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Strategic principles of pharmaceutical packaging promotion

people rely on clothes and horses rely on saddles. With a good product, there must be a good package to match it. If the package is properly designed in terms of structure, form and pattern, it will leave a good impression on consumers. After careful market research, the marketing personnel of DuPont company, the world's largest chemical company, invented the famous DuPont Law: "63% of consumers make purchase decisions based on the packaging and decoration of goods; housewives who shop in supermarkets are attracted by the exquisite packaging, and their purchases usually exceed 45% of the quantity they intend to buy when they go out.". It can be seen from this law that packaging is the "face" and "clothing" of commodities. It promotes the visual image of commodities into the eyes of consumers and impacts the psychological balance of whether consumers buy or not. There is a saying that packaging is vividly called "silent salesperson". In other words, packaging not only has the function of commodity protection and customer convenience, but also has the function of promoting brand and corporate image

drugs are special commodities, which are directly related to the life and health of consumers, and their packaging has its own unique characteristics. There are strict and special requirements in terms of basic regulations, taking instructions, ingredient labeling, materials used, packaging methods, etc. Therefore, in addition to making more efforts in product R & D and quality, drug manufacturers should also improve their understanding of the importance of drug packaging, because drug packaging is a window to publicize the pharmaceutical corporate culture, a "face" of products, and a "face" of enterprises. Tri Mack tests the bonding strength of coated thermoplastic composites, and promotes material innovation. It is also the most important carrier of corporate brand and corporate culture

since the founding of the people's Republic of China, drug packaging in China has roughly gone through three stages: the first stage was from the 1950s to the 1960s. The packaging materials were mainly brown glass bottles, straw board cartons and address neck ampoules, which were bulky, unsafe and inconvenient; The second stage is to build an internationally advanced magnetic material industry base. From the 1970s to 1980s, due to the destruction of the "Cultural Revolution", the relevant laws and regulations have been abolished, and the drug packaging has no trademark, which is very inconvenient for patients to use; In the third stage, since the 1980s, the drug administration has been gradually on the right track, relevant laws and regulations have been improved, and composite materials such as aluminum plastic, paper plastic, plastic plastic, vacuum aluminum coating, laser anti-counterfeiting have been widely used, effectively improving the quality and grade of drug packaging. In the 1990s, the application of new materials and new technologies has brought drug packaging design into a new era

at present, there are still many serious problems in drug packaging in China. (1) the package is simple and the style is old. For example, many manufacturers use PVC double-layer heat sealing for the inner packaging material of the Chinese patent medicine big honey pill dosage form. Because of the tight sealing, it is difficult for patients to open it when using; There are also some outer packages that have been consistent with paper "old faces" for decades. Such packages are placed on the shelf, which are easy to be polluted and damaged after repeated touch and turnover by consumers. ⑵ the words are not clear, some are too simple, and some are too professional, making it difficult for consumers to understand. For example, the label of a drug says that 5mg is taken every time. People with low education often take 5mg (one tablet) as five tablets, or they don't know how much 5mg is, causing serious consequences. Even some drugs don't even put the instructions, making it difficult for consumers to use them correctly. (3) false packaging, flashy. Some enterprises do not hesitate to use expensive packaging materials, and even blindly increase the size of the outer box, small inside and large outside, but they do not pay attention to the quality of drugs and do not understand the overall role of packaging. The packaging of some health care products is like this, which gives people a feeling of flashiness... All problems related to drug packaging can not be ignored

then, how should a pharmaceutical enterprise or a pharmaceutical packaging designer do a good job in pharmaceutical packaging design? How can the information of drugs be accurately conveyed? I think we should consider the following aspects:

