Are we prepared for the next pandemic threat? A national representative study on 2013 MERS outbreak

In the last decade, there have been several outbreaks of influenza-like diseases that raised global attention and prompted calls for swift and effective public health and communication responses. Scientists have studied major communication issues pertinent to pandemic outbreaks such as people’s information exposure, knowledge about prevention measures, and adoption of protective behaviors. Communication inequalities, caused by individual/social differences and presented in the preparation for and response to an outbreak, have been identified. In 2012, media reports around the globe on the Middle East Respiratory Syndrome (MERS) outbreak reminded people of the importance of maintaining vigilance and being prepared for emerging public health threats.

In December 2013, we surveyed a national representative sample of 627 American adults. We examined the associations between population’s general awareness of previous large-scale pandemic outbreaks and MERS, as well as their knowledge about the availability of vaccines. We identified the sources where people were first exposed to MERS-related information and assessed the associations between the individual/social determinants and information sources used.

Exposure to public health messages during past pandemic outbreaks significantly increased people’s awareness and knowledge about new public health threats. Information sources that attracted more users than other media outlets were identified. Additionally, we also found significant individual and social differences in the sources where people obtained their initial information about a public health threat.

Crafting health communication campaigns that address the issues of communication inequalities can help deliver preparedness messages to all segments of the population, increase awareness, and cue people to take protective actions.