Comparison of the packaging and labeling of Target ClearRx with conventional prescription drug packaging and labeling

To compare consumer preferences for Target Pharmacy’s ClearRx packaging and labeling with conventional prescription drug packaging and labeling. Prospective, hands-on comparison of packaging and labeling formats. Two suburban shopping malls in northern California in February and March 2006. Volunteer participants from local communities. Self-administered questionnaire. Participants were asked to compare ClearRx bottles with conventional cylindrical prescription bottles (both labeled as containing fluoxetine). They also were asked their opinions on three ClearRx bottles (labeled as containing albuterol, amoxicillin, or atenolol) with different color rings corresponding to three fictitious family members. Consumer preference for ClearRx or conventional packaging and labeling, consumer ability to differentiate between two types of packaging and labeling, consumer perception of safety design, and reasons for consumer preferences. The majority of consumers (85%) preferred ClearRx packaging and labeling over the conventional format (10%; 5% uncertain; P < 0.0005). Consumers described distinct differences between the packaging and labeling formats, citing ClearRx as better designed for safety, easier to read, and having better organized warnings with larger type size. The ClearRx patient information card was rated by the majority of consumers as easy or very easy to access (91%; P < 0.0005), important or very important to retain as a reference during use (94%; P < 0.0005), and helpful for improving medication safety (91% agree or strongly agree; P < 0.0005). Features designed to avoid medication mix-ups (i.e., color rings, large type face for medication name) allowed consumers to easily distinguish among bottles of ClearRx. These findings were consistent across various demographic categories. ClearRx represents an important advance in meeting consumer needs for patient-centered designs in prescription packaging and labeling.