Considering the important role of the Internet in health information seeking by consumers, it is critical to examine the health information that is available to them through the Internet. This study contributes to existing knowledge by employing a content analysis to examine visual and textual information on prescription medication websites. A stratified random sample was selected from a list of the 100 most-prescribed medications in the United States. Findings point to under-utilization of audiovisual components on the homepage of prescription medication websites as well as a lack of racial diversity in people pictured. Medications for chronic conditions were more likely to have homepages with a positive emotional tone than those for acute conditions. Further, more depictions of women on homepages predicted a greater number of prescriptions filled. This study includes implications for health education and healthcare professionals, patients and the Food and Drug Administration.

中文翻译：

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药品的直接面向消费者的电子广告：网站文本和视觉内容的评估。

考虑到Internet在消费者寻求健康信息方面的重要作用，至关重要的是检查可通过Internet获得的健康信息。这项研究通过内容分析检查处方药网站上的视觉和文字信息，为现有知识做出了贡献。从美国100种最处方药的列表中选择分层随机样本。调查结果表明，处方药网站首页上的视听组件未得到充分利用，以及所描绘人群的种族多样性不足。与急性疾病相比，与慢性疾病相比，与慢性疾病有关的药物主页上的情绪语气更积极。进一步，主页上有更多关于女性的描绘，预示着将有更多的处方被使用。这项研究包括对健康教育和保健专业人员，患者以及美国食品药品管理局的影响。