An assessment of older adults' selection of over‐the‐counter medication: What information are they utilizing during the selection process?

Herein, we investigate the information older adults use when selecting over‐the‐counter (OTC) medications. Two specific objectives framed our work: (1) determine what information older adults believe to be important when selecting an OTC and (2) determine what information they believe to be important when assessing an OTC product's appropriateness for use. Five focus groups comprised of OTC users aged 65+ (total n = 24) were led using a moderator guide which incorporated surveys, individual activities and guide group discussions in support of these objectives. Complete transcripts of group discussions were coded into emergent themes and analysed in conjunction with survey results. Four broad themes were identified: price, search for advice, perception of efficacy and perception of safety. While we framed our study specific to labelling information, expecting older consumers to use a deliberative decision‐making process, typical of products that carry risk, what emerged was the fact that they utilized a habit‐based process that was largely driven by price comparisons and previous success with products. The specific, intensive information from the Drug Facts Label (DFL) required by the US Food and Drug Administration (FDA), which we had designed our questions around, was not the information discussed intently by our participants. Data suggests that they rely on simple heuristics available through other aspects of the packaging.