Packaging design and extension of the hottest OTC

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OTC drug packaging design and extension (Part 1)

people often say that packaging is the best product advertising. Similarly, in the dazzling array of drugs in pharmacies, drug packaging is an important channel to convey product information. To identify a product from similar products, consumers require that the product has the ability to "jump" out of the competitive products, and the key to this ability is to have differentiated packaging. OTC drug packaging is not only the physical object seen by consumers in pharmacies, but also runs through the whole process of drug marketing. Its function and role can be seen from marketing creativity, implementation, promotion and many other links

1 drug packaging design procedure

Dr. Michael Porter, the first authority of strategy and the "father of competitive strategy", believes that "the core of corporate strategy is to choose the most attractive competitive position". The pharmaceutical industry is a homogeneous industry, and enterprises should adopt the "differentiation strategy". Whether it is new development, or the listing of drugs such as old drugs, new drugs, and new drugs, the packaging strategy is an important aspect in the process of adopting the differentiation strategy for the vast majority of drugs

in the past, many pharmaceutical enterprises started marketing after the drug packaging has been designed, approved and produced products. At this time, even if the packaging is found to be insufficient, it can no longer be changed. They can only do marketing planning on the inherent packaging version. The procedures are: design packaging, review packaging, produce drugs and sell products

modern marketing requires effective research on drugs themselves, competitors, consumers and target markets before products are introduced to the market. After research, find out the positioning of products in the market, and then grasp the precise direction of drug packaging design according to the market positioning of products, and then decide on the originality of packaging. That is to say, after formulating the general marketing strategy of a certain drug, then formulate the drug packaging strategy. When designing packaging, the procedure is: Market Research - product market positioning - designing packaging - approving packaging - operating the market. In the past, drugs were first introduced, and then consumers accepted and remembered the products. Modern market operation should be to first investigate the needs of consumers, and then design and create packaging, that is to say, the packaging strategy is derived from the market positioning strategy of products

2 build the core competitiveness of drugs - packaging concept

the core competitiveness of drugs is actually the pharmacological knowledge and skills hidden in the core products, which is to provide consumers with distinctive core products and core values attached to them. Any medicine must be based on scientific pharmacological properties. In the OTC market, drugs face ordinary consumers, who want to understand the principle of this drug to achieve the purpose of treatment. Therefore, scientific theories should not be straightforward, but should be vivid, vivid and differentiated, that is to say, advanced theories should be packaged in language, and theories should be interpreted with simple principles, so that theories can become something that everyone can understand, that is, the concept of drug packaging to impress consumers

the packaging concept includes concept renovation, concept development, etc. its main purpose is to establish meaningful communication with consumers who have organized technicians from the carbon business department to study the baking experience of open baking ovens in relevant enterprises, so that consumers can understand the characteristics of products and remember the brand. For more than 20 years, the field of health care products has created one myth after another through concept marketing. In the past, there was no concept and marketing of drugs. The most basic and core point was efficacy and applicable population, but now it is also beginning to strengthen the concept appeal, which is particularly important for OTC drugs

the "master hand" for the treatment of rheumatic joint pain proposed the concept of "dead acid". Once the product was launched, it set off a "dressing change storm" for "old rheumatism" patients. Some drugs have achieved good sales through concept conversion and packaging

for example, calcium supplements based on the theory of "enhancing bone development, strengthening physique, supplementing nutrition and promoting absorption" have replaced the traditional concept of "multivitamins" and made a great breakthrough in marketing. This kind of theoretical packaging is easy to understand and easy to impress people. It integrates the effectiveness, progressiveness and scientificity of drugs. It can explain a phenomenon with reasons that are easy for consumers to understand, generate appeal, and quickly get the psychological recognition of customers from 0.21 to 0.24. This type of theoretical packaging shortens the distance between drugs and patients, makes drugs have affinity, and is of great benefit to promote sales

3 physical packaging shapes differentiation and forms brand culture

physical packaging refers to the appearance entity of drugs seen by consumers in pharmacies. Drugstore is the terminal of drug sales. In terminal sales, consumers make decisions after a combination of rationality and sensibility. Physical packaging will also become more and more important in marketing. OTC drugs should have good wedding clothes, because people have the freedom to choose them, and the homogenization trend of products has led to the randomness of consumers' purchase

in the OTC market, pharmaceutical enterprises pay more and more attention to the shelf sense of drugs. When consumers choose similar drugs, in addition to advertisements and salesperson's recommendations, the feeling of appearance is also very important. The intention of packaging design is to present an atmosphere of culture and technology, and to communicate with patients through artistic creativity. With the continuous segmentation of the market, due to the different target consumers, the differentiation between prescription drugs and OTC drugs in packaging is becoming increasingly obvious. Facing doctors, the packaging of prescription drugs is more rational and standardized to suit doctors' aesthetic taste; OTC drugs are more market-oriented, and their forms of expression should be vivid, pleasing to the eye and distinctive. OTC drugs should be packaged with various performance elements such as characters, plants, calligraphy, modeling, etc., to shorten the psychological distance with patients. Because the physical packaging of drugs has become a medium for the communication between drugs and customers, so that the products are differentiated and echo with the brand, so as to jointly enhance the strength of the brand

the packaging of some old traditional Chinese medicine manufacturers with a long history mostly reflects the connotation of the combination of tradition and modernity. For example, Tongrentang highlights the antique style in drug packaging. One dosage form, one series of packaging, not only reflects the heritage of traditional Chinese medicine, but also has the characteristics of modern Chinese packaging, classical and fashionable. For example, there will be rust and corrosion. The decoration shading of Jiuzhitang's traditional Chinese medicine concentrated pill series packaging is all composed of traditional Chinese medicine patterns, which can not only reflect the characteristics of traditional Chinese medicine, but also conform to the modern design style. Moreover, the series packaging has formed a momentum, which fully shows the strength of the enterprise. Another example is the concentrated pill series packaging of Wanxi pharmaceutical factory, which uses a flat plastic bottle with a unique opening method. The outer box is a box type with horizontal structure, and natural Chinese herbal medicine is used as the basic element of decoration design. The printing is exquisite, showing the momentum of a strong brand. It can be seen that drug packaging can reflect the cultural quality and institutional connotation of enterprises to a certain extent

western medicine has various packaging styles, but most of them are concise and generous. Some drug manufacturers usually emphasize the combination of personality and high technology in drug packaging. On the premise of meeting the requirements of drug laws and regulations, they strive to create their own brands and spread their own corporate culture through drug packaging. For example, Janssen's drug packaging materials and processes have always been based on the principle of convenience for patients. For example, dakenin suppository, there was no finger cot in the initial packaging, but later, finger cots were added for the convenience of patients. The style of excellence has won praise from customers and patients. This not only reflects the product quality, but also reflects the corporate culture and business philosophy, and the reputation effect formed by the corporate spirit, corporate culture and corporate image. It is an important way of product differentiation to establish the packaging awareness and packaging concept of brand culture with packaging

"take your own tablets during the day without dozing off, and take black tablets of sleeping incense at night", this advertising phrase is self-evident. White and black, two contrasting colors, have their own preemptive effect and fast eye-catching charm. The product picture is eye-catching and prominent, reflecting the unique product selling points of white films in the day and black films at night. It is simple, vivid and easy to associate. This product is themed with white and black. In particular, the drug packaging adopts half white and half black design. The tablets in the smallest package are divided into "white tablets" and "black tablets". Combined with the drug's trade name, "self blackening", consumers have a deep impression of the product brand culture through color

(to be continued)

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