Advertising techniques increase biologic treatment willingness in patients with psoriasis

Background: Although biologics have revolutionized psoriasis care, some patients may be reluctant to consider implementing biologic therapy. Objective: To determine whether willingness to take a biologic is increased by commonly used advertising techniques. Methods: An online survey was used to assess subjects with a self-reported diagnosis of psoriasis and their willingness to initiate biologic treatment (N=400). Subjects were randomized to receive one of the following surveys: clinical data with positive framing (N=80), bandwagon-based statement (N=80), testimonial-based statement (N=80), comparative advertising (N=80), and negative framing (N=80). Willingness to take treatment was recorded on a 10-point Likert scale and evaluated using one-way ANOVA, two-group t-tests, and chi-squared tests. Results: Compared to subjects presented with positive framing (M=5.5, SD=3.2), subjects presented with a bandwagon-based statement (M=6.5, SD=2.7; P=0.04) and testimonial-based statement...
Source: Dermatology Online Journal - Category: Dermatology Source Type: research