Upcoming Webinars Archived Webinars Training Vitals Host A Webinar About Get Updates Contact

Study Finds Most People Don’t Read Pharmaceutical Risk Disclosures

XTALKS VITALS NEWS

Risk disclosures are an important component in maintaining compliance in pharmaceutical marketing, but some companies are have been accused of failing to disclose risks in accordance with regulations set out by the US Food and Drug Administration (FDA).

Tweetables from this article:

Tweet: Drugmakers may highlight the benefits of a drug, while minimizing the potential side effects http://ctt.ec/G7YAp+ Drugmakers may highlight the benefits of a drug, while minimizing the potential side effects.

Share this!

October 20, 2016 | by Sarah Hand, M.Sc.

Despite the fact that consumers claim to read the risk disclosures on websites for branded pharmaceuticals, research conducted at the University of Tennessee suggests that this isn’t always true. Risk disclosures are an important component in maintaining compliance in pharmaceutical marketing, but some companies have been accused of failing to disclose risks in accordance with regulations set out by the US Food and Drug Administration (FDA).

Using eye tracking, two professors from the advertising department at the university studied the website browsing habits of 29 seasonal allergy sufferers. They then compared this information to follow up interviews based on the amount of information the participants read and retained.

In order to ensure responses would be unbiased, participants were kept in the dark as to the true purpose of the research. They were told that the study was investigating how people search for health information on the internet, and that the website they were directed to was designed for a new allergy drug.



While 80 percent of the volunteers reported that they read half or more of the information on the website, the eye tracking data found that they read much less, and instead focused on the drug’s benefit claims, as opposed to the risks. According to the researchers, this finding may not apply to all drugs, as the participants could have felt they were already familiar with the common side effects of taking an allergy medication.

“There are so many factors that may be influencing a person when looking at the drug website,” Mariea Hoy, one of the advertising researchers who led the study, told FiercePharma. “Our study found that for individuals who perceived themselves to be familiar with the condition and the drugs that treated it, and subsequently thought ‘it's just an allergy drug,’ they were only looking for benefits and subsequently ignored the risk information.”

Hoy went on to say that the participant interviews did not suggest that people had developed a habit of ignoring the risk disclosures on branded drug websites. The researchers have shared their study results with the FDA, and have offered pharmaceutical companies some advice on making the risk information more readable.

“Pharma companies should try to identify why people aren’t reading the risks,” said Hoy. “Are they trying to avoid negative information? Do they think they already know the risks? Do they discount the risks for themselves, with the it-won’t-happen-to-me mindset known as ‘optimum bias?’”

Of course, consumers might be more likely to read the risk disclosures if they were presented before the benefits for a drugs, however this solution is not likely to be popular among pharmaceutical companies. Drugmakers have been criticized for using direct-to-consumer (DTC) advertising techniques which highlight the benefits of a drug, while minimizing the potential side effects.


Keywords: Pharmaceutical Marketing, Branded Drug, Risk Disclosure


| NEXT ARTICLE | MORE NEWS | BLOGS | VIDEOS | POLLS & QUIZZES | WEBINARS |

Share this with your colleagues!

MORE NEWS
Lavazza Acquires Controlling Stake in Canada’s Kicking Horse Coffee

May 26, 2017 - Italian coffee company Lavazza, has secured an 80 percent equity stake in Canadian organic and fair-trade coffee company Kicking Horse Coffee, in a deal worth CAD$215 million.

Featured In: Food News


FDA First: Keytruda Approved for Cancer Treatment Based on Biomarker Alone

May 25, 2017 - For the first time, the FDA has approved a cancer treatment for solid tumors based on the presence of a biomarker, as opposed to specifying a tissue of origin.

Featured In: Biotech News


One Year of Medically Assisted Dying in Canada

May 25, 2017 - In June of 2016, the federal government of Canada passed legislation to legalize medically assisted dying.

Featured In: Life Science News


LEAVE A COMMENT
 
  
THE XTALKS VITALS INDUSTRY BLOG

Top 5 Most Impactful Tweets in Life Sciences During the Last Week

REGISTER FOR THESE WEBINARS

EU IVD Regulation: Top Five Changes for Medical Device Manufacturers to Consider


Thermal Processing Systems for the Food Industry: A Guide to Selecting Thermal Equipment and Technology


Rare Disease & Orphan Drug Development: Cost-Efficient Trial Design to Minimize Cash Burn


eTMF Workflows: Active eTMF to Improve the Quality of Clinical Trials


Copyright © 2016-2017 Honeycomb Worldwide Inc.