Addressing Consumer Misconceptions on Antibiotic Use and Resistance in the Context of Sore Throat: Learnings from Social Media Listening

A misunderstanding of the mechanism of action and bacterial targets of antibiotics by consumers may drive inappropriate antibiotic use and antimicrobial resistance (AMR). Tackling AMR requires an in-depth understanding of consumer beliefs and misconceptions. We explored consumer conversations on a number of social media platforms on antibiotic use and AMR in the context of sore throat and how coronavirus disease 2019 (COVID-19) affected online conversations between 1 January 2018 and 25 November 2021 across eight countries. Five distinct consumer groups were identified (antibiotic-preserving peer educators, antibiotic-cautious consumers, medication-resistant antibiotic opponents, believers in the strength of antibiotics, determined pro-antibiotic consumers) with a wide spectrum of beliefs around antibiotics in sore throat. Many opinions were based upon misconceptions, the most prominent of which was that antibiotics are strong medications that can treat all types of sore throat. COVID-19 had a multifaceted effect on the sore throat and AMR conversation. Sore throat triggered anxiety as consumers feared it may be a COVID-19 symptom while engagement in conversations around antibiotics for COVID-19 increased. Finally, consumers sought multiple routes to access antibiotics, such as directly from the pharmacy or by attempting to persuade physicians to prescribe. Knowledge obtained from this study could be used to develop focused approaches to dispel consumer misconceptions and mitigate AMR.

Automated summary

Misunderstanding of antibiotics' mechanism of action and bacterial targets among consumers can lead to inappropriate antibiotic use and antimicrobial resistance (AMR). This study examined consumer conversations on social media platforms regarding antibiotic use and AMR in the context of sore throat and COVID-19 from January 1, 2018, to November 25, 2021, across eight countries. Five distinct consumer groups with varying beliefs around antibiotics for sore throat were identified, many of which were based on misconceptions, such as considering antibiotics as a powerful treatment for all types of sore throat. The COVID-19 pandemic had a multifaceted impact on discussions about sore throat and AMR, triggering anxiety and increasing conversations about antibiotics for COVID-19. Consumers also sought different avenues to access antibiotics, including direct purchase from pharmacies or persuading physicians to prescribe them. The findings from this study can inform targeted approaches to dispel consumer misconceptions and mitigate AMR.