Communicating therapeutic indication information in direct-to-consumer television ads for prescription cancer drugs: Exploring the effect of dual-modality presentations

Abstract

Objective

The rise in direct-to-consumer (DTC) ads for cancer drugs, which often have complex indications, raises concerns about consumer misunderstanding. A drug’s indication must clearly convey its condition(s) of use, which may include elements such as the approved patient population, second-line treatment status, and whether it is adjunctive or concomitant therapy. The study examines whether the modality used to communicate the drug’s indication in DTC television ads affects consumers’ recognition, recall, and comprehension.

Methods

We conducted two experimental studies testing dual-modality (voiceover and on-screen text) presentations of therapeutic indication information in television ads for non-small cell lung cancer (N = 281) and multiple myeloma (N = 287). In each study, the indication statement for all ads presented the medical condition in dual modality and varied the modality used to present additional elements of the indication (absent, audio-only, text-only, dual-modality). After viewing the ad twice, participants completed a questionnaire that measured indication recognition, recall, and comprehension.

Results

Dual-modality presentations led to improved communication outcomes relative to the control condition without unintended detrimental effects relative to single-modality presentations. Participants exposed to dual-modality presentations were more likely to correctly recognize the full indication statement and the drug’s intended use. The dual-modality presentation also improved recall and comprehension of the indication’s additional elements in one study, though not consistently across both. No consistent pattern emerged linking specific single modalities to better outcomes. In line with previous research, our results present nuanced outcomes, revealing the superior benefits of dual-modality presentations for some outcomes, but highlighting the influence of moderating factors.

Conclusions

Dual-modality presentations of indication statements may improve individuals’ recall, recognition, and comprehension of indication statements and facilitate better consumer understanding.

Practice Implications

These results support stakeholders continuing to investigate how indication statement complexity affects consumer understanding and expectations about drug eligibility.