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GIA 2006 Excellence Winner
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Left to right: Maureen McGuire, Wendy
Soneson, Jim Walter, Sheryl Rosen
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Shoestring Award - Marketing
University of Connecticut Health Center
"Personal Pocket Medication Card"
The United States has become a pill popping society, a phenomenon that too often
leads to grave consequences. The UConn Health Center Marketing Team identified
a practical, innovative solution to help patients overcome problems associated with
keeping track on their various medications; a Personal Pocket Medication Card.
Creative low-and-no-cost solutions were applied to this unbudgeted project, resulting
in more than a quarter million of these cards being distributed to patients within the
first nine months of the campaign.
Goals
- Create a convenient Personal Pocket Medication Card that would: (1) encourage
patients to list their medication information and carry it with them for easy reference
during office visits or medical emergences, and (2) promote the UConn Health
Center's clinical services.
- A practical card that could be widely distributed without a production budget.
Results
- The card was designed in-house by a staff member with a strong graphics background,
our Web manager.
- The card folds to the dimensions of a standard business card, allowing patients
to conveniently keep it in wallets and purses. The back panel is dedicated to promotional
messages and information on how to obtain additional copies – an important
consideration for sustaining the campaign.
- Developed a unique mass distribution strategy that tapped into existing channels,
and distributed 263,250 cards through June 30, 2005, mostly at no additional cost.
- The cost per distributed card was less than one cent for the first nine months
of the campaign.
- Received numerous requests from nurse managers and others for bulk quantities of
the medication card.
- UConn’s Emergency Department reported that patients were coming in with
completed medication cards.
Read the full narrative (Word document)
Contact: James Walter, walter@nso.uchc.edu
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