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Pharma Tech Outlook | Friday, July 09, 2021
The path to purchase can be complicated because it can involve thousands of channels, from in-store involvement and visual content on social media to e-commerce and advertising.
FREMONT, CA: With an unprecedented sense of urgency to advance digital transformation efforts in response to evolving market trends, connected packaging can help accelerate pharma's digital economy by ensuring business continuity and facilitating the creation of a connected omnichannel consumer experience. Ultimately, it can assist pharmaceutical companies in developing a more prosperous and deeper brand-customer relationship. Additionally, it enables companies to collect data across the product's lifecycle while adhering to and improving patient compliance. The following sections discuss how connected packaging can assist pharmaceutical companies in engaging, educating, and informing users about their products.
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Establish a stronger bond with the consumer or patient
In the rapidly evolving direct-to-patient market, brands have a unique opportunity to generate stories, conversations, and loyalty by pro-actively connecting their product packaging to digital channels. Historically, consumers lacked the applications and technology necessary to form personal connections with brands and were frequently unmotivated to engage. Due to the restriction of face-to-face interactions during the Covid-19 pandemic, brands can now use packaging to deliver messages previously reserved for doctor's offices, hospitals, and other face-to-face interactions. By connecting all touchpoints along the user journey with connected packaging, brands can optimize their media spend while increasing customer loyalty by redirecting budgets away from inefficient and ineffective traditional channels and toward more efficient and targeted related activities.
Contribute to patient safety
According to a World Health Organization report, counterfeit drugs account for between 8 percent and 15 percent of all pharmaceutical and drug products sold worldwide. Connected packaging technology has the potential to alert, educate, and empower consumers to identify counterfeit products at any stage of their life cycle. Along with anti-counterfeiting efforts, connected packaging can assist in addressing concerns about medical ingredients and medication interactions. Additionally, it can directly link to patient support and resources and a vital source of information regarding proper drug use. Connected packaging can assist in converting standard printed instructions for use into videos, tutorials, and other engaging experiences that can help patients adhere to and stay safe on their prescriptions.
Keep tabs on packaging materials
With increasing pressures on pharma companies to enhance product clarity and packaging stability, formula advancement, product sourcing, chain of custody, and the shipment supply chain, connected packaging allows pharma companies to develop solution pathways for tracking and product authenticity. Package connectivity enables pharma organizations to optimize their entire marketing ecosystem and packaging supply chain, in addition to lowering technology and implementation costs.
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