title: Communicating efficacy information based on composite scores in direct-to-consumer prescription drug advertising.
abstract: OBJECTIVE
  Drug efficacy can be measured by composite scores, which consist of two or more symptoms or other clinical components of a disease. We evaluated how individuals interpret composite scores in direct-to-consumer (DTC) prescription drug advertising.
  
  
  METHODS
  We conducted an experimental study of seasonal allergy sufferers (n=1967) who viewed a fictitious print DTC ad that varied by the type of information featured (general indication, list of symptoms, or definition of composite scores) and the presence or absence of an educational intervention about composite scores. We measured composite score recognition and comprehension, and perceived drug efficacy and risk.
  
  
  RESULTS
  Ads that featured either (1) the composite score definition alone or (2) the list of symptoms or general indication information along with the educational intervention improved composite score comprehension. Ads that included the composite score definition or the educational intervention led to lower confidence in the drug's benefits. The composite score definition improved composite score recognition and lowered drug risk perceptions.
  
  
  CONCLUSIONS
  Adding composite score information to DTC print ads may improve individuals' comprehension of composite scores and affect their perceptions of the drug.
  
  
  CONCLUSIONS
  Providing composite score information may lead to more informed patient-provider prescription drug decisions.
authors.affiliation: RTI International, Research Triangle Park, NC, USA. Electronic address: pamwilliams@rti.org.
authors.forename: Pamela A
authors.initials: PA
authors.lastname: Williams
authors.affiliation: Office of Prescription Drug Promotion, Center for Drug Evaluation and Research, Food and Drug Administration (FDA), Silver Spring, MD, USA.
authors.forename: Amie C
authors.initials: AC
authors.lastname: O'Donoghue
authors.affiliation: Office of Prescription Drug Promotion, Center for Drug Evaluation and Research, Food and Drug Administration (FDA), Silver Spring, MD, USA.
authors.forename: Helen W
authors.initials: HW
authors.lastname: Sullivan
authors.affiliation: RTI International, Research Triangle Park, NC, USA; Edward R. Murrow College of Communication, Washington State University, Pullman, WA, USA. Electronic address: jessica.willoughby@wsu.edu.
authors.forename: Jessica Fitts
authors.initials: JF
authors.lastname: Willoughby
authors.affiliation: RTI International, Research Triangle Park, NC, USA.
authors.forename: Claudia
authors.initials: C
authors.lastname: Squire
authors.affiliation: RTI International, Research Triangle Park, NC, USA.
authors.forename: Sarah
authors.initials: S
authors.lastname: Parvanta
authors.affiliation: Office of Prescription Drug Promotion, Center for Drug Evaluation and Research, Food and Drug Administration (FDA), Silver Spring, MD, USA.
authors.forename: Kevin R
authors.initials: KR
authors.lastname: Betts
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods*; D000368:Aged; D032882:Comprehension; D003258:Consumer Behavior; D054626:Consumer Health Information; D000067088:Direct-to-Consumer Advertising; D005260:Female; D017144:Focus Groups; D006801:Humans; D008297:Male; D040541:Marketing; D008875:Middle Aged; D010174:Pamphlets; D011247:Pregnancy; D055553:Prescription Drugs / Q000009:adverse effects / Q000627:therapeutic use; D014481:United States; D055815:Young Adult
chemical_list: D055553:Prescription Drugs
keywords: Communication; Composite scores; Direct-to-consumer (DTC) advertisements; Marketing; Prescription drugs; United States