Responses to alternative forms of efficacy descriptions in direct-to-consumer pharmaceutical communications

Abstract

Pharmaceutical advertisers have considerable latitude in how they communicate their drug’s efficacy. Efficacy descriptions can range from a complete absence of quantitative information (i.e. “[Drug] helps people fall asleep faster and stay asleep longer”) to complete quantitative information (i.e. “Individuals taking [Drug] fell asleep faster than those taking a sugar pill, in 30 minutes versus 45 minutes, and stayed asleep longer, sleeping for 6 ¼ hours versus 5 ¾ hours”). Two studies, conducted in the United States, explored consumers’ response to four different forms of efficacy descriptions in direct to consumer pharmaceutical communications. All statements mirrored those used in both print and broadcast direct to consumer pharmaceutical communications and were presented in print format. Study One demonstrated that consumers’ perceptions of drug efficacy and appeal are increased in all situations where there is an absence of complete quantitative information. Study Two helped to explain this outcome, where it was found that few consumers are able to accurately predict levels of drug and placebo efficacy and that most consumers overestimated the relative difference between drug and placebo group effects. Implications for the regulation of direct to consumer communications are discussed.