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CVS announced last week that it has completed the nationwide rollout of what it calls its “EasyRead” 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.”

The shift, according to the company, came because of a survey showing “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.” Inevitably, almost all of those aging Americans don’t have the same visual acuity that they used to have, and CVS wanted to address these challenges.
KC's View:
We can tell you from personal experience that this is an enormous improvement – we’re looking at this moment at our Lipitor, Nexium, and Meloxicam (don’t ask), and those labels are clear as can be. Which they didn’t used to be.

This is a good lesson for every retailer with an aging customer base. Even as we often suggest that retailers need to figure out how to market to the next generation of consumers, that doesn’t mean ignoring existing and aging customers…and often brighter lights and bigger font can be a simple and enormous advantage.