Marketing cardiopulmonary resuscitation and defibrillation training programs to nontraditional responders

Abstract

Purpose

To illustrate the challenges involved in communicating cardiopulmonary resuscitation (CPR) and defibrillation information and providing lay person training to improve the chance of survival for persons suffering out‐of‐hospital cardiac arrest.

Design/methodology/approach

A sample of 78 lay persons employed by manufacturing firms in an industrial park were surveyed and asked to identify their attitudes toward and knowledge of lifesaving techniques and willingness to participate in CPR and AED training programs.

Findings

Findings suggest that most employees were interested in learning how to administer CPR and defibrillation. However, few had received training. The data also showed that training and relationship with a victim are determinants of level of comfort and willingness to engage in behaviors that would save a life.

Research limitations/implications

Results are not necessarily representative of all programs or employees in industrial settings. Sample is US based, which may limit its generalizability.

Practical implications

Although few people have been formally trained, awareness levels and willingness to participate in these programs are high. Opportunities for training exist, even though resuscitation programs' communications and training may be falling short of the intended outcomes.

Originality/value

Lay persons' attitudes toward and experience with CPR and defibrillation training programs are examined and implications for training and marketing communications are discussed.

Citation

Sneath, J.Z. (2007), "Marketing cardiopulmonary resuscitation and defibrillation training programs to nontraditional responders", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 1 No. 1, pp. 43-57. https://doi.org/10.1108/17506120710740270