Online Alcohol Treatment Proves Effective for a Special Group of Individuals

Traditionally, alcohol treatment in public healthcare involves physical attendance at a clinic, where individuals seeking to reduce their alcohol consumption meet face-to-face with a therapist. However, according to a new study, an alternative treatment method can also be effectively utilized—particularly if the goal is to reach and retain a specific group of individuals who rarely show up at the clinics.

The study has been published in the internationally recognized scientific journal The Lancet Digital Health.

The National Institute of Public Health compared online alcohol treatment with traditional, in-person treatment. Approximately 350 individuals with problematic alcohol consumption participated in a randomized controlled trial, with one-half receiving online treatment and the other half attending physical sessions.

Starting Treatment Earlier

The study shows that online treatment engages individuals in treatment earlier and that they are more likely to comply with treatment compared to those receiving traditional in-person therapy. Additionally, online treatment appeals to a "new" group of individuals who are seldom seen in public treatment facilities, explains project leader and PhD student Kia Kejlskov Egan:

"Typically, the citizens who use public alcohol treatment services are men who have had problematic alcohol use for more than ten years. They generally have lower educational levels, and many are unemployed. However, we have managed to recruit individuals with a different profile. More are employed, more have higher education, they are younger, and there are also more women."

Another significant difference, according to Professor Janne Tolstrup, is that this new group seeks help at a stage where their alcohol consumption is not yet severe.

"This is an interesting target group from a prevention perspective because they have not developed severe alcohol dependency and are motivated to engage in treatment. It allows us to help them before the alcohol potentially causes serious issues like job loss, divorce, and family breakdown," says Janne Tolstrup.

Appealing to Busy Individuals

Participants in the study were primarily recruited through social media. The recruitment material intentionally used positive communication to reach different target groups than those typically seen in public treatment facilities.

"We have tried to frame both the treatment and the concept of problematic alcohol use differently. For example, we talked about counseling rather than treatment and highlighted the benefits of changing drinking habits rather than the disadvantages of not doing so. This approach resonated with this target group. They lead functional lives and do not have severe addictions, so they can relate better to non-stigmatizing communication," explains Kia Kejlskov Egan, who adds that the online format appears to appeal to busy people in jobs.

"The online format offers flexibility, making it easy to integrate into daily life. It also allows individuals to engage in treatment more privately, as it can take place on a screen in their own home rather than at a clinic. This has proven significant for this target group," says Kia Kejlskov Egan.

The study also shows that both methods are equally effective in reducing people's alcohol consumption. Both treatments halved the participants' alcohol consumption after 12 months.

The research project was conducted in collaboration with Novaví, which was responsible for the actual alcohol treatment. TrygFonden supported the National Institute of Public Health's evaluation of the project.

Contact:

• PhD student and project leader Kia Kejlskov Egan, phone: +45 6550 7741, email: kiae@sdu.dk
• Professor Janne Tolstrup, phone: +45 6550 7735, email: jest@sdu.dk
• National Institute of Public Health, University of Southern Denmark.