ClearRx Prescription Medicine Bottles
ClearRx essentially reinvented the prescription medication bottle, developing a much more customer-centric product. Here's how Adler made it happen:
- A reshaped bottle now enables a flat surface which prescription information could be printed. Forget about reading while rotating the bottle. All the key information is clearly visible towards the patient from a single vantage point. In addition, the drug name is printed on the top of the bottle, too, so even when kept in a drawer, it's not hard to find the correct medication.
- The information architecture from the label itself better aligns with what the patient needs to know. Pharmacy branding takes a backseat to safety. The top 1 / 2 of the label prominently displays the drug name, dosage information and intake instructions. The underside half of the label, printed in smaller type, is restricted to less information, such as the quantity of pills and the name from the prescribing physician.
- The drug information sheet (describing interactions and side effects, among other important details) has become neatly tucked behind the prescription label – always readily available when it's needed. Gleam rudimentary magnifying glass inserted behind the label, for people who take some extra help reading the bottle.
- Essential warnings, for example whether to go ahead and take drug before eating anything, are more prominently delineated on the back side from the bottle (instead of crammed onto a small warning sticker).
- The bottle cap was redesigned to still be childproof while permitting easier access by elderly patients yet others with limited dexterity.
- Colored rubber rings attach to the neck from the bottle, allowing every individual inside a household to choose an identifying shade to allow them to spot their prescriptions instantly – even if the bottles are mingled with those of other family members.
ClearRx would be a huge hit with Target's pharmacy customers, a lot of whom are now lobbying CVS to embrace the look. (CVS acquired Target's pharmacies in 2021 and subsequently converted all prescription bottles to their classical design, within the name of “cost efficiency.”)
Here's what you should remove from the ClearRx story: All things have a person experience.
Yes, even the act of opening up a prescription drugs bottle is a type of customer experience. So when such seemingly inconsequential interactions are intentionally engineered, it may distinguish the knowledge (and the associated company) available on the market – as ClearRx and Target so skillfully accomplished.
Think broadly concerning the kinds of interactions that constitute your company's customer experience. It's not only about interactions with retail store associates, call center staff or onsite sales reps. You will find likely more subtle components to the experience that deserve to be managed just as carefully – for example, the action of opening a box of shipped goods, or installing a piece of software or reading a merchant account statement.
Be deliberate and thoughtful in shaping the design of many of these interactions, always incorporating the outlook during people who actually make use of your service or product.
The brilliance of ClearRx is that it took a meaningful but overlooked touchpoint and redesigned it with the customer in your mind – thereby creating a source of competitive differentiation, where before there is none.
That's a prescription for achievement, in almost any business.
