Packaging happens to be the 5th P of marketing. However it is the most overlooked, facet of Rx brand development. It possesses the potential to emerge as a veritable brand saviour

The pharmaceutical landscape currently stands at a crossroads, wherein brands find themselves susceptible to substitution considering the increasing awareness of substitutes which consumers are exposed to through internet.

While the full force of this transformation may not yet be palpable, the swiftly evolving market dynamics is pushing towards the same.

To forestall this shift, it is imperative to forge a profound ‘Brand Association’ between patients and the brand’s packaging.

This can be accomplished through the cultivation of distinctive packaging, thereby engendering a unique selling proposition (USP) in the category. Such a strategic move stands poised to shield against substitution.

This temporary monopolies through packaging must be periodically reinvigorated, timed to coincide with the moment rival brands embark on a similar course. This will enable the brand to sustain its competitive edge, perpetuating its Packaging USP.

It is crucial to underscore that crafting packaging solutions for cultivating Brand Association transcends mere aesthetic enhancements or superficial embellishments. Rather, it necessitates a bespoke packaging approach, underpinned by a profound comprehension of the brand’s essence and the association that patients can forge through its distinctive packaging.