O.V. Tkachenko
Volgograd State Medical University

Summary. Use of pharmaceuticals is increasingly exercised under conditions of risk and uncertainty. Selecting a necessary medicine an individual is exposed to different influencing factors that are not necessarily oriented to meet consumers’ interests. Buying a regular product consumer can protect himself by carefully studying the package. In case of pharmaceuticals risk minimization involves careful reading of the package insert.

In this regard the aim of the study is to explore the package insert potential being a means of consumer protection from health risk while self buying and administrating medications.

Methodology. To achieve the aim of the study in February 2013, the author conducted a social survey using content analysis method. Package inserts to medications and biologically active additives were analyzed by 2 parameters: level of visualization and level of information value.

Results analysis. The conducted survey allowed to make the following conclusions. First, the majority of package inserts are characterized by poor visualization: small and large format, small print, no visually distinct allocation of sections. Second, numerous special terms in customer oriented sections and vast descriptions for medical specialists make the inserts difficult for quick familiarization and understanding. And finally, the majority of package inserts contain information of uncertain nature. At the same time warning about self-treatment risks are rare to find.

Conclusions. Current package inserts fail to achieve their main purpose – provision of information to the customer and don’t protect an average person from risk and uncertainty in case of self administration of medications. This brings into focus the need to modify the concept of inserts development: its content, design and structure.

Key words: medication package insert; consumer behavior; risk; uncertainty.

References

1. Vasilenko O.V. Pharmaceutical consumer behavior in the present day Russia. Volgograd: VolGMU; 2011. 299 p. (In Russia).
2. Pashutin S.B. Mythical medicine: semi truth about pharmaceutical market. PR v Rossii 2006; (10):10-11. (In Russia).
3. Sheyman I. Expansion of consumer choice in health care: How justified are expectations? Ekonomicheskaya politika 2011; (4): 107-127. (In Russia).
4. Shilova L.S. Health care reforms as a source of new health risks. In: Sociological coordinates of risk. A.V. Mozgovaya, editor. Moscow: Institute of sociology RAS; 2008. 230 p. (In Russia).
5. Endgel J., Blackwell R., Miniard P. Consumers’ behavior. [Trans. from English]. St. Petersburg: Piter; 2005. 768 p.
6. Yanitskiy O.N. Sociology of risk. Moscow: LVS; 2003. 192 p. (In Russia).
7. The most popular pharmaceuticals. IMS Health, 2009. [Internet] [cited 2013 Apr 10]. Available from: http://instrukciya-otzyvy.ru/uploads/posts/2012-12/1356169939_lekarstva-rossiya.jpg (in Russia).

Write Comment

Please keep the topic of messages relevant to the subject of the article. Personal verbal attacks will be deleted. Please don't use comments to plug your web site. Such material will be removed. Just ensure to *Refresh* your browser for a new security code to be displayed prior to clicking on the 'Send' button. Keep in mind that the above process only applies if you simply entered the wrong security code.
Name:
E-mail
Comment:
Code:*