Role
Behavioral Researcher
Challenge Statement
How might FDA's Drug Evaluation and Research Office of Communications best tailor their post-market drug safety communications to consumers to promote informed decision making?
Approach
Designed a survey grounded in theories of risk information-seeking behavior and health literacy and distributed it to 1,244 adults across the U.S.
Partnered with a statistician to use latent class analyses to identify clusters that were similar in their ability to accurately interpret risks and benefits, preferred sources of health information, medication use, and other related factors. Then used multinomial logistic regression models to identify demographic and psychographic differences across the segments.
Translated quantitative data into 4 behavior based audience profiles for FDA staff to consider when developing their communications.
Impact
Provided FDA with clear guidance on who their 4 different main consumer audience segments are for post-market drug safety communications.
Result showed that by tailoring their materials to just two of the audience segments, FDA could improve their communications for roughly 80% of people.
Comments