Simplied drug packaging had little impact on adherence

Share this article:
Citing studies, American Medical News said simplified drug packaging might improve patients' comprehension of risks and benefits but seems to have little impact on adherence.

The pub pointed to a study in the Journal of General Internal Medicine that found Target's “ClearRx” prescription bottle, with color-coded rings and easy-to-read instructions, didn't make a dent in adherence. That study found no appreciable difference in refills between 23,745 Target patients and 162,368 patients getting their Rxs filled at other pharmacies. Target noted that improving comprehension of instructions was the goal of the 2005 redesign. 
Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

More in Features

Read the complete September 2014 Digital Edition

Read the complete September 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Medical marketing needs mainstream Mad Men

Medical marketing needs mainstream Mad Men

Agencies must generate emotional resonance with the target audience, not unlike Apple, Pepsi or Nike

Are discounts cutting out co-pays?

GSK's decision to cut Advair's price spurred some PBMs to put it back on formulary. Will drugmaker discounts diminish the need for loyalty programs? How can these programs stay relevant beyond giving co-pay assistance?