By Mike Pare
Deputy Business Editor
A group that includes Chattanoogans believes it has hit on an idea that will help people do what many don't -- take their prescription medicines correctly.
Called PictureRX, the concept is aimed at making it easier for patients to understand information about their medications by offering picture cards that include simple instructions and photos of pills, investors said.
"Initial results have shown a great amount of adherence to people's prescription regimen," said Chattanooga businesswoman Sheila Boyington. "They take their drugs appropriately. That's the goal here."
The idea to create a simple visual card for information about all of a patient's medication, Mrs. Boyington said. It's among 50 semifinalists in an American Express contest that could win the project from between $1 million and $5 million, she said.
"They're looking for something socially conscious," said Mrs. Boyington.
PictureRX has developed an illustrated daily medication schedule that contains a patient's medicines, what they're used for and directions for taking them, according to its organizers.
A card includes photos of medicines and uses simple, everyday languages to simplify instructions, they said. In addition, there is a wallet-size punch-out card for people to carry with them.
If selected through The Members Project at American Express, PictureRX would provide public access to a Web-based system that would enable anyone to create a free card for themselves or another.
Mrs. Boyington said the American Express sweepstakes originally had 7,500 ideas submitted. Voting among card members has narrowed the list to 50, including PictureRX.
The list will be pared to 25 by Saturday with the finalist chosen in August, she said.
"Anyone who is an American Express cardholder can vote," Mrs. Boyington said.
Josiah Roe, executive vice president of Chattanooga integrated design firm Coptix Inc., another partner, said PictureRX will help people and companies.
"If people are taking their prescriptions regularly and properly, they're healthier," he said.
Mrs. Boyington, who with husband, Dane, own Chattanooga software firm Thinking Media, said PictureRX emerged from research done at Emory University in Atlanta. A medical school assistant professor, Dr. Sunil Kripalani, initially conducted research and the Boyingtons bought the rights.
"We came up with the idea of making it a product," she said.
Dr. Kripalani, a McCallie School graduate and a partner, said testing began at Atlanta's Grady Hospital outpatient pharmacy six or seven months ago with positive results.
"Almost 100 percent said it's very helpful to them," he said.
Dr. Kripalani said at least a third of people nationally don't understand instructions when given their prescription.
"It's a national problem," he said.
E-mail Mike Pare at mpare@timesfreepress.com
