CVS changes the online choice architecture of its prescription drug renewal form

In order to increase the rate at which patients renew (and hopefully take) their medicines, CVS experimented with moving the point at which users are asked if they’d like automatic refills when filling out an online order. By moving the question from after the prescription had been filled to before, CVS says sign-up rates doubled. Reports the WSJ:

The test prompt required users to click either yes or no when asked about auto refills, rather than just offering a box to be checked for more information, (says Bari Harlam, senior VP at CVS Caremark). “It’s both things,” she says. “This is very much about using clear, plain language, and also offering it at the right time.”

More on the CVS results can be found here.

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