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In the world of public health and medicine, researchers are often trying to discover new ways of understanding and preventing diseases and other negative health outcomes. When public health researchers want to examine the relationship between some sort of exposure, like smoking, and a disease, such as lung cancer, they will often start by calculating what is called an odds ratio. An odds ratio is a comparison of odds between people who were exposed and people who were not exposed. However, odds ratios can be tricky to understand, even for experienced researchers. In this article, we will break down the odds ratio by reviewing the concepts and calculations of probability and odds. We will also discuss how to interpret an odds ratio, and how these ratios can be useful in real-world applications. 

Background In the 1970s, the Federal Trade Commission declared that allowing medical providers to advertise directly to consumers would be “providing the public with truthful information about the price, quality or other aspects of their service.” However, our understanding of the advertising content is highly limited. Objective To assess whether direct-to-consumer medical service advertisements provide relevant information on access, quality and cost of care, a content analysis was conducted. Method Television and online advertisements for medical services directly targeting consumers were collected in two major urban centres in Nevada, USA, identifying 313 television advertisements and 200 non-duplicate online advertisements. Results Both television and online advertisements reliably conveyed information about the services provided and how to make an appointment. At the same time, less than half of the advertisements featured insurance information and hours of operation and less than a quarter of them contained information regarding the quality and price of care. The claims of quality were substantiated in even fewer advertisements. The scarcity of quality and cost information was more severe in television advertisements. Conclusion There is little evidence that medical service advertising, in its current form, would contribute to lower prices or improved quality of care by providing valuable information to consumers.