Oversimplified: How Drug Injector Demonstrations on Television Can Create Dangerous Overconfidence
By Jack Sharples and Tyler Oates
In today's media landscape, we're constantly exposed to
bite-sized information about complex and unfamiliar topics, especially in the
medical industry. Whether in popular medical dramas or pharmaceutical commercials,
the oversimplification of medical device use raises critical questions about
safety, particularly when it comes to autoinjector demonstrations in television
advertisements.
Consider the common scenario of a pharmaceutical
advertisement showing a quick, simplified demonstration of an autoinjector. The
process looks straightforward: choose a site, inject the medication, and you’re
done. But is this abbreviated demonstration helping or harming the potential
for correct device use?
The concern lies in two psychological phenomena that affect
how we process and internalize information. The anchoring effect is our
tendency to rely heavily on the first piece of information we encounter about a
topic. In the above scenario, when viewers learn about autoinjector use through
these brief demonstrations on TV, they may become mentally "anchored"
to an incomplete version of the process. After anchoring occurs, it is often
more difficult for users to understand and incorporate the critical safety
steps that weren't shown in the advertisement.
The anchoring effect can combine dangerously with the
Dunning-Kruger effect, which is the tendency for people with limited knowledge in
a subject to overestimate their understanding of it. After watching several simplified
demos, viewers may develop a false sense of mastery of autoinjector use. They
might think, "I've seen this done multiple times. It looks easy
enough." This confidence isn't always aligned with actual competence,
which can lead to a lack of awareness in essential safety procedures, contraindications,
or emergency responses.
Figure 1: https://thedecisionlab.com/biases/dunning-kruger-effect
Mitigating Risks: A Path Forward
The potential risks of abbreviated autoinjector
demonstrations warrant serious consideration by pharmaceutical companies,
regulators, and healthcare providers. While these advertisements have important
marketing purposes, their current format may be inadvertently creating crucial safety
concerns.
Based on
our knowledge and experience in medical device safety, we developed several recommendations
that may address safety concerns:
1. Pharmaceutical
companies should conduct human factors research to evaluate the impact of
truncated demonstrations on user behavior and risk perception. This research
should specifically examine whether viewers develop incorrect mental models or
skip critical safety steps based on their exposure to simplified
demonstrations.
2. Until such research is completed, all autoinjector advertisements should include prominent warnings that clearly communicate:
a. The demonstration shown is incomplete.
b. Viewing the advertisement does not constitute training.
c. Users must thoroughly review all Instructions for Use and safety information.
d. Training from a healthcare provider is essential before self-administration.
3. Pharmaceutical companies should consider redesigning their advertising approach to better balance marketing needs with safety concerns. This could include:
a. Adding QR codes linking to complete training resources.
b. Incorporating visual cues that emphasize the demonstration is one part of a larger use process.
c. Creating companion materials that highlight critical steps not shown in advertisements.
d. Developing parallel educational campaigns about the importance of complete device training.
The convenience of autoinjectors has revolutionized self-administration of many medications. However, this convenience should not come at the cost of safety. By acknowledging and addressing the psychological impact of truncated demonstrations, we can work toward advertising approaches that inform without creating dangerous overconfidence.