By John Hennessy
According to a recent poll conducted for Target Stores, 60 percent of prescription-drug users have taken medication incorrectly. Twenty-nine year old graphic designer Deborah Adler thought that made the decades-old prescription drug bottles not only ugly but dangerous.
Ms. Adler's ClearRx prescription packaging system debuts at Target pharmacies May 1. She was inspired to pursue a new design for prescription bottles after her grandmother accidentally swallowed pills meant for her husband.
The new bottle is a complete makeover with lots of improvements:
- The label information is presented by importance,
- Using a flat surface makes the label easier to read,
- Warnings are clear,
- The bottles even include the ability to attach unique-colored rubber rings so each family member can have their own color.
Moderator's Comment: Why did it take so long for something so obviously flawed and dangerous to undergo customer-beneficial improvement? What are some other sleeping giants that could benefit from innovation?
Heinz and Campbell's recently discovered gravity. Heinz with an upended ketchup bottle and Campbell's with it’s gravity-feed soup can shelf system. Good for business. Good for shoppers.
If Target doesn't gain prescription sales based on this innovation, it will be due to a huge failure in marketing the benefits of this packaging innovation. Here's a packaging improvement that can save lives!
How is this packaging innovation about loyalty? Well, fewer Target customers will die from prescription mishaps. That'll keep 'em coming back.
Customers are certain to get used to these superior, safer containers and shift prescription business to Target. Gaining more business is what any loyalty program is all about. Why would I shop at a retailer that is less concerned about proper use of the medications it dispenses?
Prior to leaning about this packaging innovation, I had not considered using Target to fill a prescription. I'm not even sure I knew Target had a pharmacy. Target just moved onto and up the list. And while I'm waiting for that prescription, there's this whole store of neat stuff. Good move Target. - John Hennessy - Moderator