Press Release

CVS/pharmacy Announces Pill Bottle Label Improvements

Redesign enhances clarity with blue highlighting, larger typeface and a cleaner layout

WOONSOCKET, R.I., April 12 /PRNewswire/ -- CVS/pharmacy, the nation's largest retail pharmacy announced today that it has completed the national rollout of its new blue EasyRead(TM) prescription labels which feature larger typeface, a change from yellow to blue highlighting for easier reading, and a cleaner layout. The labels also include a physical description of the pill prescribed to help customers identify their medications.

(Photo: http://www.newscom.com/cgi-bin/prnh/20070412/NETH057 )

CVS/pharmacy made the changes with a particular focus on addressing the needs of its senior customers. A recent survey conducted by Synovate for CVS/pharmacy revealed that 56 percent of Americans age 50 and older take three or more prescriptions on a regular basis, and 21 percent take between five and nine. In addition, 13 percent of older Americans manage medications for their spouse.

The survey also found that customers who had trouble reading pill bottle labels generally said it was due to small type size and cluttered wording.

"Our own focus groups told us that consumers, particularly seniors, were frustrated by pill bottle labels with small type, too much information, and information that is poorly organized. We've taken that feedback and redesigned our prescription label so the information is easier to read and understand," said Helena Foulkes, Senior Vice President of Marketing and Operations, CVS/pharmacy. "While a conversation with your pharmacist is the best way to clarify information about your medication, the redesigned prescription label will help avoid confusion once a patient or caregiver is at home."

Scott Parkin of the National Council on Aging said, "For many older Americans, medications are key to remaining healthy and independent. The proper use of medications and taking them as prescribed is extremely important for them and those who care for them."

The CVS/pharmacy new blue EasyRead(TM) prescription label enhancements include:

    1. Larger typeface:  CVS/pharmacy increased the type size and bolded key
       information on the label for a cleaner look.

    2. Blue highlighting:  Research conducted by CVS/pharmacy through focus
       groups concluded that blue highlighting is easier on the eyes than
       yellow highlighting, which was previously used on prescription labels.
       Also, the clarity offered by black typeface against blue highlighting
       made the label easier for consumers to read. Information highlighted in
       blue on the new label includes the name of the prescription, the
       prescription number and the CVS/pharmacy store phone number.

    3. Medication description:  CVS/pharmacy added a description of the pill
       on the prescription label in order to assist customers in identifying
       their medications.

    4. Refill information placement:  Refill information, including
       prescription number, remaining refills and store phone number, is now
       strategically grouped together on the label.

Following the roll-out of the new pill bottle label, customer feedback has been very positive.

"One customer told us that the new prescription label allows her to double check the medications for her 91-year-old mother and help her mom to avoid mistakes when taking her daily pills," said Foulkes. "That's what the EasyRead label is all about."

The CVS/pharmacy prescription survey conducted by Synovate is a telephone survey of 1,000 adults 18 and older conducted in February 2007. Margin of error +/- 3 percentage points.