 0.35
Trust in Physician 3.50d 0.08 4.85b 0.05 4.17c 0.05 5.13a 0.08 100.36 *** 0.21
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 6
Cluster analysis
Experienced
Sceptics
Young 
Unwilling
Knowledgeable 
Undifferentiated
Self-Serving 
Users
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 7
Cluster analysis: Experienced Sceptics (n = 173, 14%)
• low demand and usage of antibiotics
• aware of the risks 
• more experience with antibiotic resistance
• Less trust in physicians
Recommendations for communication
Confirm their high level of risk awareness and low 
antibiotic use. 
Raise awareness of preventive measures that are 
effective against the spread of antibiotic resistance.
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 8
Cluster analysis: Young Unwilling (n = 417, 34%)
• little willingness to adopt preventive measures
• rather uncritical regarding antibiotics, low risk perception
• younger
Recommendations for communication
Endorse their low current antibiotic use and increase 
their awareness about the risks of antibiotic use. 
Use the general education system as a communication 
channel.
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 9
Cluster analysis: Knowledgeable Undifferentiated 
(n = 464, 38%)
• plenty of knowledge about antibiotics, antibiotic resistance 
and preventive measures
• neither very concerned about antibiotic resistance nor did 
they perceive many benefits in using antibiotics
Recommendations for communication
Refer to their high level of knowledge and to the 
existing strong norms regarding prudent antibiotic use 
in their social environment.
Raise their awareness about the risks of antibiotic use.
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 10
Cluster analysis: Self-Serving Users (n = 174, 14%)
• high demand and usage of antibiotics
• perceive a rather low individual responsibility
• strong egoistic and conservative values
Recommendations for communication
Stimulate a more prudent use of antibiotics by pointing 
out the benefits of antibiotics now and for future 
generations.
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 11
Conclusion
KnowledgeDemographics
Experience 
with 
antibiotics
Perception of 
antibiotics
Cultural 
Values and 
Social Norms
Trust in the 
physician
The Swiss population can be segmented 
into four groups with different perception, 
behaviour and needs. We developed 
recommendations for a targeted 
communication strategy in order to 
… increase the public’s risk awareness in 
regards to antibiotic resistance. 
… decrease the demand for antibiotics.
… increase the willingness and ability to 
adopt preventive measures.
23.08.2018Institute for Market Supply and Consumer Decision-Making                               Vanessa Feck 12
Discussion
Contact:
Vanessa Feck 
University of Applied Sciences and Arts Northwestern Switzerland
School of Applied Psychology
Institute for Market Supply and Consumer Decision-Making 
vanessa.feck@fhnw.ch
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Literature
Backhaus, K., Erichson, B., Wulff, P., & Weibe, R. (2008). Multivariate Analysemethoden: Eine anwendungsorientierte Einführung. Berlin: Spinger.
DemoSCOPE AG (2016). Bevölkerungsumfrage zu Antibiotikaresistenzen: Eine Umfrage im Auftrag des Bundesamtes für Gesundheit (BAG). Retrieved on 14 February, 
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Huttner, B., Goossens, H., Verheij, T., & Harbarth, S. (2010). Characteristics and outcomes of public campaigns aimed at improving the use of antibiotics in outpatients in 
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S227-S232.
McCullough, A. R., Parekh, S., Rathbone, J., Del Mar, C. B., & Hoffmann, T. C. (2016). A systematic review of the public's knowledge and beliefs about antibiotic resistance. 
Journal of Antimicrobial Chemotherapy, 71, 27-33.
Stern, P. C., Dietz, T., & Guagnano, G. A. (1998). A brief inventory of values. Educational and Psychological Measurement, 58, 984-1001.