Optimizing otc labeling for use by older adults

Over-the-counter medicines (OTCs) provide many benefits, including increased access, independence, flexibility and affordability. Despite their advantages, OTCs carry risks like catalyzing an Adverse Drug Reaction (ADR) (e.g. drug-drug or drug-diagnosis interactions). The risk of ADRs is particularly pronounced in older consumers, who tend to consume more OTCs and have higher rates of polypharmacy than other age groups. While OTC labels are required to contain critical information designed to minimize ADRs, evidence suggests that a lack of engagement with key information on OTC labels is endemic and problematic, particularly among older consumers. Our lab has conducted several studies which objectively evaluate information processing in older adults making OTC selections. We investigate what information older consumers access when making decisions, and leverage basic research in visual cognition to develop and objectively evaluate the ability of varied OTC label designs to attract attention to critical information in an attempt to design safer labels.