Pharma Business: Why Packaging, which has direct interface with patients is not yet patient-centric?
PharmaBusiness When Patient Centricity has gained paramount importance …. Why Packaging, which has direct interface with patients is not yet patient-centric ? The doctor-patient relationship primarily revolves around the patient’s trust with the doctor. Following a doctor’s consultation, the patient’s trust extends to the medicines prescribed by the doctor. Patients often have limited or no understanding of the prescribed medicines. The primary interface which patients have is with their medicine packaging and the medicine packed inside the packaging. It is crucial to comprehend the perceptions which patients develop based on their interaction with the product packaging, as that directly impacts the patient’s adherence to the medication regimen. – Does the look and feel of the packaging create a positive impact in the patient’s mind? Medical packaging does not have to be fancy. It needs to be aesthetic and create a positive impression of a feel-good factor in the patient’s mind. – Does the packaging facilitate medication adherence and compliance as prescribed by the doctor? Medical packaging should convey dosage schedule, inform if it has to be taken before or after meals, and the duration of therapy as recommended by the doctor. – Does the packaging positively influence the doctor’s image in the patient’s mind? Based on the packaging, patients form certain opinions even about the doctor who has prescribed the medicines. – Does the packaging positively impact the company’s image in the patient’s mind? The pharma company’s image in the patient’s mind is also influenced based on the packaging. – Does the packaging affect the patient’s social confidence while taking the medication? Patients who are working are concerned about their social confidence while taking medicines. Packaging should take care of the same. These are a few of the considerations that need to be addressed to bring improvement in product packaging. Pharmaceutical companies should focus on these aspects rather than just the functionality and regulatory requirements of packaging. Patient-centric packaging is the cornerstone of a patient-centric approach. Connect: avinaashmandale@gmail.com
August 4, 2024
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