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Package design is not decoration. Did you know that 80 percent of all purchasing decisions are made in-store? As traditional media is being revolutionized right before our eyes, your packaging will most likely be the first introduction a consumer ha

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

s to your product and we all know how important first impressions are. Your package is a valuable asset that can make or break the sale of your item and should be considered as important as the item itself. After all, no one is even going to try you

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

Examples of combination products may in

r product if the package is not appealing…there’s simply too much competition to choose from.

Let’s review four key packaging attributes that should be considered prior to making any packaging decisions. Innovation, Visibility, Content and

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

ppeal.

Innovation
The buzzword in product development today is innovation. You can only color and shape a toilet brush in so many ways before you have to start considering how to change the mechanics of the product, thus the i

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

nvention of disposable heads. The same theory can be applied to packaging design.

Take Target’s pharmaceutical packaging for example. For years your pills were delivered in the same cylindrical bottle with the same small text and illegible

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

Combination pro

instructions. Hopefully you didn’t have more than one family member with prescriptions or else your medicine cabinet really became confusing. With the innovation of Target’s bottle, not only do you know whom the prescription is for by the color b

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

nd but also the name of the medication as it is clearly indicated on the top of the bottle. Target’s slimmer bottle design allows for a better fit in your cabinet and easier-to-read text on a non-curved surface. Target’s innovation of the pill bottl

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

e was a great way to kick off their new pharmacy and draw a following of consumers who were looking for a better experience.

Visibility
The visibility attribute sets your product apart from your competitors. Before beginning a p

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

ackage design project, a category audit should be conducted. It is important to discover who your shelf neighbors are and what attributes they possess in order to design for difference.

Think about the vegetable aisle in your grocery store.

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

Everything is green. Yes, it must be green or the consumer will not buy it. Shoppers expect green for their vegetables and red for their sauces … there is no getting around that. So what can someone do to stand out on a shelf with those kinds of con

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

straints? How about simplify. Recently Publix redesigned their generic items. Not only do the Publix products retain the bargain look, but the simplicity of the design actually makes the product stand off the shelf in a world of green. It is not the

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

Following aspects would a

most elaborate design but it is perfect for a brand of that price point. Their redesign jumps off the shelf far quicker than many of their counterparts.

Content
Examine the difference between Nordstoms and JC Penney. You walk i

dd to the challenges in developing combination products:

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

to Nordstroms and your senses are immediately affected. The sound of a piano player in the middle of the store and the fact that you are not bombarded with sale items or cluttered aisles of merchandise allude to a feeling of elite. You immediately s

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

ense that the store is upscale. Now think about JC Penney, you can barely walk through the store without knocking something over nor can you see past 10 feet in front of you as the aisles of merchandise are stacked high. This environmental scenario

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

will tell you that somewhere in JC Penney there is a bargain for you. Neither of these scenarios is incorrect. It is all about your brand and how you want your product or service to be perceived.

Content for packaging works similarly. If

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

ou clutter your package with flashy stickers of “New!” or “As Seen on TV”, expect to set your product to a lower price point. On the contrary, develop a package with a sleek design and less clutter, expect a perception of higher quality and set your

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

Professional from academic institutions, pharmaceutical industries, health care indust

product at a higher price point. Remember, you still must uphold your brand promise. Putting junk in a nice box does not change the fact that it is junk.

Appeal
Lastly, the most important attribute is appeal. The word attribu

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

te is used loosely in this case, as appeal has to do with the combination of Innovation, Visibility and Content. After you have examined these key attributes, you must determine if your solution is appealing. The best way to determine appeal is to con

.

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

uct research specific to your objectives.

As television ad viewers and radio listeners decrease due to a recent shift in lifestyle habits, the importance of your package speaking for you is immeasurable. Your package is akin to a first i

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

Companies that provide selfless information through particip

mpression of your product and company. Uniqueness, appearance and content determine whether a person is worth engaging in conversation and the same goes for your product. Make sure that your product can easily make that leap from shelf to hand.

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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