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Prescription drug packages at the pharmacy level got a little more interesting and user-friendly this week, as retailing giant Target Corp. rolled out redesigned prescription bottles at its in-store pharmacies (http://www.msnbc.msn.com/id/7634269/).

The ClearRx bottles, designed for the company by a Manhattan graphic designer, feature a wealth of new design ideas meant to reduce medication errors, according to the company. These include a flat bottle design that actually puts the cap on the underside of the bottle, a label that wraps over the top, and color-coded rings. Each medication’s name is printed clearly on the package’s side, and a special card with drug warnings and other information, printed by each pharmacy, is placed into a slot. For oral medications, small liquid dispensers are added to the slot.

The bottle’s label has been radically overhauled, too, divided into primary and secondary positions and separated by a horizontal line. Dosage information and instructions for use are placed above the line, while quantity, expiration date, and other data are printed below it. The card positioned behind the label contains even more detailed information, such as common uses and side effects. A separate, expanded-content patient-education label printed at each pharmacy comes with three holes for saving in a binder for reference purposes. Still under consideration for inclusion in the bottle is a tiny magnifying lens to help patients read very small type. The color-coded rings are affixed to the bottle for the sole purpose of helping each member of a family easily identify his/her medication. Clearly, the ClearRx has been designed with one thing in mind: compliance. Everything about the package is meant to make the process of taking prescription medication easy as well as easy to remember.

And in the pharmacy world, it looks like Target isn’t alone in its desire to achieve that goal. Minneapolis-based PrairieStone Pharmacy just unveiled its own redesigned package at its 14 upper Midwest stores, designed to aid with senior compliance. The chain’s Daily Dose packages have been designed to offer customer medications in individual pouches, according to the time of day and day of the week the drugs need to be taken. For example, the packets in a 30-day supply read “morning,” “afternoon,” or “evening with dinner.” And it has been reported that CVS Corp., another prominent pharmacy chain, will likely redesign its pill-bottle labels to cope with changes in some state labeling regulations.

Whether it’s for compliance purposes, to follow state regulations, or just to grow the business, these companies should be lauded for putting resources into differentiating their packaging. Perhaps the success of these packages will inspire more creativity and boldness in manufacturer-oriented packaging.

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