Sharon Begley
|
May 21, 2007 09:52 AM
What's
in a name? Drug makers agonize over what to call their
products--"Viagra" carries that bit of virility at the front, for
instance, while "Lunesta" evokes the moon. The idea is to associate
drugs with positive attributes as well as make them memorable. Looks
like the companies know what they're doing: in a disturbing study from
Canada, scientists find that names can strongly influence decisions
patients make about treatment.
To investigate what role a name
plays, scientists at McMaster University started out by showing
volunteer patients information on the benefits and harms of various
treatment options. It's well known that many patients suffer from
"health illiteracy" "and inability to understand what their doctor
tells them or the meaning of printed information that comes with
prescription drugs. The McMaster team therefore set out to see whether
the format of the information would make any difference in patients'
understanding and decisions.
They compared a graphic presentation
called a decision board, a decision booklet plus audiotape, and an
interactive computer program, all displaying benefits and risks of
three treatments for blood clots on a pie graph or pictogram. The
treatment options were labeled "treatment A," "treatment B" and
"treatment C." Patients' understanding of whether their condition was
one the treatment was good for, and of the risks and benefits, all
improved significantly with the board, booklet and computer program,
with pie chart or pictogram. Virtually all (96 percent) of the
participants said the decision aid helped them choose among the three
treatments.
Then the scientists replaced A, B and C with the
treatment's true name "warfarin, acetylsalicylic acid (aspirin) and "no
treatment." Under these conditions, 36 percent of the patients changed
their initial choice, including 46 percent of those who initially chose
warfarin and 78 percent who initially chose no treatment, the
scientists are reporting this evening in the Canadian Medical
Association Journal.
Although they grasped the risks and
benefits, that rational decision was trumped by the pull of the name,
or the belief that no treatment (which is actually the best option in
some cases) must be the worst choice. No wonder drug advertising is so
effective.
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