Placement and Format of Risk Information on Direct-to-Consumer Prescription Drug Websites

Abstract

We investigated whether the location and format of risk information on branded prescription drug websites influence consumers’ knowledge and perceptions of the drug’s risks. Participants (Internet panelists with high cholesterol [n = 2,609] or seasonal allergies [n = 2,637]) were randomly assigned to view a website promoting a fictitious prescription drug for their condition. The website presented risk information at the bottom of the homepage, or at the bottom of the homepage with a signal above indicating that the risk information was located below, or on a linked secondary page. We also varied the format of risk information (paragraph, checklist, bulleted list, highlighted box). Participants then answered questions on risk recall and perceptions. Participants recalled fewer drug risks when the risks were placed on a secondary page. The signal had little effect, and risk information format did not affect outcomes. The location of risk information on prescription drug websites can affect consumer knowledge of drug risks; however, signals and special formatting may not be necessary for websites to adequately inform consumers about drug risks. We recommend that prescription drug websites maintain risk information on their homepages to achieve “fair balance” as required by the U.S. Food and Drug Administration.

Acknowledgments

The study presented in this article was provided an exemption from FDA’s Research Involving Human Subjects Committee. We thank the following employees of RTI International for their assistance: Kayla Gray, Scott Boggs, Elizabeth Robbins, Maria Ashbaugh (stimuli development), Sarah Kandefer, Annette Green, Paul Mosquin, Grier Page (data and analyses), Jacqueline Amoozegar, Jennifer Gard Read, Bridget Kelly, and Rebecca Moultrie (questionnaire development and cognitive interviews).

Funding

Funding was provided by the Office of Prescription Drug Promotion, U.S. Food and Drug Administration, and data were collected through a contract with RTI International. Jessica Fitts Willoughby was a contractor with RTI International at the time this study was conducted.

Additional information

Funding

Funding was provided by the Office of Prescription Drug Promotion, U.S. Food and Drug Administration, and data were collected through a contract with RTI International. Jessica Fitts Willoughby was a contractor with RTI International at the time this study was conducted.