Perception and Communication of Risk

Abstract

Mr. Heilmann discussed the perception and the acceptance of risk in the population. This is not determined by facts but by hopes and expectations. Risk to the individual is a subjective estimation. The question which concerns the pharmaceutical manufacturer in particular is how to measure and communicate risk. There is currently no measure which can adequately communicate risks associated with drug uses to the general population. Usually there is victim-oriented media reporting without reference to the total number of people who take the drug, so that case numbers may sound huge. The communication of relative risk is a problem if the baseline risk is not also communicated. A safety scale similar to the Richter scale of measuring earthquakes according to Heilmann and Urquhart is shown.