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Consumer Engagement With Risk Information on Prescription Drug Social Media Pages: Findings From In-Depth Interviews.

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  • 1RTI International, Research Triangle Park, NC, United States.

Journal of Medical Internet Research
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Social media design impacts how consumers find and understand prescription drug risks. User interface and user experience features on pharmaceutical company pages can help or hinder informed decision-making.

Keywords:
FacebookInstagramconsumer engagementdigitaldrug promotioninformationinterviewprescriptionprescription drugspromotionriskrisk informationsafetysafety informationsocial mediauser experience

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Area of Science:

  • Digital Health Communication
  • Human-Computer Interaction
  • Pharmaceutical Marketing

Background:

  • Social media is a growing source of prescription drug information for consumers.
  • Pharmaceutical companies use diverse methods for risk communication on social media.
  • Limited research exists on consumer interaction with drug promotion on social media.

Purpose of the Study:

  • To understand the user interface (UI) and user experience (UX) of pharmaceutical social media promotions.
  • To determine how UI/UX design features affect consumer interaction with drug information.

Main Methods:

  • In-person interviews with 54 consumers across different devices and platforms (Facebook, Instagram).
  • Think-aloud protocol during interaction with drug promotion pages and posts.
  • Analysis of video recordings for interaction data and thematic analysis of participant responses.

Main Results:

  • 70% of Instagram users and 59% of Facebook users viewed risk information.
  • Videos with scrolling risk information and Instagram story highlights increased engagement.
  • Auto-scrolling text and text size presented barriers; identifying indications was harder than risks.

Conclusions:

  • UI/UX design elements significantly influence users' ability to find, review, and comprehend prescription drug risk information.
  • Design choices can either facilitate or create barriers to informed consumer decision-making.