Demographic and Product Complexity Determinants of Pharmaceutical Information Utilisation: Policy Implications For Consumer Health Literacy In Nigeria

Abstract

Medication misuse and adverse drug events remain pressing public health concerns across Nigeria, where pharmaceutical product use information (PUI) is intended to serve as a frontline safeguard against incorrect use. Yet little policy attention has been given to which consumer categories are least likely to engage with PUI, the specific benefits consumers derive from it, or how product characteristics shape that engagement. This paper synthesises evidence from a cross-sectional survey of 952 pharmaceutical consumers across sixteen retail outlets in Jalingo, Taraba State, Nigeria, which found an overall PUI utilisation rate of 86 %, significant consumer benefits across seven constructs, overwhelmingly positive consumer perceptions, significant demographic predictors in marital status, social status and educational qualification, and a significant positive effect of product complexity on utilisation. Using a desk-based policy synthesis methodology, this paper translates the full set of these findings into a three-intervention policy model, comprising targeted health literacy campaigns, pharmacist-led counselling protocols, and readability-optimised PUI redesign. The results indicate that current PUI engagement patterns systematically fail to serve single consumers, lower social class consumers, and, counterintuitively, more educated consumers; that consumers value ingredient disclosure and dosage guidance most highly among PUI benefits; and that pharmaceutical manufacturers should prioritise readability investments for complex formulations, where consumers rely most heavily on PUI. The paper concludes with recommendations for NAFDAC, pharmaceutical manufacturers, and community pharmacy practice to narrow the consumer health information gap in Nigeria.