SECONDARY PACKAGING DEVELOPMENT Biological Pharma Sciences NEW CIMZIA PACKAGING SOLUTION AIMING TO TOUCH AND IMPROVE THE LIFE OF ARTHRITIS PATIENTS Columbus Award for Compliance Enhancing Packaging Design 2015
ABOUT UCB UCB, a global biopharmaceutical company focused on severe diseases, aims to impact patients lives by translating superior insights into patient value. Everything we do starts with one simple question: How can we create more value for people living with severe diseases? >
OUR VISION To design and deliver creative, innovative packaging solutions that aim to connect to Patients on a functional and emotional level > To give life to ideas that matter for, and have enduring impact on, the life of Patients > To discern what truly matters to Patients, and deliver packaging solutions inspired by actionable insights >
THE 6 PILLARS OF UCB PACKAGING DESIGN STRATEGY
#1 SIMPLIFY LIFE. The world today is an endless information overload. People are overwhelmed and craving for peaceful zones, somewhere to reload and recharge. There is a growing need for simple packaging experiences, all for a better or more efficient everyday life of Patients.
#2 CONNECTION. Emotional connection helps build trust in pharma products, and can be just as important as a product's functional characteristics. More brands are creating packaging with Patient experiences and insights embedded throughout the entire usage journey. It has become a must to create experiences by focusing on the moments that matter the most to Patients, emotionally.
#3 GOING GREEN. People demand more green, and are aware of the radical change needed for a sustainable planet. They are increasingly attracted by brands that associate with responsible environmental approaches. But this is not enough, and the brands must also make it easy for the consumers to do the right thing. There has been too much confusion around packaging and sustainability, and now is the time for a change. Trend Characteristics: inspired by the biology of nature, carbon neutral.
#4 BE DIFFERENT. The brands are always looking for ways to differentiate from the competition. But success doesn t come from being different for the sake of it. If the package solution does not connect with Patients or users needs and expectations, it will fail.
#5 ADDED VALUE. The perceived value of a product can be just as powerful as the actual value, and packaging can help elevate perceived value. Packaging can add value by improving the Patients unboxing experience, making use of the product more effective, more enjoyable, easier and more convenient. Packaging designs or solutions need to stand out and offer secondary benefits.
#6 PURE. Pure is a trend where brands are looking to create pure, highly minimal packaging designs or solutions. It is a selective creativity, using limited design elements and simplicity to make an impact.
RA SYMPTOMS (*) Rheumatoid Arthritis (RA) is a chronic inflammatory disorder that typically affects the hands and lining of the joints, causing a painful swelling that can eventually result in bone erosion and joint deformity. (*) Cimzia has wider indications than just RA. RA is just one of the patient groups that is helped with Cimzia.
THE CURRENT PACKAGING SOLUTION Struggling, very difficult to open, struggling with the seals I would use a knife to cut it, I always use a knife at home 11 out of 12 patients found this packaging difficult to open Secondary packaging can be improved to take into account reduced dexterity experienced by RA patients It got stuck on the perforations The volume of printed materials exerts too much pressure on the current seal perforations (creating complaints on the markets). seal perforations need to be reinforced.
