A new model for communicating risk information in direct-to-consumer print advertisements

被引：6
|
作者：
Stotka, Jennifer L. [1 ]
Rotelli, Matthew D.
Dowsett, Sherie A.
Elsner, Mary W.
Holdsworth, Stacy M.
Pitts, Peter J.
McAvoy, David R.
机构：
[1] Eli Lilly & Co, Lilly Corp Ctr, US Regulatory Affairs, Indianapolis, IN 46285 USA
[2] Eli Lilly & Co, Stat, Indianapolis, IN 46285 USA
[3] Eli Lilly & Co, Sci Commun, Indianapolis, IN 46285 USA
[4] Eli Lilly & Co, Mkt, Indianapolis, IN 46285 USA
[5] Ctr Med Publ Interest, New York, NY USA
[6] Eli Lilly & Co, Off Sci & Regulatory Policy, Indianapolis, IN 46285 USA
来源：
DRUG INFORMATION JOURNAL | 2007年 / 41卷 / 01期
关键词：
direct-to-consumer (DTC) advertising; risk information; communication; highlight section; Brief Summary;
D O I：
10.1177/009286150704100112
中图分类号：
R19 [保健组织与事业（卫生事业管理）];
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, communications of risk information to consumers could be improved by highlighting risks under a window format, and limiting the number of common side effects listed.
引用
收藏
页码：111 / 127
页数：17
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