title: Presenting efficacy information in direct-to-consumer prescription drug advertisements.
abstract: OBJECTIVE
  We evaluated whether presenting prescription drug efficacy information in direct-to-consumer (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.
  
  
  CONCLUSIONS
  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.
  
  
  CONCLUSIONS
  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.
authors.affiliation: U.S. Food and Drug Administration, USA. Electronic address: amie.odonoghue@fda.hhs.gov.
authors.forename: Amie C
authors.initials: AC
authors.lastname: O'Donoghue
authors.affiliation: U.S. Food and Drug Administration, USA.
authors.forename: Helen W
authors.initials: HW
authors.lastname: Sullivan
authors.affiliation: U.S. Food and Drug Administration, USA.
authors.forename: Kathryn J
authors.initials: KJ
authors.lastname: Aikin
authors.affiliation: RTI International, USA.
authors.forename: Dhuly
authors.initials: D
authors.lastname: Chowdhury
authors.affiliation: RTI International, USA.
authors.forename: Rebecca R
authors.initials: RR
authors.lastname: Moultrie
authors.affiliation: RTI International, USA.
authors.forename: Douglas J
authors.initials: DJ
authors.lastname: Rupert
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods*; D000368:Aged; D000924:Anticholesteremic Agents / Q000627:therapeutic use; D003258:Consumer Behavior; D054626:Consumer Health Information / Q000379:methods*; D005260:Female; D006801:Humans; D006937:Hypercholesterolemia / Q000188:drug therapy; D008297:Male; D008875:Middle Aged; D010174:Pamphlets; D010353:Patient Education as Topic / Q000379:methods; D055553:Prescription Drugs / Q000009:adverse effects / Q000627:therapeutic use; D013690:Television; D014481:United States; D055815:Young Adult
chemical_list: D000924:Anticholesteremic Agents; D055553:Prescription Drugs
keywords: Communication; DTC advertising; Quantitative information