Does the package design matter? The influence of OTC package design on patients’ drug knowledge (Artikel)

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Does the package design matter? The influence of OTC package design on patients’ drug knowledge (Artikel)
Autor Thomas Wilke, Kai Neumann, Sabrina Müller, Tobias Loder
In: Value in Health
Ausgabe 13 (7)
Erscheinungsjahr 2010
Jahrgang November 2010
Seitenzahl A421

OBJECTIVES: Objective of this study is to discover whether OTC package designs differ in their ability to transfer drug safety related information to pharmacy customers. The research was intended to answer two questions: 1) how well (in terms of speed and accuracy) do customers comprehend the relevant medical information on packages? 2) do alternative package designs cause signifi cantly different levels of comprehension?. METHODS: Face-to-face interviews with 452 customers of 17 German pharmacies were conducted. In each of three sequential experiments (one OTC brand per experiment), each of the participants was shown two packages of the same brand (Paracetamol/Bisacodyl) and asked three drug-related questions per package. Multivariate linear regression analysis was used to identify the factors capable of explaining the accuracy of the answers (fi rst outcome; quality) and the speed with which the answers were made (second outcome; time). The different abilities of the three package designs to transfer information correctly and rapidly were compared by descriptive statistics. The signifi cance of the differences was tested by Wilcoxon tests. RESULTS: Older people, those with physiological problems, people not in a good mood, and those with a poor doctor-patient relationship, or a lack of trust in medicines in general answered the questions with a signifi cantly higher number of mistakes and/or needed signifi cantly longer to do so. When compared to two other package designs, one of the tested designs proved itself to be superior in quality and time. CONCLUSIONS: 1) There exist signifi cant differences between patient groups in their ability to comprehend medical information; specifi c patients do not understand medical information on packages in a suffi cient way. 2) The design of a medication package can measurably infl uence the quality and speed of information transfer to pharmacy customers. An optimized package design is a source of added value from a drug safety point of view.