{"id":6926,"date":"2010-01-13T15:57:00","date_gmt":"2010-01-13T15:57:00","guid":{"rendered":"http:\/\/www.pharma-mkting.com\/creative-pharma-packaging-design-where\/"},"modified":"2019-02-21T01:22:15","modified_gmt":"2019-02-21T01:22:15","slug":"creative-pharma-packaging-design-where","status":"publish","type":"post","link":"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/creative-pharma-packaging-design-where\/","title":{"rendered":"Creative Pharma Packaging Design: Where Is It Needed?"},"content":{"rendered":"
<\/a>\n<\/div>\n

Guy Mastrion (@gmastrion<\/a>) over at Pixels & Pills Blog took offense when a colleague “bemoaned the conservative design of most Pharma packaging” and said it was “inevitable since Pharma was a ‘Creative Ghetto.'” [See “Breaking Out of the Creative Ghetto<\/a>.”]<\/p>\n

Now, you know, whenever someone mentions creativity and pharma or pharma marketing in the same sentence, I get out my blogging pistol.<\/p>\n

When ads like those for Rozerem win awards for creativity but do not help ROI, I am especially annoyed (see “Rozerem Ads Dis Lincoln, Show Beaver<\/a>“, “MM&M Award Winners Announced at Gala NY Event!<\/a>“, and “Another Award for Rozerem! This one…not so good.<\/a>“).<\/p>\n

But creativity in package design? Guy throws out a challenge to come up with something better than the traditional pharmacy pill bottle shown in its ghetto habitat in the photo on the left\/above.<\/p>\n

First of all, consumers do not buy prescription drugs like they do packaged goods. I don’t walk up and down drug store aisles to chose my diuretic. Packaging, therefore, plays no role whatsoever in the process of fulfilling my prescription.<\/p>\n

However, there is an area where packaging plays a role in pharmaceutical marketing: free samples<\/b><\/i> given away at doctors’ offices. I contend that there is much creative thought that goes into the design of these packages (ie, “starter kits”). You won’t see any awards, however, for creative starter kit designs.<\/p>\n

If you want to see creative packaging, you should look at over-the-counter meds, especially those that used to be branded drugs like Alli. These are placed in prominent positions on drug store shelves with snazzy point-of-sale displays and packaging (see “I Opt-Out of My alli Challenge!<\/a>“).<\/p>\n

So, don’t bemoan pharma package design — where it counts, package design is an investment that pharma makes. Whether it is good design or not is another matter.<\/p>\n","protected":false},"excerpt":{"rendered":"

Guy Mastrion (@gmastrion) over at Pixels & Pills Blog took offense when a colleague “bemoaned the conservative design of most Pharma packaging” and said it was “inevitable since Pharma was a ‘Creative Ghetto.’” [See “Breaking Out of the Creative Ghetto.”] Now, you know, whenever someone mentions creativity and pharma or pharma marketing in the same […]<\/p>\n","protected":false},"author":2,"featured_media":9720,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12],"tags":[86,888],"topic":[],"acf":[],"yoast_head":"\nCreative Pharma Packaging Design: Where Is It Needed? - Pharma Marketing Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/ec2-54-175-84-28.compute-1.amazonaws.com\/pharma-mkting.com\/blog\/creative-pharma-packaging-design-where\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creative Pharma Packaging Design: Where Is It Needed? 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