Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Pharmaceutical package design: A 'sea of sameness'?

As more pharmaceutical products switch from prescription-only to over-the-counter, there’s a greater need for packaging to add shelf appeal and communicate healthcare information once conveyed by physicians or pharmacists, reports Phillip Federspiel (shown in photo), CEO at design firm Group 4.

Federspiel
Federspiel

Packaging World: What’s new with regard to pharmaceutical package design today?

Phillip Federspiel: The switch to OTC puts more demand on package design to convey information about compliance, dosage, and self-medication--things that the pharmacist used to tell patients that now need to be incorporated on or inside the package. Now you are more responsible for your own self-medication as a patient. In that scenario, the package has to be even more clear and forthright with dosing and other information.

Do package design considerations involve input beyond that of the product manufacturer/packager?

We work with what we call the “community of interest” that involves communication with end users, physicians, and companies along the distribution channel, but mostly we are trying to figure out what’s key from a consumer perspective. When you are looking at a shelf full of OTC products, what do you see? What we frequently find from our own evaluations and from consumer research is a “sea of sameness,” a wall with no windows or point of interest—that is, no meaningful differentiation visible and understandable from a two- to three-foot distance.

Pharmaceutical Innovations Report
Discover the latest breakthrough packaging technologies shaping the pharmaceutical sector. This report dives into cutting-edge innovations, from smart containers that enhance patient safety to eco-friendly materials poised to transform the industry’s sustainability practices. All from PACK EXPO. Learn how forward-thinking strategies are driving efficiency and redefining what’s possible in pharma packaging.
Learn More
Pharmaceutical Innovations Report
Annual Outlook Report: Automation & Robotics
What's in store for CPGs in 2025 and beyond? <i>Packaging World</i> editors explore the survey responses from 118 brand owners, CPG, and FMCG <i>Packaging World</i> readers for its new Annual Outlook Report.
Download
Annual Outlook Report: Automation & Robotics