Digital communication is playing an increasingly important role in healthcare. Pharmaceutical companies invest billions annually in online promotion, whereby finding the right balance between risk information and health benefits remains a challenge. New insights from research indicate that smarter digital design can help patients make more informed decisions, and thus potentially contribute to improving public health.
Researchers at George Mason University and Temple University investigated how digital pharmaceutical communication can be made more effective and ethical. The focus was on complying with the US FDA's “fair balance” requirement, which stipulates that risks and benefits must be presented in a balanced manner in advertising. In practice, this proves difficult to implement, especially in digital formats where users consume information quickly and selectively.
Cognitive psychology and UX principles
Using cognitive psychology and UX principles, the scientists investigated how salience and summarisation can be combined in website designs. Various designs were tested in a large-scale experiment with 452 participants and eye-tracking technology. The results are telling: a tabular design that clearly lists risks and benefits side by side led to 13% greater risk awareness, 9% better recall of benefits and 23% higher intention to take action than standard formats.
Although some designs deviate from the letter of the law, they proved to be more in line with consumers' information processing behaviour. According to the researchers, this raises the question of whether regulations could be used more often as a strategic tool to support healthy behaviour.
Digital healthcare innovations
The findings extend beyond the pharmaceutical sector. Clear and balanced information provision also increases trust, engagement and behavioural impact among end users in digital healthcare innovations, AI-driven decision-making and compliance in other sectors.
‘Good design is not an aesthetic detail, but a strategic means of improving health outcomes,’ the researchers conclude. They argue for a revaluation of compliance as an opportunity for innovation and behavioural change – with the ultimate goal of a healthier, better-informed society.
