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CVS Caremark Presents Ongoing Behavioral Change Research Partnership Research to the Pittsburgh Business Group on Health
Date:9/9/2010

WOONSOCKET, R.I., Sept. 9 /PRNewswire/ -- CVS Caremark (NYSE: CVS) today said that ongoing research into how behavioral economics impacts health care choices found that when consumers are presented with a clear and active choice in a voice-recorded message to select automatic prescription refills, rather than a passive default notification, they are twice as likely to choose the automatic option.

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Those findings from research being managed by the company's Behavior Change Research Partnership (BCRP) were presented today at a Pittsburgh Business Group on Health symposium by Troyen A. Brennan, MD, MPH, executive vice president and Chief Medical Officer of CVS Caremark.

Last March, CVS Caremark established the BCRP to study how behavioral economics impacts consumer health care decisions and to help the company better understand why some patients stop taking maintenance medications for chronic illnesses. The panel is led by Punam Anand Keller of the Tuck School of Business, Dartmouth College; George Loewenstein, Carnegie Mellon University; and Kevin Volpp, University of Pennsylvania's Medical School and The Wharton School of Business. The presentation continued discussion of BCRP research that was first presented at a Center for Disease Control symposium in Atlanta, GA in August.

"The preliminary findings show that by making choices clear and by streamlining messages, consumers sign up at twice the rate of those who are passively presented opt-in choices," Brennan said.  "This research will help us develop programs to encourage people to stay on their medications because non-adherence is costing the health care system billions of dollars every year."  

The BCRP research, "Active Choice," is testing options in
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