THE EFFICACY OF A MULTIMEDIA EDUCATIONAL CAMPAIGN TO INCREASE THE USEOF EYE CARE SERVICES

Purpose: Effective eye care, both preventive and problem-directed, req uires that patients actually see trained eye care providers. The autho rs examined the impact of a multimedia campaign on patient behavior in using eye care. Methods: The authors surveyed 2000 individuals 1 year after they mailed in a contrast sensitivity screening card during a f ocused multimedia educational campaign. The response rate was 39%, all owing precision of estimates to +/-4%. Findings: Those who failed the screening test were much more likely to have had an eye examination in the year after the campaign and were much more likely to have seen an ophthalmologist for their care. Other important factors significantly related to using eye care services were: having had prior examination s, having a non-ophthalmologist physician, and having a history of can cer or macular degeneration. Importantly, 22% of those who failed the screening test thought they had had normal results when asked 1 year l ater. Conclusions: A focused multimedia campaign combined with interac tive patient involvement can directly increase the use of eye care ser vices. In addition, such care is much more likely to be delivered by o phthalmologists as opposed to other providers.