Target Introduces Innovation with Safety and Design for Guests

Minneapolis, MN (May 1, 2005)—Target® introduced today ClearRx,^SM an innovative prescription distribution and communication system. ClearRx is a pharmacy concept that offers improvements in medication packaging and design, prescription and health information and patient communication.

“Improved consumer understanding and increased quality of care were driving forces behind this new system. Each year in the United States, as many as 3 billion prescriptions are administered which create significant opportunities for error,” said Dr. Linda Rosenstock, dean of the University of California, Los Angeles School of Public Health. “An improved prescription distribution and communication system like ClearRx is a real step forward in helping patients better understand and more easily use the medications their physicians prescribe.”

A recent survey commissioned by Target and conducted by Harris Interactive® revealed that nearly six out of 10 U.S. adults have taken prescription medication incorrectly. The same survey found the following reasons for why adults rarely or never read their prescription information sheets: the language is standard and does not vary from prescription to prescription, and information is too wordy, overwhelming, complex and incomprehensible.

“ClearRx makes it easier for people to understand how to take their medication,” says Deborah Adler, ClearRx innovator and principal designer. “By rethinking the prescription bottle and label, we have created a new system that we think minimizes confusion for the consumer, such as misreading a dosage or taking another family member’s medication. Ultimately, we hope that ClearRx will allow people to feel more confident and secure when it comes to filling their prescriptions and taking their medication.”

Features of ClearRx

In an effort to address the growing concern of medication errors, ClearRx was designed to offer the following benefits:

Redesigned Bottle—The new shape, which can easily be gripped and opened, places all the vital information right in the palm of the hand.

Easy-to-Read Label—Designed for readability and ease of use, this label sits flat across the front panel of the bottle so the bottle does not have to be turned to read the pertinent information. Easy-to-read fonts and type make information clearer to identify. In addition, prescription information is reorganized with the most important information—including drug name and prescribing instructions—at the top of the label accompanied by doctor name and prescription number.

Removable Information Card—Tucked securely on the back of the bottle in a permanent sleeve, this newly created information card summarizes the most common uses and side effects associated with the medication. This innovative card is ideal for quick reference and includes reader-friendly fonts and more comprehensive text.

Color-Coded Rings—For multi-member households, color-coded rings on the neck of the bottle help clearly identify each person’s medication at a glance.

Redesigned Warning Icons—Newly located on the flat, back surface of the ClearRx bottle , these redesigned icons make important medical warnings clearer and easier to understand.

“This introduction allows us the opportunity to impact our guests in a meaningful and relevant way,” remarked Mary Kelly, Vice President, Health & Beauty and Pharmacy, Target. “Great design is so much a part of our DNA at Target. We brought this same belief of improving people’s lives through great design to Target Pharmacy in a logical way with the introduction of ClearRx.”

ClearRx will be available exclusively at Target Pharmacies nationwide starting this month.

Methodology

Harris Interactive® conducted a survey for Target by telephone between December 17 and 20, 2004 among a nationwide cross section of 1,033 U.S. adults ages 18 and older, 132 of whom say they rarely or never read the prescription information card that comes with the prescription. Figures for age, sex, race, education, number of adults, number of voice/telephone lines in the household, region and size of place were weighted where necessary to align them with their actual proportions in the population.

In theory, with a probability sample of this size, one can say with 95 percent certainty that the results for the overall sample have a sampling error of plus or minus 3 percentage points. Sampling error for the adults who rarely or never read the prescription information card results is plus or minus 9 percentage points.

About Target Stores

Minneapolis-based Target Stores serves guests at 1,330 stores in 47 states nationwide by delivering today’s best retail trends at affordable prices. Whether visiting a Target store or shopping online at Target.com, guests enjoy a fun and convenient shopping experience with access to thousands of unique and highly differentiated items. Target Stores, along with its parent company Target Corporation (NYSE:TGT), gives back more than $2 million a week to its local communities through grants and special programs. Since opening its first store in 1962, Target has partnered with nonprofit organizations, guests and team members to help meet community needs.

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