Preparing for Antibiotic Resistance Campaigns: A Person-Centered Approach to Audience Segmentation.

Antibiotic resistance is a growing threat to public health that calls for urgent attention. However, creating campaigns to slow the emergence and spread of drug-resistant pathogens is challenging because the goal-antibiotic stewardship-encompasses multiple behaviors. This study provided a novel approach to audience segmentation for a multifaceted goal, by using a person-centered approach to identify profiles of U.