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Useful Advices - Ten Packaging To Do's In 07
Well, we are into the New Year and everyone is making resolutions on how to improve in 07. It’s time to think about your product and it's packaging too. Just like we do with our mental, emotional and physical aspects of our lives, think about improving and updating your packaging. You want it to mes
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
h with consumer wants and needs. Consumers are a moving target and what worked last year may not work in the years to come.
Here are 10 simple things you can do to ensure your product packaging is on target and delivers the right message to the right audience.
1) Take an honest look at your pr
Here are 10 simple things you can do to ensure your product packaging is on target and delivers the right message to the right audience.
1) Take an honest look at your pr
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
duct packaging. Is it working to your product’s best advantage? Are there changes that you have put off making due to lack of time or money? Implement a plan to review one product at a time or a family of products if they are interrelated. An important factor to consider when making any changes is t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
e continuity of the brand. Don't change for change’s sake. That only serves to alienate the customer.
2) Give your product packaging to an outsider to review. Ask someone who knows nothing about your product and your packaging to evaluate it. Ask for an honest opinion of what they like or don't
2) Give your product packaging to an outsider to review. Ask someone who knows nothing about your product and your packaging to evaluate it. Ask for an honest opinion of what they like or don't
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ike and ask what they think might be missing. Ask them to be objective and honest. Many times product developers get caught up in their own opinions and it’s good to get grounded with an outside consumer perspective. NOTE: Be objective about negative opinions. Delve in to the actual reason someone m
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
y not like your packaging.
3) Go to at least five different retail outlets and look for comparable or competitive products and assess their shelf appeal. Is there a particular characteristic that appeals to you? It could be color shape, innovative design. Determine if you think their packaging i
3) Go to at least five different retail outlets and look for comparable or competitive products and assess their shelf appeal. Is there a particular characteristic that appeals to you? It could be color shape, innovative design. Determine if you think their packaging i
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
s better than yours. What stood out in your mind about that particular package? NOTE: You don't want your product packaging to mimic the competition. INSIDERS TIP: Play dumb and ask another shopper to make a decision about which product they like best. Then ask them why they chose that package.
4)
4)
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
Step back from your product on the shelf at least five feet. Does your product stand out among the competition or is it awash in a sea of sameness? Is it difficult to distinguish one product from another? Is there a USP (unique selling proposition) that makes your product more interesting or more
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
onsumer friendly? Note: Many private label brands trade on brand recognition from the branded product. If your packaging goes that route, make sure you are not copying or infringing on someone else's design or trademarked product packaging.
5) Walk the isles out side your product category. Look
5) Walk the isles out side your product category. Look
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
or crossover innovations that can be utilized in your existing product. Look for new ways of dispensing a product such as the new Wishbone Salad Spritzer that moved out of the pourable bottle into a pump dispenser or Laughing Cow cheese that went from traditional foil wrapped individual packages int
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
a squeeze bottle. An innovative concept that changes what people buy is what you are trying to capture.
6) Review trends and predictions for your industry. Is your product packaging inline with where the industry is going? Is your market moving in a new direction or are outside influences drivi
6) Review trends and predictions for your industry. Is your product packaging inline with where the industry is going? Is your market moving in a new direction or are outside influences drivi
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ng what is happening to product packaging? A good example is the current movement toward "green" product packaging. Are you so specialized that you may be alienating many potential market opportunities?
7) Read from cover to cover at least two industry publications. Pay special attention to mark
7) Read from cover to cover at least two industry publications. Pay special attention to mark
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ting case studies or product makeovers. Look for new innovations or ideas that you can incorporate into your existing product packaging. Read the ads too. They always showcase the latest industry innovation.
8) Subscribe to the industry blogs, e-zines and newsletters relevant to your product. Do
8) Subscribe to the industry blogs, e-zines and newsletters relevant to your product. Do
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
't subscribe . . . read them. Pick one or two that you like or that provide pertinent information and discard the rest. There is such a thing as too much information that can either confuse you or make it impossible to make a decision because there is always a new and a better package out on the ma
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ket.
9) Plan to attend at least one industry trade show. One of the best shows for innovation is INPEX®, America's largest invention trade show. It is a unique exposition showcasing numerous inventions and new products available to license, manufacture or market. The 23rd show will be held June
9) Plan to attend at least one industry trade show. One of the best shows for innovation is INPEX®, America's largest invention trade show. It is a unique exposition showcasing numerous inventions and new products available to license, manufacture or market. The 23rd show will be held June
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
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
6-9, 2007. If it’s innovation you are looking for, plan to attend. If you are looking for packaging insights and innovation, please be sure to attend the Packaging Diva's presentation, "Packaging Your Invention To Sell," on the 7th.
10) Last but not least think about ways to improve your product
10) Last but not least think about ways to improve your product
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
packaging. Make it easier for the consumer to use, find, carry, store, open or find important information about your product. Some of the simplest innovations can revolutionize an industry though innovative product packaging. Over 12 years ago, Sargento introduced the resealable zipper closure on t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
eir cheese packaging. The rest is history.
Whether you can accomplish all ten tasks or just a few, the most important issue is that you decide to move forward one packaging step at a time. Let’s face it. Consumers are a fickle bunch. It doesn't take much to turn them off. In fact, you only have 2.6
Whether you can accomplish all ten tasks or just a few, the most important issue is that you decide to move forward one packaging step at a time. Let’s face it. Consumers are a fickle bunch. It doesn't take much to turn them off. In fact, you only have 2.6
.
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
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
second to turn them on. That is how long you have to persuade them to buy your product and the only way to do that is through compelling packaging. Yes, your package is your number one salesperson and once you have lost the opportunity you may never get it back.
Need insights on packaging trends th
Need insights on packaging trends th
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
t can impact your business?
Get the Packaging Diva on your team. Visit http://www.packaginguniversity.com/ to find out about the latest packaging innovations and our upcoming teleclass Feb 1. "Consumer Trends That Can Make Or Break Your Business" or call Danielle for more details at 1-814-288-5451
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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