Convenience, Ease of Use, and Portability
CVS was looking for a new way to guide patients to these OTC treatments in a way which also introduced them to the value of CVS Store Brand products.
They selected WestRock’s Dosepak Express package, in conjunction with a WestRock merchandising display located under the pharmacy checkout counter, to accomplish this objective. The private labeled, store brand products were launched in the stores in September, 2016, with 10 items currently in the program.
While the term “compliance” is typically not associated with “take-as-needed” OTC products, the Dosepak Express format provides the convenience, ease of use, and portability necessary to promote proper adherence use by patients, while offering ample billboard space to accomplish CVS’ marketing goals.