Ulcer therapy pack touts ease of use

Introduced in December, Procter & Gamble's new Helidac(TM) ulcer eradication therapy is packaged in a 14-day cube-shaped "kit" designed to make the new three-drug prescription medication easy to take several times a day.

Pw 23936 Intin Dec Pro 5

The multi-tablet blister cards are perforated into four sections-labeled breakfast, lunch, dinner and bedtime-each containing the required combination of drugs. Plain-language directions aid in compliance, along with preprinted adhesive-backed notes that can be placed on a calendar to serve as reminders. P&G would not identify suppliers or structure of the child-resistant yet senior-friendly peel/push-through blister pack. The pack earned a seal of approval from the Healthcare Compliance Packaging Council (Washington, DC), which had an independent lab test it for compliance and patient understanding. P&G spokesperson Jim Schwartz notes that there's nothing special about the materials themselves. "Rather, we have a specific execution [that makes a] big difference on how consumers perceive this as packaging that is friendly to them." The company believes its execution is so unique that it's patenting the package ensemble.

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