Table 7.

Representative Quotes From Interviewed Physicians

1. Regarding parent brochures and pressure to prescribe antibiotics	“I find patients reading them, and then I’ll walk into the room and they’ll actually confront me as if they’ve just had an epiphany, saying, ‘oh, I didn’t know that antibiotics weren’t useful for [some ear infections].…’ Patients grab the pamphlet and they read about it and then I don’t feel pressured at the end of the visit.”
2. Regarding simultaneous messages to multiple stakeholders	“The best thing is to get in touch [with] pediatricians, family practice doctors, and the ER doctors and the community at the same time. I know that’s hard, but that’s a good way to do it.… So there should be consistency in the message that we give to the community.”
3. Regarding patient education	“Every channel of education has to be sort of initiated so that whoever has a particular preference, their educational interest would be evoked. So it shouldn’t just be [patient pamphlets or anticipatory guidance]. It should be an all around effort of having every channel available, because as the awareness increases, then the educational efforts don’t need to be that intense.”
4. Regarding direct-to-consumer advertising	“I think we should have it in some type of written form that parents can see, even on television.… Why can’t we advertise the appropriate use of antibiotic? Why can’t we use the same media that they use to tell every-one on television to take [brand-name medications] or whatever else they are advertising?”

ER = emergency department.