Visual presentations of efficacy data in direct-to-consumer prescription drug print and television advertisements: A randomized study

Sullivan, HW., O'Donoghue, AC., Aikin, KJ., Chowdhury, D., Moultrie, R., & Rupert, D. (2016). Visual presentations of efficacy data in direct-to-consumer prescription drug print and television advertisements: A randomized study. Patient Education and Counseling, 99(5), 790-799. https://doi.org/10.1016/j.pec.2015.12.015

Abstract

To determine whether visual aids help people recall quantitative efficacy information in direct-to-consumer (DTC) prescription drug advertisements, and if so, which types of visual aids are most helpful.

Visual aids depicting quantitative efficacy information in DTC print and television advertisements increased drug efficacy recall, which may help people make informed decisions about prescription drugs.

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