A New Model for Communicating Risk Information in Direct-to-Consumer Print Advertisements

被引:0
作者
Jennifer L. Stotka
Matthew D. Rotelli
Sherie A. Dowsett
Mary W. Elsner
Stacy M. Holdsworth
Peter J. Pitts
David R. McAvoy
机构
[1] Eli Lilly and Company,US Regulatory Affairs
[2] Eli Lilly and Company,Statistics
[3] Eli Lilly and Company,Scientific Communications
[4] Eli Lilly and Company,Marketing
[5] Center for Medicine in the Public Interest,Office of Scientific and Regulatory Policy
[6] Eli Lilly and Company,Lilly Corporate Center
[7] Eli Lilly and Company,undefined
来源
Drug information journal : DIJ / Drug Information Association | 2007年 / 41卷
关键词
Direct-to-consumer (DTC) advertising; Risk information; Communication; Highlight section; Brief Summary;
D O I
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中图分类号
学科分类号
摘要
Direct-to-consumer (DTC) pharmaceutical print ads are required by law to carry a “fair balance” of risks and benefits. There are little quantitative data on the effectiveness of risk communication to the consumer. A questionnaire-based method was used to compare consumer reactions to DTC print advertisements that varied in the amount and format of health risk information presented. The highest-scoring ads contained risk information in a prominent risk window. As the number of side effects listed (4, 8, or 12) increased, more consumers recalled no side effects correctly (37%, 45%, and 53%, respectively). On the basis of these results, communication of risk information to consumers could be improved by highlighting risks using a window format, and limiting the number of common side effects listed.
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页码:111 / 120
页数:9
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