Regional variations in the use and awareness of the California Poison Control System.
OBJECTIVE
To investigate regional variations in public awareness and utilization of the services of Poison Control Centers (PCC) before and after an intervention.


METHODS
This study examines call rates of different California regions based on the final five regional PCCs prior to the consolidation of these services under a single statewide California Poison Control System (CPCS) and interventions to increase utilization. Awareness surveys were performed before and after a media campaign that was directed primarily to the Los Angeles basin and to a lesser extent other high Hispanic concentration areas. Focus groups were also utilized to better define specific areas of poison knowledge and awareness of CPCS services.


RESULTS
Large differences in regional California call rates were seen, with the Los Angeles basin showing the lowest utilization of CPCS services compared with the rest of California. Significant seasonal variation in utilization was also found, with the highest average call rates observed in August and the lowest in February. Focus groups demonstrated that urban awareness of PCC was lower than suburban awareness, particularly in monolingual Hispanic households. An improvement was seen after the institution of a media education campaign that included use of Spanish language material and radio spots. Similar increases in call rates were also seen in Fresno county category, with a higher percentage of Hispanic population that was not as aggressively targeted by the awareness campaign.


CONCLUSIONS
Significant regional variations in CPCS call rates were found and an increased awareness and utilization was seen in the Los Angeles basin after a directed media campaign compared with most areas of California. Further efforts to increase CPCS utilization in the Los Angeles region, primarily among urban monolingual Hispanics, are needed.
Division of Pulmonary and Critical Care Medicine, Department of Internal Medicine, University of California, Davis School of Medicine, 4150 V St., Suite 3400 PSSB Sacramento, CA 95817, USA. tealbertson@ucdavis.edu
Timothy E
TE
Albertson
R Steven
RS
Tharratt
Judy
J
Alsop
Kathy
K
Marquardt
Stuart
S
Heard
D000329:Advertising; D000704:Analysis of Variance; D002140:California; D019352:Censuses; D003625:Data Collection; D005006:Ethnicity; D017144:Focus Groups; D015277:Hotlines / Q000706:statistics & numerical data; D006801:Humans; D015141:Los Angeles; D008389:Marketing of Health Services; D011039:Poison Control Centers / Q000706:statistics & numerical data*