The brief in brief: Devise a way for Alzheimer’s patients to titrate their Axona use, safely increasing toward sustained dosage over a period of one week.
The challenge: Doctors were noting that patients and their caregivers were not reading the directions for this Alzheimer’s food supplement treatment and were administering too high a dose too fast, resulting in severe nausea and discontinued use of the product.
The solution: Change the game: instead of relying on a redesign of the directions (which would not affect overall behavior), redesign the packaging to be exceptionally user friendly and “dosage directional.”
The tactic: Design a package that has a seal which can only be opened as seven, clearly marked, individual compartments, “walking” the patient through the week.
The result: An immediate increase in correct product use and a subsequent increase in helpful doctor prescriptions.