Promoting sugar-free medicines: evaluation of a multi-faceted intervention.
OBJECTIVE: To evaluate an intervention to increase the proportion of medicines prescribed as sugar-free formulations by general practitioners. BASIC RESEARCH DESIGN: Natural experiment. SETTING: Interventions were set in Camden and Islington Health Authority with comparator data within that and adjacent health authorities. PARTICIPANTS: General medical practices. INTERVENTIONS: Two interventions were employed. A prescribing incentive scheme that used the proportion of medicines prescribed as sugar-free formulations as a quality marker for general practitioners and a publicity campaign for health care workers and members of the public. MAIN OUTCOME MEASURES: The proportions of amoxycillin mixture and all paracetamol liquid preparations that were prescribed in sugar-free formulations. RESULTS: Sugar-free prescribing in the practices participating in the incentive scheme increased from 27% to 45% whereas non-participating practices showed a decrease from 20% to 14%. The proportion of prescriptions for sugar-free formulations increased by approximately one half across the entire health authority so that after two years Camden and Islington had the highest level of prescribing of sugar-free paracetamol and amoxycillin in London. CONCLUSION: These data provide compelling evidence of the effectiveness of the prescribing incentive scheme whereas the publicity campaign did not change prescribing behaviour.