Sullivan Helen W, O'Donoghue Amie C, Aikin Kathryn J, Chowdhury Dhuly, Moultrie Rebecca R, Rupert Douglas J
U.S Food and Drug Administration, Silver Spring, MD, United States.
U.S Food and Drug Administration, Silver Spring, MD, United States.
Patient Educ Couns. 2016 May;99(5):790-9. doi: 10.1016/j.pec.2015.12.015. Epub 2015 Dec 22.
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.
Individuals diagnosed with high cholesterol (n=2504) were randomized to view a fictional DTC print or television advertisement with no visual aid or one of four visual aids (pie chart, bar chart, table, or pictograph) depicting drug efficacy. We measured drug efficacy and risk recall, drug perceptions and attitudes, and behavioral intentions.
For print advertisements, a bar chart or table, compared with no visual aid, elicited more accurate drug efficacy recall. The bar chart was better at this than the pictograph and the table was better than the pie chart. For television advertisements, any visual aid, compared with no visual aid, elicited more accurate drug efficacy recall. The bar chart was better at this than the pictograph or the table.
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.
Adding visual aids to DTC advertising may increase the public's knowledge of how well prescription drugs work.
确定视觉辅助工具是否有助于人们回忆直接面向消费者（DTC）的处方药广告中的定量疗效信息，若有帮助，哪种类型的视觉辅助工具最有帮助。
将被诊断为高胆固醇的个体（n = 2504）随机分组，观看一则虚构的无视觉辅助工具的DTC平面广告或电视广告，或观看四种描绘药物疗效的视觉辅助工具（饼图、柱状图、表格或象形图）之一的广告。我们测量了药物疗效和风险回忆、对药物的认知和态度以及行为意图。
对于平面广告，与无视觉辅助工具相比，柱状图或表格能引发更准确的药物疗效回忆。柱状图在这方面比象形图更好，表格比饼图更好。对于电视广告，与无视觉辅助工具相比，任何视觉辅助工具都能引发更准确的药物疗效回忆。柱状图在这方面比象形图或表格更好。
在DTC平面广告和电视广告中描绘定量疗效信息的视觉辅助工具提高了药物疗效回忆，这可能有助于人们对处方药做出明智的决策。
在DTC广告中添加视觉辅助工具可能会增加公众对处方药疗效的了解。
