Advice You - Business

For the last couple of weeks I have been covering the negative impression that consumers have about packaging. I have tried to dissect all of the ranting and raving from nay-sayers about packaging that doesn't work.

Just last week Brit

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ain's National Federation of Women's Institutes (NFWI) launched a campaign highlighting supermarkets wasteful packaging policies. Granted this was in the UK, but similar initiatives could happen here. I checked it out briefly and I don'

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

t get it. They are complaining about an packaging that keeps the food protected and sanitary. It is akin to the article last week, "How To Package A Lobster." We need to be prepared and be aware that there are nonsensical reasons that y

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

our packaging may come under fire. Just be sure you are covering all your based and anticipate in advance when you might have a problem.

The main thing to visualize is that the role of packaging has changed. Detractors just don't under

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

stand what the package really does. It's no longer enough for the package just to get product to the retail environment in a satisfactory condition, now it has to "sell" the product too. Packaging plays an integral role in the decision

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

to purchase a product or not. The problem is that what the consumer desires is constantly changing. Market trends come and go. I have mentioned growth niches occurring in the food industry before. Corresponding to the growth are niches

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

that are declining too. Just like I stated "In What's In Your Bottle." Bottled water sales recently surpassed soda sales. I was beginning to think the bottled water market was tapped out too. But creativity never ceases to amaze me. We

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

re still welcoming new bottled water product introductions and there is a market for even the most esoteric consumer.

It's important to understand the evolution of the package because now products are using the packaging as the primary

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

sales tool. Gone is the day of the sales clerk who answer your questions about the product. The role of the package is no longer passive. Its has to "speak" to the consumer both literally and figuratively. (Talking packages are the wav

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

e of the future.) Think of all the great packaging applications available if your package talked and could tell you how old the product was, what you should serve it with or that you need to buy this companion product. What a sales tool

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

!

That's only a fraction of what the new packaging can do. Most importantly, it is imperative that you think about your product package. Does it "connect" with the consumer? In a sea of sensory overload what is going to make your packa

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ge different? It could be shape, color, size, uniqueness of design or even smell. Remember "Does Your Packaging, UMM, Smell?" Are you utilizing any of the new smart and intelligent applications packaging applications? Does you package

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

fulfill a need and explain in clear concise statements the benefits of buying your product. Is it easy to read and understand?

So start your analysis by viewing your package from the eyes of the consumer. If you are buying it, what's g

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

oing to compel you to pick it up off the shelf? Is it just sitting there lost amongst rows of competitive products? Think in terms of your package calling out to you "buy me, buy me." Does your product do this? If not, your package isn'

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

doing its job. It must persuade the consumer to purchase the product. Thinks about some of the latest packaging innovations and how to incorporate them into your product packaging. Consider the consumer mind set. Is your package percei

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ved in a negative light negating the benefits of the product within?

All these questions need to be answered. Don't simply to address them in the initial package design; it's an ongoing process. As I mentioned at the beginning of this

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

piece, the consumer is a moving target and your package has to move along with them in the right direction. Be sure the consumer you are trying to capture receives the right message.

Here are a few types of packaging coming under fire

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

by consumers that could impact your success or failure:

Products that are perceived to be over packaged;

Products that are in clamshells (more about this next week);

Products that are misleading as a result of the claims on the packa

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

ging;

Products that are in packaged materials deemed environmentally unfriendly;

Packaging that doesn't work;

Packaging that doesn't deliver as promised.

So think about your product packaging right now and determine whether it is he

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

lping to sell your product, or not.

Please feel free to use me as a resource when it comes to understanding what packaging markets are hot and what are not. Or what companies are developing the latest in innovative packaging technology

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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