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CVS Caremark Behavioral Change Research Partnership Presents Ongoing Research at Center for Disease Control Symposium
Date:8/18/2010

WOONSOCKET, R.I., Aug. 18 /PRNewswire/ -- CVS Caremark (NYSE: CVS) today said that preliminary findings from ongoing research about how consumers make health care choices shows that if a consumer is proactively presented with a decision to select automatic versus manual refills before they fill a prescription, they are twice as likely to choose the automatic option than those who are asked after receiving the prescription.

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Those findings were presented today at a communications symposium sponsored by the Centers for Disease Control in Atlanta, GA, by Punam Anand Keller, a faculty member at the Tuck School of Business, Dartmouth College, and Bari A. Harlam, senior vice president, CVS Caremark. Keller is a member of CVS Caremark's Behavior Change Research Partnership (BCRP).

Keller said the new research by CVS Caremark seeks to address the fact that many health care decisions are unnecessarily complicated by the lack of clear and plain language. In addition, she said, choices for programs like automatic refill of prescriptions, or generic alternatives can be overlooked because those options are not readily transparent to the consumer.  

"Through this research we are testing options presented through four different communications channels to see how consumers react to different scenarios," said Keller. "One of our preliminary findings looking at consumers on the Web shows that if we reach out and present a decision to choose automatic refill in advance of renewing a prescription, they sign up at twice the rate of those who were passively presented an opt-in choice after receiving a prescription."

The BCRP is calling the proactive test "Active Choice." CVS Caremark is testing Active Choice in four communication cha
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SOURCE CVS Caremark
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