Prescription for error

Why would CVS mess with Target’s bottles?

CVS has caused an uproar by changing the prescription bottles at the pharmacies in Target stores, underscoring the extent to which little things can have a big impact on health care. Consumers and caregivers want more user-friendly features across the complex and bureaucratic health care system.

The Target bottles, introduced about a decade ago, have openings at the bottom, colored rings to help consumers tell one prescription from another and bold, easy-to-read labels. CVS began operating Target stores this year and swapped out the retailer’s groundbreaking bottle for its own traditional-looking container.

Customers have pleaded for the return of the signature-red Target bottle, which has been credited with helping patients follow medication regimens and avoid medication errors. CVS says it’s working on improvements to its prescription-filling process but hasn’t said whether that will involve a Target-style bottle.

Some help is still available. Some pharmacies sell talking prescription bottles, and there are automatic pill dispensers on the market as well as online services and apps to help patients remember when to take their medications. But the Target bottle was simple, effective and convenient. No wonder consumers want it back.

As baby boomers age, and their children struggle to care for them, there will be increased need for consumer-friendly devices and resources. Target was right on target.