Client Background
The Department of Veterans Affairs (VA) is a federal agency that provides healthcare services to the nation's veterans, with a focus on improving the overall well-being of those who have served in the military. Among its many services, the VA offers healthcare providers the resources and support necessary to address the unique healthcare needs of veterans.
Target Audience
The campaign is specifically aimed at primary care providers working within the VA system. These healthcare professionals play a crucial role in managing the healthcare needs of veterans, including addressing opioid use disorder and ensuring safe and effective treatments.
Campaign Goal
The primary goal of the campaign is to encourage and support primary care providers within the VA system to prescribe medications for opioid use disorder as a part of a comprehensive approach to treatment. The campaign aims to increase awareness, provide education, and ultimately change prescribing behaviors to align with evidence-based practices.
Campaign Components
Targeted Media Campaign for Primary Care OUD Treatment
To address knowledge deficits in primary care for Opioid Use Disorder (OUD) treatment, a strategic media campaign was developed. The initiative began with analyzing providers' understanding and gaps in OUD treatment knowledge. It included video testimonials and internal posts featuring patient stories. Collaborations with healthcare professionals and subject matter experts were leveraged to boost credibility. Webinars and workshops were conducted to dispel myths and encourage discussions. The campaign aimed to educate, inspire empathy, and prompt action by using a mix of traditional and digital media to bridge knowledge gaps and empower primary care providers.Educational Workshops and Materials: The campaign includes in-person and virtual educational workshops to provide comprehensive training on evidence-based treatment options for opioid use disorder, including the proper use of medications. Educational materials such as brochures, fact sheets, and online resources are also developed and distributed to support ongoing learning.
Peer Support and Mentoring: Establishing a system of peer support and mentoring among primary care providers to share experiences, best practices, and success stories in treating opioid use disorder with medications.
Academic Detailing
In the midst of the opioid epidemic, the role of academic detailing in healthcare has taken on a new level of significance, especially in addressing opioid use disorder (OUD). Academic detailing, through personalized educational outreach, has the potential to profoundly impact the landscape of OUD management and treatment. One of the most impactful outcomes of academic detailing in the context of OUD is its ability to positively influence prescribing practices. By providing clinicians with up-to-date and pertinent information about the risks and benefits of opioid medications, academic detailing can help reduce unnecessary prescriptions, minimize medication errors, and ultimately mitigate the risk of opioid misuse and addiction.
The Art of Medicine /Opioid Dependence
Q1-Q2 2021: Media content was developed, Research and Development of Educational Materials, Peer Support Program Implementation, Planning and Development of Clinical Decision Support Tools.
Q3 2022: Launch Public Awareness Campaign, Conduct Educational Workshops and Training, Monitor and Evaluate Initial Impact. Utilize Academic Detailing to provide one-on-one education.
Q4 2022: Continuation of Educational Initiatives, Data Analysis and Reporting on KPIs, Fine-tuning Campaign Components based on Feedback and Results.
Conclusion
By implementing a comprehensive campaign that integrates persuasive media content, educational initiatives, peer support, clinical decision support tools, and a public awareness campaign, the Department of Veterans Affairs aims to significantly improve the treatment of opioid use disorder among veterans by enhancing the knowledge and practices of primary care providers. The KPIs will help measure the impact of the campaign, with the ultimate goal of enhancing patient outcomes and ensuring that evidence-based treatments are widely adopted within the VA system.
Key Performance Indicators
Prescribing Behavior Change: Measure the increase in the number of primary care providers who prescribe medications for opioid use disorder after participating in the campaign's educational initiatives.
Patient Outcomes: Track the improvement in patient outcomes, such as decreased opioid use, improved quality of life, and reduced overdose incidents, as a result of primary care providers adopting evidence-based treatment approaches.
Engagement Metrics: Measure the level of participation and engagement in educational workshops, peer support programs, and the use of clinical decision support tools.