Catalysts for OTC drug communication strategies: perceptions of information source characteristics by the elderly.

The elderly are the prime users of all medication and especially self-medication using Over-the-Counter (OTC) drugs. This group also has the greatest risk from misuse or interaction of multiple medications. To minimize the risk, information about OTC consumption must be provided to the elderly. This research reports on the importance of various information sources to light and heavy users of OTC medications among the elderly and an evaluation of those information sources with respect to perceived expertise, credibility, understandability and relevance. Communication strategies are suggested for reaching this at-risk group.