Evaluation of Risk Versus Benefit Information in Direct-To-Consumer (DTC) Prescription Drug Television Advertisements (original) (raw)
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Journal of Public Policy & Marketing, 2016
This research investigates how the inclusion of the “toll-free statement” (a message about a toll-free number by which consumers can report drug side effects to the U. S. Food and Drug Administration) in direct-to-consumer (DTC) television advertisements for prescription drugs affects consumers’ comprehension of product risks and benefits, as well as their comprehension and memory of the toll-free statement. Participants viewed one of nine mock television advertisements across which elements of the toll-free statement varied. Presenting the statement in both text and audio resulted in better processing of the statement than text-only presentations. When the statement was shown in text alone, presenting it during the entire advertisement or after the statement of risks resulted in better processing than a placement before the risk information. The placement, duration, and prominence of the statement did not affect risk or benefit comprehension. These findings suggest that the toll-fr...
Proceedings of the XVIth Triennial International Ergonomics Association, 2006
Direct-to-consumer (DTC) prescription drug advertising markets medications requiring a physician's script to the general public. In the U.S., DTC prescription drug advertising includes risk disclosures (i.e., side effects and contraindications) in auditory (voice) or both auditory and visual (text) parts of the commercials. Little research has examined the factors that affect the communication of risk disclosures. This research attempted to identify factors that influence recall and recognition of risk disclosures in DTC prescription drug television commercials. The results showed that risk disclosures presented either visually or visually and auditorily increased the likelihood of recall and recognition compared to no presentation. Risk disclosures presented concurrently in visual and auditory modalities produced the highest recall and recognition. The results suggest visual risk disclosures produce better recall and recognition than auditory risk disclosures. Finally, concurrent presentation of non-risk disclosures with risk disclosures produced lower recall and recognition compared to presenting only risk disclosures. Implications for the design of DTC prescription drug television commercials as well as directions for future research are discussed.
A Content Analysis of Direct-to-Consumer Television Prescription Drug Advertisements
Journal of Health Communication, 2004
This article reports the results of a content analysis of 23 direct-to-consumer (DTC) product-specific television prescription drug advertisements broadcast during 2001. A majority of ads used both medical and lay terms to convey medical ideas. Most gave consumers somewhat more time to absorb facts about benefits than those about risks, which could have implications for the ''fair balance'' requirement. Complete references to additional product information were given only in text, casting doubt on whether these ads are making ''adequate provision'' for dissemination of detailed product information. Overall, our results call into question the potential of these ads to educate consumers.
PsycEXTRA Dataset, 2000
Unlike most advertising, direct-to-consumer (DTC) prescription drug advertising on television frequently contains warnings. Because of the brevity of the warning message, a follow-up source with more detailed information is given. This research examined the reported likelihood of using several follow-up sources as well as their beliefs about the completeness/accuracy and ease of access of those sources. Also examined were various other beliefs and attitudes associated with DTC prescription drug television advertising. Participants reported that they would more likely to use certain follow-up sources such as the Internet more than other sources such as an advertisement in a particular magazine and believed that certain sources provide more complete/accurate and more accessible information than other sources. The results indicate that the Internet is a growing information source that people use to find out more about prescription drugs viewed in advertisements. Participants' responses indicate skepticism about the goals and content of DTC prescription drug advertising, although the responses also indicate that they believe that there are potential benefits of such advertising. Implications for research in risk communication and warnings are discussed.
Applied Ergonomics, 2013
Direct-to-consumer (DTC) drug advertising markets medications requiring a physician's script to the general public. In television advertising, risk disclosures (such as side effects and contraindications) may be communicated in either auditory (voice) or visual (text) or both in the commercials. This research examines presentation modality factors affecting the communication of the risk disclosures in DTC prescription drug television commercials. The results showed that risk disclosures presented either visually only or both visually and auditorily increased recall and recognition compared to no presentation. Risk disclosures presented redundantly in both the visual and auditory modalities produced the highest recall and recognition. Visual only produced better performance than auditory only. Simultaneous presentation of non-risk information together with risk disclosures produced lower recall and recognition compared to risk disclosures alonedwithout concurrent non-risk information. Implications for the design of DTC prescription drug television commercials and other audio-visual presentations of risk information including on the Internet, are discussed.
