Jim Rondenelli, WIBX

Excellus BlueCross BlueShield is kicking off a campaign to remind people to take their prescription medications as directed.

The centerpiece of the campaign is a prescription bottle called TAD for "Take As Directed", complete with a superhero cape and utility belt.

Dr. Frank Dubeck is Chief Medical Officer for Medical Policy at Excellus.

Dubeck says poor medication adherence takes the lives of $125,000 Americans annually and costs the healthcare system nearly $300 billion a year additional doctor visits, ER visits and hospitalizations.

Oneida County, the Medical Societies of Oneida and Herkimer Counties and local physicans are supporting the campaign.

TAD will be carrying his message to the public through a series of print ads, billboards and radio spots.