At present, there is a considerable gap between China's pharmaceutical packaging and the international advanced level, which restricts the improvement of the overall level of China's pharmaceutical industry. Pharmaceutical companies should attach importance to the implementation of specific strategies for pharmaceutical packaging.
Drug packaging has its own particularity. The most fundamental manifestation is the social and spiritual function of pharmaceutical packaging. However, some people think that pharmaceutical packaging has a relatively small effect on the direct marketing of drugs. Therefore, it only pays attention to the role of basic protection of drugs, and ignores the role of drug packaging social functions. Drug packaging is the visual whole of standardized figures, colors, and fonts. It strives to reflect product quality and strives to strengthen people's recognition and memory. The packaging of medicines is not good. Failure to do so will destroy the credibility of the company and directly affect the consumer's desire to purchase. Good packaging has become almost a pass for high-quality products among consumers. It has molded products into brand names and at the same time has instilled in consumers a sense of trust in the company, which has become a powerful weapon to establish a corporate image. A survey by DuPont, the largest chemical industry company in the United States, showed that 63% of consumers make purchase decisions based on the packaging and decoration of their products. The same is true for pharmaceutical packaging, which is more consumer-focused in the market.
The function of drug packaging and its performance are two aspects: one is natural function; the other is social identification function. Under the premise of guaranteeing the natural material function of pharmaceutical packaging, it should exert its social and spiritual functions as much as possible.
- Natural function. That is, the function of natural materials, such as pressure-proof, moisture-proof and anti-degeneration. It can fully protect drugs and ensure the safe use of drugs.
With the development of economy, the change of market concept and the protection function of packaging itself have also changed. It promotes the sense of security by bringing consumers a sense of security. At present, some pharmaceutical packaging in China should strengthen the research and application of new materials. For example, bottled rubber sealing materials that play a dominant role in pharmaceutical packaging are natural rubber and butyl rubber. Because the performance of natural rubber can not meet the requirements of medicines, it is easily contaminated, and it is gradually eliminated in the international community. However, in China, cork stoppers made of natural rubber have been used. In recent years, disorderly competition in the pharmaceutical industry has also created a huge "hidden concern" for the development of pharmaceutical packaging. It is still necessary to improve the nature protection function of pharmaceutical packaging. In addition, the package description text should also meet the scientific, concise and easy-to-understand requirements. Only strict compliance with the special provisions for pharmaceutical packaging will not allow consumers to misunderstand and affect product sales.
- Social recognition function. That is, social and spiritual functions include different values ​​such as economic value, production methods, living standards, aesthetic preferences, history and culture, psychological needs, and fashion. It can play a role in promoting sales, increasing profits, and representing corporate culture. In particular, this company should grasp the following aspects:
1. The development of new functions and new uses of packaging to adapt to the increase in consumer demand for pharmaceutical packaging brought about by the increase in the level of consumption, so that enterprises have a new market share, increase corporate profits. With the improvement of people’s living standards, various demands have been increasing, and there is also a need for qualitative improvement in pharmaceutical packaging. Only by adapting to this change, companies can seize the opportunity to adjust pharmaceutical packaging in order to expand market share. Some foreign companies have entered this stage. For example, the British CM B Bottle and Special Bottle Cap Company developed a kind of potion bottle that children cannot open, which meets the needs of some consumers and opens up the market for the safe consumption of children's drugs. At present, the quality of most pharmaceutical packaging in China is low, and the pharmaceutical packaging, which accounts for 65% of the total amount of preparations, does not reach the international level of the 1980s. The introduction of foreign advanced technology, the promotion of excellent and new packaging, and the acceleration of the replacement of pharmaceutical packaging are the objective requirements for enterprises to adapt to the development of the times.
2. With the accuracy of the delivery of drug information as the initial point and end point, drug packaging and decoration are designed and developed to meet consumers' aesthetic needs for pharmaceutical packaging. In addition to the functions of general merchandise packaging and decorating, the drug's decor has its own special laws. We should recognize and study it well so that pharmaceutical packaging and decoration services can better serve drug sales. First, the decoration of drugs has little effect on the direct promotion of the drugs themselves. Second, drug packaging and decorating has always had its conventional understanding of the use of color, and the use of color can not be too arbitrary and has certain limitations. Third, the pharmaceutical packaging and decoration of the expression of the nature of drugs, some abstract implied, and some more intuitive, to the accuracy of the transfer of drug information as the initial point and the end point. Packaging and decoration should be an important aspect of corporate culture. Corporate identity and color are among them. It is a silent advertisement and an important window for corporate image. Consumers have accepted the corporate culture while also recognizing pharmaceutical packaging.
