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.
The online survey of 1,045 US adults was conducted October 29-30.
From the January 04, 2010 Issue of MM+M - Medical Marketing and Media
