Good Health Can’t Wait.

Corporate Overview Annual Report 2014 - 15
Redesigned
packaging for
patient convenience
Color-coded pack extensions
Dosing matrix included on pack
Critical information clearly displayed
Packs designed to hold 14 pills
In our research, we found patients often
forget to take their prescribed drug,
interrupting the treatment cycle; or
sometimes the dosage information is not
visible from the packaging once he or she
has started taking a particular medicine.
There are many such daily challenges that
the patient has to encounter. These critical
priorities encouraged us to redesign our
drug packaging, keeping our patients’
convenience in mind.
The result is an innovative, patient-centric
blister packaging that brings about
significant advantages and facilitates
adherence to medicine and convenience
for the patient. We introduced this
innovative packaging for our
Reclimet-XR, Bilefix and
Olsertain-CT brands in the Indian
market.
First, the pack extensions are color-coded
with a dual purpose: to help patients
identify a particular medicine among
the rest of his or her medication; the
extensions also enhance the ease of
repurchase. Second, we provide a dosing
matrix to record the doctor’s prescription
on the pack itself, so that there is no need
to refer to the prescription for the exact
dosing. Third, the brand name, expiry
date and MRP are clearly marked on the
pack extension.
These are not
removed even if the
patient consumes pills
from the pack (a very common
problem found with most blister and
strip packages in India). The white color
of the aluminum foil gives a paper-like
reading experience by reducing glares
and reflections.
We learnt from our patient interviews
that week-based purchase rituals
are better suited for adherence to
the treatment cycle than monthbased
rituals. We therefore
specially designed our packs
to have 14 pills to ensure
patients do not fail to take
their medicines regularly
and help them move from a
monthly to a weekly buying
pattern.
To take our innovation
from the drawing board to
a manufacturing reality, we
redesigned parts of machines
in our facilities and trained our
people for the purpose. We will
be extending these insights and
innovations to multiple other products
and dosage formats.
Small things
matter, like making the pill
consuming experience as
hassle-free as possible for
patients. These incremental
innovations in packaging
will surely help our patients
manage their disease better.
While we can definitely
do a lot more, this is
a good start.
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