3. Improve the size of the original pharmaceutical packaging, facilitate business operations and consumption. The size of the package depends on factors such as the customer's spending habits, purchasing power levels, and product expiration date. The aim is to make customers easy to use and cost-effective. The most fundamental purpose of OTC drug packaging is to make it easy for consumers to use. With the development of medical science and technology, a large number of new drugs are on the market, and the awareness of OTC is also deepening. Some prescription drugs are unlikely to become over-the-counter drugs, but they may become OTC after changing the dosage form or reducing the dosage. With the further implementation of the OTC classification system, companies should pay attention to the production of pharmaceutical packaging strictly according to OTC requirements and improve the original pharmaceutical packaging to meet the needs of the new market.
4. Make the original drug packaging more scientific and reasonable form, easy to use, in order to enhance the goodwill of consumers for the enterprise. Some crude and cumbersome drug packaging, many consumers feel overwhelmed. If a bottle of newly purchased eye drops can not be used immediately, there must be a sharp knife to cut the hard plastic seal of the drop bottle. This is neither hygienic nor convenient. Another example is bottled proprietary Chinese medicines, which are sealed with cork stoppers and wax layers. Although they can be kept dry, consumers often use screwdrivers and awls until the cork stoppers fall into the bottle... In the country, there have been An example of an old man's death from a bottle cap that could not be saved. It can be seen from the above examples that the pharmaceutical packaging design should be more scientific and reasonable, and the inconvenience of customers should be minimized. The form of good pharmaceutical packaging can enable consumers to reduce barriers to use and promote goodwill for the company.
5. The implementation of green packaging is conducive to environmental protection and integration with international packaging, and enhance the overall image of the company. Today's consumer awareness of environmental protection is increasing, and green marketing that accompanies green technology, green industry, and green consumption has become the new mainstream of corporate marketing today. Green packaging is the need for the development of international environmental protection. In economically developed countries, when people buy goods, they have a special liking for products with environmental signs or pollution-free products. Using green packaging is one of the powerful tools in international marketing. Chinese pharmaceutical companies should make great efforts in packaging materials, use less or no packaging materials that are easily subject to the environmental protection standards of the importing country, and implement green drug packaging, which is beneficial to product exports and enhance the overall image of the company.
6. The pursuit of novel pharmaceutical packaging, giving it a modern sense, is more conducive to sales. This is a means of changing the traditional image of branded and old products, and it also provides an opportunity for new products to create brand names. Drug packaging can use pictures and texts sculpted and printed on packaging, as well as using new materials, new techniques, new patterns, and new shapes, highlighting the characteristics of various types of drugs, so that consumers will be able to sell drugs when they come into contact with drugs. There is a general impression. Such as children's medication packaging, as much as possible to give children interesting innovative design will attract children and parents attention.
Drug packaging has its own particularity. The most fundamental manifestation is the social and spiritual function of pharmaceutical packaging. However, some people think that pharmaceutical packaging has a relatively small effect on the direct marketing of drugs. Therefore, it only pays attention to the role of basic protection of drugs, and ignores the role of drug packaging social functions. Drug packaging is the visual whole of standardized figures, colors, and fonts. It strives to reflect product quality and strives to strengthen people's recognition and memory. The packaging of medicines is not good. Failure to do so will destroy the credibility of the company and directly affect the consumer's desire to purchase. Good packaging has become almost a pass for high-quality products among consumers. It has molded products into brand names and at the same time has instilled in consumers a sense of trust in the company, which has become a powerful weapon to establish a corporate image. A survey by DuPont, the largest chemical industry company in the United States, showed that 63% of consumers make purchase decisions based on the packaging and decoration of their products. The same is true for pharmaceutical packaging, which is more consumer-focused in the market.
The function of drug packaging and its performance are two aspects: one is natural function; the other is social identification function. Under the premise of guaranteeing the natural material function of pharmaceutical packaging, it should exert its social and spiritual functions as much as possible.
- Natural function. That is, the function of natural materials, such as pressure-proof, moisture-proof and anti-degeneration. It can fully protect drugs and ensure the safe use of drugs.
With the development of economy, the change of market concept and the protection function of packaging itself have also changed. It promotes the sense of security by bringing consumers a sense of security. At present, some pharmaceutical packaging in China should strengthen the research and application of new materials. For example, bottled rubber sealing materials that play a dominant role in pharmaceutical packaging are natural rubber and butyl rubber. Because the performance of natural rubber can not meet the requirements of medicines, it is easily contaminated, and it is gradually eliminated in the international community. However, in China, cork stoppers made of natural rubber have been used. In recent years, disorderly competition in the pharmaceutical industry has also created a huge "hidden concern" for the development of pharmaceutical packaging. It is still necessary to improve the nature protection function of pharmaceutical packaging. In addition, the package description text should also meet the scientific, concise and easy-to-understand requirements. Only strict compliance with the special provisions for pharmaceutical packaging will not allow consumers to misunderstand and affect product sales.
