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.