Leader of the pack(aging): Essentra discusses the importance of design and patient-adherence
From reviewing consumer and market insights to identifying future trends that require packaging solutions, Essentra have created a pipeline of product innovations to meet individual customer’s needs. Here, we talk to Rupert Taylor, global category manager — Healthcare & Personal Care, about the importance of patient adherence and the various design features that help make packaging safe, simple and specialised.
Q. Why is patient adherence important and how can packaging help?
A. Patient adherence is the extent to which a person’s behaviour corresponds with agreed recommendations from a healthcare provider. This is, therefore, extremely important, as patients not following their prescribed regime correctly will delay their recovery and hinder the efficacy of the medication. Low patient adherence levels are extremely expensive for the healthcare sector, with research demonstrating it can cost the NHS £500 million annually.
The extent to which patients follow their regime corresponds to the ease of access to the medication and ability to understand the instructions on the pack. For example, packs that are simple to open, access and close with clear, easily navigable information can help to improve patient adherence levels.
Q. Do you work within the clinical trials area?
A. Yes, Essentra is actively working in the clinical trials area. Here, the elements of patient adherence are even more vital to the successful completion of the trial. Absolute consistency throughout the entire clinical trials process is key for packaging, as is the designing of clear and simple instructions for the patients to help improve adherence to the regimens. A range of design solutions, as well as thoughtful structural design, can be brought into play.
Q. How do you tamper-proof?
A. At Essentra, we have developed a range of labels including three speciality variants — fibre-tear, void and frangible — to combat the issue of counterfeiting through tamper verification.
Fibre-tear labels irreversibly damage the carton board on to which they are affixed, void-release labels leave a void message when removed, and frangible film labels use a specially engineered substrate that disintegrates when removed. Thus, they all allow end users to personally judge if the product they are opening has previously been tampered with, giving them confidence that the medication is authentic and originates from the legitimate manufacturer.
In addition, we have specialist gluing solutions — such as side seam, crash lock and four corner — for our pharmaceutical cartons, which simply and clearly demonstrate when they have been previously opened.
Q. What if the contents are temperature sensitive?
A. Thermochromic inks can be used on packaging to help patients monitor the storage conditions that may impact the efficacy of the drugs. These inks come with set limits of working temperatures and are carefully selected depending on the customers’ needs. For example, one of the inks turns black if temperatures exceed 70°C.
Q. How do you meet individual customer’s needs?
A. We work on a customer-by-customer basis, creating bespoke packaging solutions depending on their respective needs. Last year we opened our Design Hub, a service that brings together creative designers with backgrounds in marketing and branding with packaging and development experts.
By holding innovation sessions and creative workshops with our clients, we can understand what design features they require to meet their objectives. The design features that we offer include multi-colouring, structure, embossing, debossing, varnishes, foiling and micro-perforations, allowing customers to create truly unique packaging that fits their brand.
We also incorporate sustainability into our packaging solutions if this is something that is important to the customer.
Q. What about protecting fragile contents?
A. Internal fitments are carefully designed and constructed by our structural engineers at our Design Hub, ensuring that the appropriate packaging is created for each of our customers’ products. For fragile contents, cartons with airspaces and cut out forms can be used to ensure products are protected and cannot move.
For example, our Parenteral Paper Packs (PPP) include IMA SAFE packaging equipment to erect the container trays or display boxes, and pick ‘n’ place systems lock the vials, bottles, ampoules or syringes in place inside.
Q. What does the future hold?
A. We believe that more and more manufacturers will continue to turn to packaging to provide value added features and benefits for the consumer, particularly in the healthcare sector. Thoughtful designs aimed at enhancing the patients’ experience with the product will be vital — not only will this improve adherence to treatment regimens, but it should also boost the manufacturer’s brand image as their products are differentiated to others.
In addition, areas such as biopharma rely on protective packaging where temperature can play a critical part of the drug’s effectiveness. Therefore, we see features such as chill chain logistics and thermochromic inks playing a crucial role.