- Social recognition function. That is, social and spiritual functions include different values ​​such as economic value, production methods, living standards, aesthetic preferences, history and culture, psychological needs, and fashion. It can play a role in promoting sales, increasing profits, and representing corporate culture. In particular, this company should grasp the following aspects:
1. The development of new functions and new uses of packaging to adapt to the increase in consumer demand for pharmaceutical packaging brought about by the increase in the level of consumption, so that enterprises have a new market share, increase corporate profits. With the improvement of people’s living standards, various demands have been increasing, and there is also a need for qualitative improvement in pharmaceutical packaging. Only by adapting to this change, companies can seize the opportunity to adjust pharmaceutical packaging in order to expand market share. Some foreign companies have entered this stage. For example, the British CM B Bottle and Special Bottle Cap Company developed a kind of potion bottle that children cannot open, which meets the needs of some consumers and opens up the market for the safe consumption of children's drugs. At present, the quality of most pharmaceutical packaging in China is low, and the pharmaceutical packaging, which accounts for 65% of the total amount of preparations, does not reach the international level of the 1980s. The introduction of foreign advanced technology, the promotion of excellent and new packaging, and the acceleration of the replacement of pharmaceutical packaging are the objective requirements for enterprises to adapt to the development of the times.
2. With the accuracy of the delivery of drug information as the initial point and end point, drug packaging and decoration are designed and developed to meet consumers' aesthetic needs for pharmaceutical packaging. In addition to the functions of general merchandise packaging and decorating, the drug's decor has its own special laws. We should recognize and study it well so that pharmaceutical packaging and decoration services can better serve drug sales. First, the decoration of drugs has little effect on the direct promotion of the drugs themselves. Second, drug packaging and decorating has always had its conventional understanding of the use of color, and the use of color can not be too arbitrary and has certain limitations. Third, the pharmaceutical packaging and decoration of the expression of the nature of drugs, some abstract implied, and some more intuitive, to the accuracy of the transfer of drug information as the initial point and the end point. Packaging and decoration should be an important aspect of corporate culture. Corporate identity and color are among them. It is a silent advertisement and an important window for corporate image. Consumers have accepted the corporate culture while also recognizing pharmaceutical packaging.
3. Improve the size of the original pharmaceutical packaging, facilitate business operations and consumption. The size of the package depends on factors such as the customer's spending habits, purchasing power levels, and product expiration date. The aim is to make customers easy to use and cost-effective. The most fundamental purpose of OTC drug packaging is to make it easy for consumers to use. With the development of medical science and technology, a large number of new drugs are on the market, and the awareness of OTC is also deepening. Some prescription drugs are unlikely to become over-the-counter drugs, but they may become OTC after changing the dosage form or reducing the dosage. With the further implementation of the OTC classification system, companies should pay attention to the production of pharmaceutical packaging strictly according to OTC requirements and improve the original pharmaceutical packaging to meet the needs of the new market.
4. Make the original drug packaging more scientific and reasonable form, easy to use, in order to enhance the goodwill of consumers for the enterprise. Some crude and cumbersome drug packaging, many consumers feel overwhelmed. If a bottle of newly purchased eye drops can not be used immediately, there must be a sharp knife to cut the hard plastic seal of the drop bottle. This is neither hygienic nor convenient. Another example is bottled proprietary Chinese medicines, which are sealed with cork stoppers and wax layers. Although they can be kept dry, consumers often use screwdrivers and awls until the cork stoppers fall into the bottle... In the country, there have been An example of an old man's death from a bottle cap that could not be saved. It can be seen from the above examples that the pharmaceutical packaging design should be more scientific and reasonable, and the inconvenience of customers should be minimized. The form of good pharmaceutical packaging can enable consumers to reduce barriers to use and promote goodwill for the company.
5. The implementation of green packaging is conducive to environmental protection and integration with international packaging, and enhance the overall image of the company. Today's consumer awareness of environmental protection is increasing, and green marketing that accompanies green technology, green industry, and green consumption has become the new mainstream of corporate marketing today. Green packaging is the need for the development of international environmental protection. In economically developed countries, when people buy goods, they have a special liking for products with environmental signs or pollution-free products. Using green packaging is one of the powerful tools in international marketing. Chinese pharmaceutical companies should make great efforts in packaging materials, use less or no packaging materials that are easily subject to the environmental protection standards of the importing country, and implement green drug packaging, which is beneficial to product exports and enhance the overall image of the company.
6. The pursuit of novel pharmaceutical packaging, giving it a modern sense, is more conducive to sales. This is a means of changing the traditional image of branded and old products, and it also provides an opportunity for new products to create brand names. Drug packaging can use pictures and texts sculpted and printed on packaging, as well as using new materials, new techniques, new patterns, and new shapes, highlighting the characteristics of various types of drugs, so that consumers will be able to sell drugs when they come into contact with drugs. There is a general impression. Such as children's medication packaging, as much as possible to give children interesting innovative design will attract children and parents attention.
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