Oftentimes it is less about the information itself rather than how it is presented. For example, as a patient how would you react if the doctor told you the survival rate for your surgery was 90%? Now, imagine he told you the mortality rate is 10%? Do the sentences evoke different feelings? How information is framed can drastically influence how doctors and patients respond to information.
This applies beyond percentages too. A doctor could say that with the medication, the mortality rate was reduced by 1/3. Alternatively, he could say that the mortality was reduced from 3 in 1,000 to 2 in 1,000. Would the way that is presented change your mind?