Promotional packaging for pharmaceutical products

Promotional packaging for pharmaceutical products

Apart from obvious protective, logistic or informational functions, packaging also has marketing functions. Also in the field of pharmacy, the producers recognize the importance of these functions and communicate with patients and pharmacists through packaging.

The colouring of the packaging is also important. It is the color on the packaging that makes it easiest to identify, classify or distinguish products. The color code should be assigned both to the active substance, the dose of the preparation and the quantity of the product in the package. By applying this principle, it would be more difficult to confuse two products with completely different effects or to dispense the wrong dose of a drug. Of course, when using colors or graphical motifs, one should remember about proper contrast between the background and inscriptions, about clarity and transparency of information on the package or about using contrasting colors to mark doses. All this is dictated by safety considerations.

The packaging of pharmaceutical products should be functional. This is why continuous research of patients is so important, but also of indirect users – pharmacists who work with the products. They know best the reality of work in a pharmacy. Taking into account the fact that for the manufacturer the marketing function of the packaging will always be important, it is all the more worthwhile to trust the pharmacist and his recommendations. As the example of BERLIN-CHEMIE MENARINI shows, it simply pays off. In the worst case the consulted packaging will be functional and will meet the expectations of the target group. In the best case, it will not only meet the above assumptions, but it will also be good, i.e. safe, and this, regardless of the product status, should be the primary goal.