People have enough to worry about when living with a chronic or life-threatening disease. They shouldn’t have to struggle to open a box or bottle for their medication, question if they are taking the right medicine at the right time and the right amount, or draw attention to themselves with a bulky container.
Listening to their pain points, getting feedback and modifying packaging presentations to meet their needs is a critical component to helping people and, in many cases, caregivers, live with their disease. AbbVie and others in the pharmaceutical industry have evolved packaging practices during the past 10 years, turning what historically was simply a repository for medicine to an important enabler of treatments. The days where all medicine bottles are the same, is becoming a thing of the past.
“For us, packaging has evolved from being less about what’s good for distribution and more about what’s best for the patient,” says James Hughes, director, packaging and device center of excellence, AbbVie. “Our intent is to put the patient first when it comes to the design of our packaging.”
“It’s really about being tapped in to what patients want from listening to market research provided by patient advocacy groups, clinical trial feedback, direct comments from patients, to learning through senior-friendly and child resistance testing,” Hughes says.