QR Codes & Packaging: Advertising for Patient Compliance?

Adele's recent post on wearable devices appearing as tattoos triggered a number of thoughts. That post discussed a study run by a group at the University of California who created a patch-like sensor to be worn on the arm in order to measure lactate production. Their patch incorporated a very visible, tattoo-like logo. Here's another take on that general theme, this one from Brazil.

Dan Formosa

The Santa Casa de Misericordia hospital operates one of Brazil's largest blood banks. Donating blood inevitably results in an adhesive bandage being applied to the needle-puncture site on the arm. In this case the bandage they applied wasn't just the generic variety -- it contained a QR code.

As a result that bandage did several things. The QR code bandage became a badge of honor (at least for the several hours worn). It also becomes a topic of conversation. Scanning the QR code with a mobile device does something even more unique. It sends you to a site with short videos of people who benefitted, or whose family members have benefitted, from blood donations, encouraging you to participate by donating blood also, and thanking you for doing so. You can also (as you can probably guess) share those videos with other friends through your social network.

And something I almost forgot to mention -- the QR code bandage also covers the needle puncture site.

What are your thoughts on this blend of marketing and packaging? Is this kind of campaign relevant? Could you see something like this adapted to your device packaging? If so, how?

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Dan Formosa, Ph.D.

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