Excellus Hopes Superhero Image Will Send a Message to Prescription Users

Posted Wednesday, February 19th 2014 @ 1pm  by Todd Halliday

Rochester, NY -- Excellus BlueCross BlueShield is hoping a superhero character in its new ads will remind you to take your medications.

Chief Pharmacy Officer Mona Chitre says better adherance to doctor's orders will help hold down health care costs in the community by reducing return visits to hospitals and physicians' offices.

The media campaign includes a pill bottle resembling a caped superhero named TAD -- for "take as directed."

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