%0期刊文章@ 1438- 8871% I JMIR出版物%V 19%卡塔尔世界杯8强波胆分析 N 7% P e225% T在移动设备上直接面向消费者的处方药促销:内容分析%A Aikin,Kathryn J %A Sullivan,Helen W %A Dolina,Suzanne Lynch,Molly Squiers,Linda B +处方药推广办公室，药物评估中心，美国食品和药物管理局，10903新罕布什尔大道，马里兰州银泉，20993，美国，1 301 796 1200，kathryn.aikin@fda.hhs.gov %K直接面向消费者的促销%K直接面向消费者的广告%K移动设备%K处方药%D 2017 %7 04.07.2017 %9原始论文%J J医药互联网Res %G英文%X背景:美国食品和药物管理局(FDA)规定，任何向消费者展示药物益处的处方药促销活动也必须以类似的方式披露有关药物风险的某些信息。近四分之三的美国手机用户使用智能手机，超过一半的人表示在他们的设备上收到过移动广告。目的:本项目的目的是调查处方药如何通过移动技术推广给消费者。我们特别感兴趣的是药物的好处和风险的介绍，关于存在，位置，和突出。方法:我们分析了51个移动推广通信及其相关的链接登陆页面的样本。我们评估了移动通信和登录页的内容和格式，以介绍药物的益处和风险。结果:在我们编码的51个移动通信中，41%(21/51)是产品声明通信(包括药品名称、益处和风险)，22%(11/51)是提醒通信(仅包括药品名称)，37%(19/51)是寻求帮助通信(包括有关医疗状况的信息但不包括药品名称)。一些产品声明通信(5/ 21,24%)需要滚动查看所有的好处信息; in contrast, 95% (20/21) required scrolling to see all the risk information. Of the 19 product claim communications that presented both benefits and risks, 95% (18/19) presented benefits before risks and 47% (9/19) used a bigger font for benefits than for risks. Most mobile communications (35/51, 69%) linked to branded drug websites with both benefits and risks, 25% (13/51) linked to a landing page with benefits but no visible risks, and 6% (3/51) linked to a landing page with risks but no visible benefits. Few landing pages (4/51, 8%) required scrolling to see all the benefit information; in contrast, 51% (26/51) required scrolling to see all the risk information. Of the 35 landing pages with both benefit and risk information, 71% (25/35) presented benefits before risks and 51% (18/35) used a bigger font for benefits than for risks. Conclusions: These results indicate that, while risks and benefits are both represented in mobile communications and their associated landing pages, they are not equally prominent and accessible. This has implications for compliance with FDA fair balance regulations. %M 28676469 %R 10.2196/jmir.7306 %U //www.mybigtv.com/2017/7/e225/ %U https://doi.org/10.2196/jmir.7306 %U http://www.ncbi.nlm.nih.gov/pubmed/28676469