As we observe Antimicrobial Resistance (AMR) Awareness Week, it’s essential to spotlight the escalating threat of AMR and its profound impacts on public health and society. Antimicrobial resistance awareness is not only vital for healthcare professionals but is a crucial concern for everyone. AMR represents a global crisis that could compromise modern healthcare as we know it. At Accelerate Associates, we specialise in market research and marketing support for the medical technology and scientific sectors. Through our work, we see first-hand the urgent need for coordinated action to address AMR and improving antimicrobial resistance awareness is key to reversing this trend.
Understanding antimicrobial resistance
AMR occurs when microorganisms like bacteria, viruses, fungi, and parasites adapt to resist antimicrobial drugs, making standard treatments less effective. The World Health Organization (WHO) has identified AMR as one of the top threats to global health. WHO’s data on AMR reports that bacterial AMR was directly responsible for approximately 1.27 million deaths in 2019 and contributed to nearly 5 million deaths worldwide (WHO). Increasing antimicrobial resistance awareness can help drive global solutions to prevent the spread of resistant infections and protect the effectiveness of current and future treatments.
Societal impact of antimicrobial resistance
The implications of AMR reach far beyond the realm of healthcare. Such as:
- Healthcare burden: Infections caused by drug-resistant pathogens require prolonged hospital stays, intensive care, and more costly or toxic medications, all of which strain healthcare resources. Improving antimicrobial resistance awareness among healthcare providers and the public is essential for promoting the responsible use of antibiotics to preserve treatment efficacy.
- Economic impact: The economic impact of AMR is staggering, with estimates suggesting a potential global GDP reduction of 3.8% by 2050, equating to a loss of up to $100 trillion. Through antimicrobial resistance awareness initiatives, governments can drive investments in AMR research and policy to avoid such significant economic consequences.
- Public health crisis: AMR undermines the effectiveness of treatments for common infectious diseases, leading to prolonged illness, disability, and mortality. It also threatens medical advancements that rely on effective antimicrobial prophylaxis, including surgeries and cancer therapies. By elevating antimicrobial resistance awareness, society will be better equipped to address this growing public health issue.
The role of Accelerate Associates
At Accelerate Associates, we are committed to supporting the medical and scientific communities in the fight against AMR. Whether that is through supporting the WHO’s Antimicrobial Resistance Awareness initiatives or by supporting the development and adoption of innovative technologies and approaches to reduce AMR’s impact.
Our market research work enables technology developers to access valuable insights into market dynamics and communication strategies.
Addressing AMR requires a collaborative approach across all sectors of society. Healthcare providers, policymakers, researchers, and the public must unite to foster widespread Antimicrobial Resistance Awareness, promote the responsible use of antimicrobials, and support the research and development of new treatments to safeguard public health in the future.
For more information on AMR and global efforts to combat it, visit the World Health Organization’s dedicated Antimicrobial Resistance Awareness page.
Philippa Bevan has over 25 years commercial and public sector experience in marketing, market research and product management spanning the education, laboratory, medical device, technology transfer and packaging industries. Philippa has a BSc (Hons) in Microbiology and Virology and is a Chartered Marketer.
