Framing the Risk of an OTC Medication Side Effect

Abstract

Background:

Finding the best way to communicate risk of side effects to patients can be difficult for pharmacists. Some practitioners are reluctant to discuss side effects for fear that such information may discourage medication use; for others, the number of side effects to mention is an inexact science. When actually discussing a side effect, should pharmacists phrase the chances of occurrence as “Most people don't experience X” or as “A few people do experience X”? Literature on decision-making suggests that the interpretation of information varies depending on the presentation format or the frame used.

Objective:

To examine the impact 2 different ways of phrasing the occurrence of a side effect has on the likelihood of a patient taking a medication.

Methods:

Volunteers were presented with hypothetical scenarios. They indicated their likelihood of taking 2 fictitious over-the-counter headache medications, each while considering the chance of experiencing a side effect (heartburn). The likelihood of experiencing the side effect was the same for each situation, but was presented in 2 different ways (positive or negative frame). Interviews were then carried out to gain insight into the reasons for choices made.

Results:

Thirty subjects participated; most were female. Participants were more likely to take a medication when the side effect was framed positively. Gender and recent history of experiencing a side effect did not appear to affect the results.

Conclusion:

When considering one side effect, framing the risk of its occurrence in a positive way increased the likelihood that a person would decide in favour of taking the medication.