GRIP - Bridging the disconnect in public understanding around viral infections and antimicrobial resistance: learnings from social media conversations


Supported by Reckitt


Prof. Sabiha Essack (South Africa)
Mr John Bell (Australia)
Dr Khalid Eljaaly (Saudi Arabia)
Prof. Elsa Lopez Pintor (Spain)


Social media listening was used to explore what patients currently talk about in the context of sore throats, antimicrobial resistance and how COVID has altered the discussion around antibiotic use in sore throat, including perceptions and misconceptions among the general public.

The results showed a wide spectrum of beliefs around antibiotics and sore throat and potential segmentations based on similar characteristics were identified. This research could allow pharmacists to interact with patients based on where they are on their AMR journey. There is a need for behaviour change at all points in the AMR knowledge journey; are there misconceptions that should be more widely addressed? Should there be a focus on different patient segments and how to tailor our communication?

The research presents an exciting opportunity for GRIP to lead a new dialogue, helping community pharmacists better inform patients by identifying where and how conversations are taking place in order to change beliefs and behaviours in the fight against antimicrobial resistance. Across a one hour workshop, GRIP will share the social media insight and work with community pharmacists to validate patient profiles and develop new strategies to engage with patients both in-pharmacy and online.


12:00 – 12:05   Welcome and objectives by the co-chairs
12:05 – 12:10   Understanding of patient AMR beliefs and online engagement
12:10 – 12:25   Social media listening insight –highlighting the disconnect in public understanding around viral infections and AMR
12:25 – 12:55  

Breakout exercises:
Interactive exercises to explore patient profiles in AMR understanding and health literacy and exchange ideas on how to overcome challenges and misconceptions

12:55 – 13:00  

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