Presenting efficacy information in direct-to-consumer prescription drug advertisements
Patient Education and Counseling, 2014
Objective: We evaluated whether presenting prescription drug efficacy information in direct-toconsumer (DTC) advertising helps individuals accurately report a drug's benefits and, if so, which numerical format is most helpful. Methods: We conducted a randomized, controlled study of individuals diagnosed with high cholesterol (n = 2807) who viewed fictitious prescription drug print or television ads containing either no drug efficacy information or efficacy information in one of five numerical formats. We measured drug efficacy recall, drug perceptions and attitudes, behavioral intentions, and drug risk recall. Results: Individuals who viewed absolute frequency and/or percentage information more accurately reported drug efficacy than participants who viewed no efficacy information. Participants who viewed relative frequency information generally reported drug efficacy less accurately than participants who viewed other numerical formats. Conclusion: Adding efficacy information to DTC ads-both in print and on television-may potentially increase an individual's knowledge of a drug's efficacy, which may improve patient-provider communication and promote more informed decisions. Practice implications: Providing quantitative efficacy information in a combination of formats (e.g., absolute frequency and percent) may help patients remember information and make decisions about prescription drugs.
PsycEXTRA Dataset, 2007
The present research explored several aspects concerning hazard/risk communication in direct-to-consumer (DTC) television advertising. Results indicated that participants frequently encounter DTC ads and some report information seeking as a result. Participants reported that their physicians will fill their requests for DTC advertised drugs. They report infrequently making online (Internet) purchases of prescription drugs possibly due to safety and legal concerns. Implications of the findings for factors/ergonomics (HF/E) professionals are discussed.
Direct to consumer advertising of prescription drugs
BMJ, 2008
The Direct-to-Consumer (DTC) advertising of prescription drugs by pharmaceutical companies has been described as any promotional effort with respect to these drugs that targets the general public through the lay media. Spending by the drug industry on DTC advertising grew from 791millionin1996to791 million in 1996 to 791millionin1996to3.2 billion in 2003, mostly for promotion of 50 brand-name drugs. There is a growing consensus among health professionals and others that DTC advertising may have exacerbated recent problems with drug safety (e.g., Vioxx) and that it may contribute to the rising cost of health care. Drug manufacturers claim that DTC advertising reminds patients to visit their doctors and be tested for health problems earlier, to take their medicines as prescribed, and to become more involved in their own treatment. Some physicians acknowledge that DTC advertising serves as an effective tool for conveying health information to their patients. Others, however, mistrust DTC advertising because, in their opinion, the information provided by the ads can sometimes be misleading. From their perspective, DTC ads rarely, if ever, discuss non-drug forms of treatment, such as weight control and other beneficial lifestyle changes. In 1962, Congress gave the Food and Drug Administration (FDA) the authority to regulate prescription drug advertising, which, at the time, consisted primarily of ads in medical journals directed mostly toward physicians. The law prohibited FDA from issuing regulations that would require prior approval of the content of drug advertising. Published regulations require that all drug ads include a "brief summary" statement that discloses all the drug's known risks. Because most commercial advertising is limited in length or duration, drug makers found compliance with these regulations difficult, particularly in television and radio advertising. Until 1997, FDA had given no guidance to the drug industry on how the "brief summary" requirements for broadcast advertising could be met. It then issued a draft guidance, finalized in 1999, clarifying that it would treat broadcast advertising differently than print advertising. It stipulated that broadcast ads had to include the advertised product's most important risks (called a "major statement" by FDA) in the audio portion of the advertisement. FDA's guidance provided that the DTC ads should give sources where more complete risk information about a drug would be available (i.e., on Internet sites, toll-free telephone numbers, referral to health care providers, and large-circulation print sources). Some Members of Congress are asking whether FDA's current policies on DTC ads give consumers information that appropriately balances risks and benefits or whether ads misrepresent important information patients need prior to purchasing or consuming the drug. This report examines legislative concerns and options on risk and health information as they relate to advertising of drugs. It also discusses activities that could be undertaken with current legislative authority to address concerns about DTC advertising; and examines options for new statutory authority