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'Superhero' helps spread message on meds
Rochester, N.Y. - There's a new superhero in town and he wants you to stick to your medication prescription.
The character's name is TAD, which stands for "Take As Directed."
Excellus Blue Cross Blue Shield partnered with several groups to use the ad campaign to bring attention to the need for patients to stick to their prescriptions.
Half of individuals with chronic conditions stop taking their medication within six months, a statistic that health professionals say needs to change.
"Regardless of what the concerns are about the medication, discuss it with the physician and feel really comfortable about the fact that we have great medications. But, they only work when taken," advises Dr. Joseph Dipoala, the incoming president of the Monroe County Medical Society.
Excellus said you will see TAD on billboards as well as TV and radio ads.