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Volume 13 (4)
Volume 13, Issue 4, 1993 
J Contin Educ Health Prof 1993; 13(4):299-314
ORIGINAL ARTICLE
HB Slotnick, PhD, PhD A b s t r a c t Two studies were conducted testing the educational value of an enhancement of the brief summary of prescribing information that is incorporated into pharmaceutical ads. Called a Clinical Challenge (CC), the enhancement contains: (1) a clinical problem importance to primary care physicians; (2) the solution to the problem; and (3) reference to pertinent information in the brief summary revealing the basis for the problem's solution. The first study, looking for evidence that the enhancement on its own could increase physician knowledge, found a ½ standard deviation increase in knowledge compared with the ad alone. The second study, comparing conventional ads with ads incorporating the CC, was also associated with about a 1/2 standard deviation increase in physician knowledge. The study also showed: (1) that doctors need no coaching on how to learn from Clinical Challenges; and (2) that increased physician knowledge was limited to information highlighted in the Clinical Challenges. Finally, the doctors studied reported that they appreciated the Clinical Challenges' "practical" approach. |
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