New DTC Research Examines New Risk Presentation Model
New research by FDA and RTI International’s Center for Communication Science shows promising data on a new model for presenting risk information in broadcast direct-to-consumer (DTC) prescription drug ads. Designed to address how much information should be included in DTC major risk statements, the research found that a more focused risk presentation highlighting only serious and actionable risks led to better consumer comprehension and retention than current unedited risk statements did. During consumer testing, a disclosure statement indicated that not all risks were presented and directing consumers to seek additional information, for example, by consulting one’s doctor or consulting patient labeling.
“The revised risk statement improved overall processing of the television ad, as evidenced by improved risk recall and recognition and improved benefit recognition,” the researchers say. “Further, the presence of the disclosure did not adversely affect consumers’ processing of drug risk and benefit information. Therefore, limiting the risks presented in DTC television ads and including a disclosure alerting consumers that not all risks are presented may be an effective strategy for communicating product risks.”
The researchers believe that limiting risks to those that are serious and actionable serves a dual purpose. “First, it may reduce the cognitive burden that may result from having to process a large amount of information,” they say. “Second, serious and actionable risks may be perceived as more relevant, thus improving attention and comprehension of the risk statement. Such an approach addresses concerns raised by some that DTC ads often do not sufficiently distinguish between clinically important and unimportant problems... Assuming consumers attend to the disclosure statement, research is also needed to examine whether the presence of this statement aidsor hinders overall consumer understanding of statements in the ad.”
Additionally, the researchers say future research should also investigate risk comprehension. “The present research emphasized memory for risks across the experimental conditions,” they say. “In some sense, remembering information may be indicative of comprehending the information. Nonetheless, recognition and comprehension are not identical constructs, so future research should investigate impact on comprehension more fully.”