Info overloaded, consumers tune out risk info, says survey

Share this article:
Consumers tend to block out risk info in TV and print ads for prescription drugs – particularly those over age 55 – according to a study by ORC Guideline.

The research firm found that 41% of US consumers pay little or no attention to risk info presented by pharma companies in their TV commercials, and half did the same for disclosures in print ads. Respondents over the age of 55 were particularly likely to tune out risk info.

ORC Guideline's chief research officer, Morris Whitcup, said risk info overload is probably to blame. “As consumers utilize a wide variety of sources to learn about prescription medications, it may not be optimal for the FDA to require that pharmaceutical companies include the same details in each of the channels they use to communicate information about their prescription drug products,” said Whitcup.

Asked how they'd prefer to see risk information presented online, 32% said through direct links to an independent website such as WebMD, 27% opted for “a condensed version of risk disclosures a click away,” 26% a direct link to a company site and 25% a link to a government site.

The online survey of 1,045 US adults was conducted October 29-30.


Share this article:
close

Next Article in News

Email Newsletters

More in News

Lilly takes on Amgen's Enbrel

Lilly takes on Amgen's Enbrel

Phase-III tests indicate Lilly's experimental treatment bests Amgen's for moderate-to-severe plaque psoriasis.

GSK Ellipta franchise expands

GSK Ellipta franchise expands

The FDA has approved Arnuity Ellipta for asthma.

Five things for pharma marketers to know: Thursday, August 21

Five things for pharma marketers to know: Thursday, ...

An Ebola survivor is set to leave Emory University Hospital, but the cause of the cure is uncertain, the FDA has approved a new type 1 diabetes test, and the ...