Drug companies are shifting through the FDA’s latest advice on how their advertisements shouldn’t overplay drugs’ benefits while underplaying risks. As we read through the draft guidance , we were struck by the insights the agency offers up on how people in the audience digest advertising information. For instance, the FDA explains, “Memory research consistently shows that, in an experimental setting, when people process an entire list or text, they are better able to recall items at the beginning and the end than items in the middle.” So the takeaway for drug makers is that they shouldn’t bury the most important info on drugs’ risks in the middle of lengthy streams of text. Another tidbit on the human mind, courtesy of the FDA: “The amount of information presented is one component that, together with choice of words, color, graphics, voiceover, and other aspects of the piece, can affect cognitive load , the mental effort required to understand the various components of information in the piece.” So

companies shouldn’t make it tough to digest the risk-related info by, say, slowly and clearly reciting lots of information on drugs benefits and then quickly running through a line or two on the risks. In its report on the FDA’s guidance, Reuters notes that one ad that drew criticism in Congress last year was for Schering-Plough’s allergy drug Nasonex. The ad had a bee that flew around during a description of side effects but simply hovered while benefits were explained, as Reuters describes it. A Schering-Plough spokesman tells us the company is reviewing the FDA’s draft guidelines and that it reviews all of its ads to ensure they follow FDA regulations. A spokesman for drug trade group PhRMA told Reuters that drug makers “remain committed to producing responsible, balanced promotional materials” and have adopted voluntary guidelines that say risks “should be presented in clear, understandable language without distraction.” Image: iStockphoto

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FDA Message on Drug Ads: Don’t Bury Risk Information