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Listening to patients

Listening to patients:
A consumer survey on pharmaceutical packaging

Market research is all about getting to the heart of a product's acceptance and usage by consumers. Many firms routinely conduct research projects in order to ensure the products they create are satisfying consumer needs and meeting company requirements. In the pharmaceutical packaging market, things are a little bit different, as the consumer is rarely the decision maker of the purchase.

More often than not, a physician fulfils the role of selecting the product to be used and acts as a filter between the consumer and the product. The physician selects the product to be used for the patient, and his/her professional opinion influences which medication is to be dispensed. This is clearly indisputable with regard to prescription medications. If we're talking about OTC items, the relationship between doctor, patient, and product is associated with recommendations and suggestions, and the consumer has more room for choice.

In order to learn about actual consumer habits with regard to pharmaceutical projects and their packaging, we conducted our own poll of about 150 people to ascertain how they procure and use pharmaceutical items and just how much the choice of packaging influences their purchase decision process.

Have you had medication prescribed to you in the last 24 months?

Yes - 28%

Don't recall 4%

No 68%

Has your physician suggested you use an OTC product in the last 24 months?

Yes - 22%

Don't recall 2%

No 76%

Have you purchased a prescription in the last 24 months?

Yes - 28%

Don't recall 1%

No 71%

Have you purchased an OTC product in the last 24 months?

Yes - 82%

Don't recall 7%

No 11%

63%
of people want more choice with regard to prescription medications

Do you normally purchase what your physician prescribes to you?

Always 79%

Usually 12%

Rarely 7%

Never 2%

Does the packaging format influence your prescription purchase?

Yes 3%

Sometimes 4%

No 42%

Hadn't thought about it 51%

  • 100%
  • 90%
  • 80%
  • 70%
  • 60%
  • 50%
  • 40%
  • 30%
  • 20%
  • 10%
  • 0%
  • Yes
  • Sometimes
  • No
  • Hadn't thought about it

Does the packaging format influence your OTC purchases?

Yes 63%

Sometimes 17%

No 4%

Hadn't thought about it 16%

  • 100%
  • 90%
  • 80%
  • 70%
  • 60%
  • 50%
  • 40%
  • 30%
  • 20%
  • 10%
  • 0%
  • Yes
  • Sometimes
  • No
  • Hadn't thought about it
76%
of people feel products are "over-packaged"
13%
of those feel medicines are "over-packaged"

Have you ever used a drug delivery device such as an inhaler, auto-injector, enema, patch, or other?

Yes 22%

Don't recall 2%

No 76%

What is your preferred type of capsule/tablet/pill packaging?

Blister pack 44%

Pharmaceutical bottle/jar 37%

Metered, one-by-one container/device 11%

Metered, one-by-one container/device 8%

  • 100%
  • 90%
  • 80%
  • 70%
  • 60%
  • 50%
  • 40%
  • 30%
  • 20%
  • 10%
  • 0%
  • Blister pack
  • Pharmaceutical bottle
  • Metered, one-by-one container/device
  • Metered, one-by-one container/device

What is your preferred liquid dose delivery method?

Plastic syringe 27%

Dosing cup 31%

Dosing spoon 39%

No preference 3%

  • 100%
  • 90%
  • 80%
  • 70%
  • 60%
  • 50%
  • 40%
  • 30%
  • 20%
  • 10%
  • 0%
  • Plastic syringe
  • Dosing cup
  • Dosing spoon
  • No preference
82%
of patients would prefer to have a dialogue with physicians over delivery/packaging options related to a prescription

How often does a poor packaging experience influence your decision to repurchase a product?

Often 33%

Sometimes 38%

Rarely 4%

Hadn't noticed 25%

What aspect of packaging generally most influences your use of a product?

Dispensing/delivery 28%

Closure 38%

Container 11%

No opinion 33%

What aspect of packaging generally most influences your purchase of a product?

Look/decoration 23%

Ease of use 57%

Value added features 15%

No opinion 5%

  • 100%
  • 90%
  • 80%
  • 70%
  • 60%
  • 50%
  • 40%
  • 30%
  • 20%
  • 10%
  • 0%
  • Look/decoration
  • Ease of use
  • Value added features
  • No opinion

Does advertising or marketing generally affect your decision to purchase OTC products?

Yes 57%

Sometimes 11%

No 11%

Hadn't thought about it 21%

  • 100%
  • 90%
  • 80%
  • 70%
  • 60%
  • 50%
  • 40%
  • 30%
  • 20%
  • 10%
  • 0%
  • Yes
  • Sometimes
  • No
  • Hadn't thought about it
28
  • Multimedia
  • English
  • Modified 18 MAY 2017
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