Many established pharmaceutical companies have standard types of packaging for their prescription or over-the-counter medications. While these standard packages can be iconic and create a true brand identity, they can also work against a company if they are no longer what the end consumer requires.
This is true if selling off a shelf or if being dispensed through a pharmacy or being used in a healthcare setting. Choosing the drug packaging that is the best option based on what the end users need and what is cost effective to produce will always be a balance for any company.
Options in the Market
Knowing what the competing drugs feature for packaging will be important. Comparing sales or noting changes in the sales, particularly with a downward trend, can be an indication that the end users of the particular drug prefer another packaging option.
Of course, other factors can also be in play, including price. If the price of drug packaging for one brand is high, the other manufacturers may be able to offer a lower price which appeals to consumers.
Focus Group or Feedback Information
If the drug packaging is suspected as being an issue in declining sales, consider hiring a marketing firm to complete focus groups and obtain feedback. This can be very specific and will provide insight as to how packaging can be improved to make the product a better choice.
Trends
Another good indicator that it may be time to consider new packaging is by looking at trends in the market. For example, if most drug companies are using blister packs and you are still using bulk bottles, switching to blister packs can give your older medication a new look, appealing to more customers.
Often convenience is a big factor in any type of medication packaging, particularly with over-the-counter medications. However, the ability to get blister packs from a pharmacist for many types of patients and medications is also important and well worth considering.