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Today’s consumer is a moving target. Choosing the right consumer and the right demographic to target is an important decision. Monitoring what is hot and what’s not can dramatically influence a package design’s success or failure. Package design is an integral way to connect w

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ith your customer. But do you clearly understand the needs and wants of these elusive markets?

Understand the customer is critical. The problem today is that one package may not satisfy the needs and requirements of all buyers.

There are many niche markets out there and each

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

one requires specialized packaging. So if you are targeting one of those, do your research first. What works for one target market may not work for another. So....

1) Find out what package attributes appeal to the customer you are targeting. If it is a harried homemaker sh

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

pping for your product then convenience of use had better be at the top of the list. Those over 50 are seeking convenience too but issues like the size of print on the package and ease of use top their priority list. Make sure your package employs the characteristics that appea

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

to your target market.

2) Understand how the package will be used. Families no longer sit and eat a meal with everyone at the same time. There are special diet requirements or dieting in general in most households. It’s not uncommon to serve different meals to different i

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

dividuals. Package sizes will vary accordingly. EX: People who travel a lot buy sample or trial size packages because they are small and easy to deal with

3) Know your customers current buying trends. Several years ago, we went through the supersized phase. There are still

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

a lot of supersized packages; however, buying trends are changing to smaller sizes in general. To package smaller does not mean less profit, in many cases it means more. Consumers are willing to pay a premium for convenience, ease of use and a smaller quantity. Remember the thre

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

premium baking potatoes in a package cost almost the price of a 5 lb bag. If you live with just one other person, do you really need 5 lbs of potatoes?

4) Keep abreast of new packaging technologies. Creative, new products have the advantage in the marketing world even if t

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

eir technology is not new. Several years ago, Metedent took the world by storm with the duel aperture dispensing mechanism. Recently hosts of new cleaning products have revived interest in this type of dispensing. Look for innovate ways to combine two products into one package.

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

5) Watch where people shop. There is a shift from traditional retailers to new and innovative store formats. The convenience store, once considered a low-end marketer, has now transitioned into store that provides premium products at a premium price. This evolved from the hu

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ry up and go mindset demonstrated in today's shopping habits. Recent studies are showing that consumers no longer make one big trip and stock up but make several trips a week and get just what is needed at the moment at the most easily accessible retail outlet. EX: The grab and

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

go cups of snack foods convenience stores are now offering. This category did not exist a couple of years ago.

6) Keep pace with "hot button" packaging issues. This includes legislation too. People do really care about the environment and the amount of excess packaging. Th

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

re is a move afoot to expand the number of vegetable-based plastic materials used in food packaging. If packaging consumers give these products their endorsement, look for other new products to surface. Legislation can change packaging mandates overnight. There have been "bottle

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

bills," surcharges and bans that prohibit the use of certain packages. EX: Several fast food companies are test marketing corn-based plastic packaging materials. Ex: Ban on juice boxes in Maine and aerosol cans in Chicago.

7) Security in packaging is becoming increasingly i

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

portant. This will continue to come into focus as more people become concerned about product integrity. One major security scare could force everyone to change their packaging methods immediately. Look for new tamper evident and security devices that can be incorporated into you

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

packaging. Cost efficiencies are now making many of these devices more affordable and will soon become mainstream.

8) Competition of various packaging materials is increasing. From the imports that are readily available to the merger and acquisition mania that is taking pl

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

ce, keep current on your chain of supply globalization. Certain products such as plastic bags that used to be the mainstay of American manufacturing have now gone offshore. Ethic diversity both her and abroad is demanding that all packaging be multi-lingual and people really do

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

’t care where the product packaging is manufactured.

9) External influence of power players. The big box retailers are driving packaging procedures and policies at retail. Mandates from these companies such as RFID tracking are in their infancy. This type of requirement c

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

uld become mandatory overnight. If you want to do business with companies such as Home Depot and Wal-Mart, you will need to include the design and selection of your packaging materials as per their demands and others will follow suit.

Remember, the customer depends upon you, th

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

designer, as a resource. They expect you to keep up with packaging trends and technologies and provide the latest and greatest innovations the industry has to offer. If you cannot connect with the consumer through package design, do not expect your products to fly off the shelf

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Designers are a lot like cars, there are a lot of them out there to choose. Some are good and some are not so good, so you'll want to do more than just kick the tires before you invest in one. If you've never worked with an designer before, do yourself a favor and check this out before you start looking.

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