title: Randomized study of placebo and framing information in direct-to-consumer print advertisements for prescription drugs.
abstract: BACKGROUND
  Research suggests that quantitative information in direct-to-consumer (DTC) prescription drug ads may be helpful for consumers.
  
  
  OBJECTIVE
  The objective was to examine the effect of adding placebo rates and framing to DTC ads.
  
  
  METHODS
  In study 1, 2,000 Internet panel members with chronic pain participated in a randomized controlled experiment of DTC ads varying in placebo rate and framing. In study 2, 596 physicians ranked DTC ads varying in placebo rate and framing by how well they conveyed scientific information and their usefulness for patients.
  
  
  RESULTS
  In study 1, participants who viewed placebo rates were able to recall them and use them to form certain perceptions. A mixed frame led to lower placebo rate recall and perceived efficacy. In study 2, overall, physicians preferred a placebo/single frame ad.
  
  
  CONCLUSIONS
  Adding placebo rates to DTC ads may be useful for consumers. The evidence does not support using a mixed frame.
authors.affiliation: U.S. Food and Drug Administration, Silver Spring, MD, USA, amie.odonoghue@fda.hhs.gov.
authors.forename: Amie C
authors.initials: AC
authors.lastname: O'Donoghue
authors.forename: Helen W
authors.initials: HW
authors.lastname: Sullivan
authors.forename: Kathryn J
authors.initials: KJ
authors.lastname: Aikin
mesh_terms: D000328:Adult; D000329:Advertising / Q000592:standards*; D003258:Consumer Behavior; D054626:Consumer Health Information / Q000592:standards*; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D015990:Placebo Effect; D055553:Prescription Drugs
chemical_list: D055553:Prescription Drugs