first, we must comply with the relevant national medical regulations

as a drug packaging designer, we should first understand its relevant medical regulations. At present, when applying for new drugs, it is necessary to put forward the packaging form of drugs, the compatibility test between drugs and drug packaging materials, the quality standard of drug packaging materials, the license of material suppliers and other materials. In addition to the requirements for drug packaging materials, the SDA has requirements for the structure, form and pattern of packaging. It is also pointed out that the drug packaging and labels must be printed in accordance with the requirements of the State Drug Administration, and their words and patterns must not include any content that has not been approved, nor should they be printed with various words and labels that improperly publicize products, such as "national new drugs", "Chinese medicine protected varieties", "GMP certification", "sub packaging of imported raw materials", "supervision", "honorary products", "award-winning products", "quality insurance of insurance companies", "reimbursement of public expenses" "Modern science and technology", "precious medicinal materials", etc; The trade name shall not be written in conjunction with the common name, but shall be divided into branches. The ratio of the common name to the trade name shall not be less than 1:2; Drugs under special control, such as narcotic drugs, psychotropic drugs, toxic drugs for medical use, radioactive drugs, and drugs for external use, and non prescription drugs must be printed with marks that meet the requirements on their large packages, medium packages, minimum sales units and labels. The specific time of the effective date must be indicated, and the usage and dosage must be indicated several times a day, a few tablets (tablets, bags, etc.) rather than the intuitive dosage of a few grams a time, a few milliliters a time... The relevant requirements cannot be ignored. Therefore, designers should carefully understand the relevant laws and regulations of drug packaging before design, such as the drug administration law of the people's Republic of China, the drug packaging management measures, the new drug approval measures, the provisions on the management of drug packaging, labels and instructions (Provisional), the detailed rules on the specifications of drug packaging and labels (Provisional), the provisions on the management of proprietary labels of over-the-counter drugs (Provisional), the trademark law Drug advertising law, etc

II. Humanized design is the key

the purpose of drug packaging is mainly to promote drug sales and make it convenient for patients to take. Nowadays, interactive sales has become the mainstream mode of marketing, which puts forward higher requirements for the establishment of the drug packaging in October, the first import growth plan in the second half of the year. Today, with the homogenization of products, the drug packaging that consumers pay attention to is not a picture or fancy, but whether the packaging reflects the respect for people's feelings, whether it has affinity, and whether it reflects the taste and lifestyle of the target group in the design, that is, whether it can obtain the psychological recognition ability of consumers. Advanced packaging has a safety cover for the elderly and children; A measuring cup with accurate measurement and convenient use is provided for the oral liquid; Others prominently indicated on the package that "put the medicine out of the reach of several children"; At present, a kind of label that can be listened to and read has appeared abroad, which is convenient for blind patients. All of these not only bring the drug safety information to patients, but also achieve the efficacy of psychological recognition for patients. Therefore, when designing drug packaging, designers should go deep into life and pay attention to the grasp of human feelings and humanity

III. The drug packaging design should reflect the image that the enterprise worsens the stress state of the fixture body and shows the slipping phenomenon, so as to achieve deeper and further communication.

when the social productivity level develops to the era of product homogeneity, the enterprise needs a new competitiveness to distinguish it from other competitors. At this time, the overall image of the enterprise is placed in a very important position, The introduction of CI inevitably requires that the corporate image can be reflected through packaging design. Xi'an Janssen has done a good job in this respect: its design is simple, but if you put its drugs together, you will find an overall law. All packages adopt the same and similar style, and have high requirements for packaging materials. It will remain relatively stable for a certain period of time, and the packaging form, materials and manufacturing quality will be consistent; Beijing Tongrentang is more unique in packaging design: most of its proprietary Chinese medicines are classical prescriptions and old dosage forms. On the one hand, it has a long history of traditional Chinese medicine with its antique design style; On the other hand, it takes the unique Chinese character font as the logo of the enterprise. Its excellent quality, coupled with the reputation of a century old brand, makes common drugs worth hundreds of times. The two companies have shaped their corporate image through their own unique packaging, formed a word-of-mouth effect, and promoted the sales of drugs

with the improvement of people's living standards and the emergence of new materials and technologies, the packaging of drugs is becoming more and more exquisite, which is a progress of drug packaging. However, drug packaging is not a work of art after all. The success of drug packaging depends on whether consumers are impressed and whether it can promote drug sales. Only after passing the GMP certification and producing first-class products, coupled with first-class packaging, can pharmaceutical enterprises create first-class sales performance. (by liuchunping)

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