Visual identity. Current package solution does not connect with Patients No instructions or aid with how to open. Not obvious where to start Need for more attention to design and finish A flap would make it easier, give grip
Patients found it hard to get the Medication Guide out of the left panel and impossible to get it back in 3 patients found it hard to get the PIL back in Assembly process is 100% manually done. Current design does not allow automation of the current process
FROM INITIAL DESIGN CONCEPT
TO INDUSTRIALIZATION 20 IMPROVED OR NEW INNOVATIVE DESIGN FEATURES INSPIRED BY ACTIONABLE PATIENTS INSIGHTS
1. MORE ROBUST DESIGN WITH MORE FUNCTIONALITIES
2. PATIENT VALUE. SETTING THE TREND AND CHALLENGING DESIGN RULES
3. CIMZIA UNIQUE UNBOXING EXPERIENCE. NOT ONLY DESIGNED FOR THE PATIENTS ALSO DESIGNED WITH THEM
4. PERFECT FINISH, INSPIRED BY THE JAPANESE SENSE OF QUALITY (BEAUTY, TECHNICAL PERFECTION, ELEGANCE)
5. FOLDED FLAP (OPENING AID) IS ADDED ON THE FRONT PANEL AND ADOPTS PATIENT CENTRIC DESIGN FEATURES
6. BUILDING RELATIONSHIP WITH PATIENTS. A THUMB CUT-OUT IS ADDED AS ALTERNATIVE MODE OF OPENING
7. VERY EASY AND INTUITIVE RECLOSING FEATURE (VELCRO) FULLY INTEGRATED INTO THE CARTON DESIGN
AND INTEGRATED INTO THE PLASTIC TRAY
8. FEEL SECURE FACTOR IS NOW INTEGRATED. NEW AUTHENTICATION VERIFICATION FEATURES ADDED AT THE HIGHEST LEVEL OF SOPHISTICATION
9. COMPLIANCE TO UPCOMING FMD. TAMPER-EVIDENCE VERIFICATION FEATURES ARE VISIBLE AND EASY TO OPEN (PERFORATED LABEL)
10. BRINGING INTELLIGENCE INTO PACKAGING. SPECIAL PERFORATIONS DESIGN ENABLING SAFER AND POSITIVE USE OF THE PRODUCT
11. COMPLIANCE TO UPCOMING FMD. FOCUSING ON PATIENT SAFETY (ANTI-TAMPERING AIDS ADDED)
12. IMPROVED LABELLING TO REINFORCE IMMEDIATE UNDERSTANDING OF THE CORRECT OPENING MODES
13. PATIENT INSIGHTS AS DRIVER FOR INNOVATION. ACCESS TO THE SYRINGES IS NOW EASIER
14. CREATING THE REAL VALUE THROUGH HIGH ATTENTION TO DETAILS THAT MATTER TO PATIENTS
15. ADDED LITERATURE NOW CORRECTLY HELD IN PLACE. LOGICAL DESIGN ALLOWS FOR EASY, IMMEDIATE ACCESS TO LITERATURE
16. REDUCED DEMAND ON DEXTERITY. REPOSITIONING OF PATIENT LEAFLET NOW OBVIOUS, EASY
17. PATIENT LEAFLET IS COMPLETELY REDESIGNED IN ORDER TO MEET CONSTRAINTS RELATED TO INCREASING TEXTS, MULTI-LINGUAL PACKS OR READABILITY REQUIREMENTS
18. MORE PATIENTS DEMAND MORE GREEN AND RESPONSIBLE DESIGNS
USABILITY AND ECOLOGICAL FOOTPRINT REVIEWED. WITH SOME 25% LESS CARDBOARD SURFACE USED
19. PACKAGING SOURCED FROM RECYCLED MATERIAL. RESPONSIBLE DESIGN
20. SUPPLY. NEW BOOK STYLE CARTON DESIGN NOW ALLOWS FOR A FULLY AUTOMATED ASSEMBLY PROCESS
PASSIONATE ABOUT WHAT WE DO. INSPIRED BY PATIENTS. THE DESIGNER
CECILE ZIMMERMANN. PASSION BEHIND EXPERTISE
Jacques THIELENS Automation Expert Robert TAVERNIERS Production Maintenance Christophe MAMOLO Production Launches Olivier POTEZ QA Packaging Production Tarek ZAOUK Head of Packaging Production Isabelle LONGE Head of Production Line Jean-Marc DECOCK Pharma Project Engineering MAKING IT HAPPEN. THE TECHNICAL TEAM BEHIND
Thank you!
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RONDO UNFOLD THE FUTURE.
RONDO UNFOLD INNOVATION. EFFICIENT PACKAGING - EFFICIENT PROCESSES. Innovative packaging development for secondary packaging, special folding boxes and project management. Consulting for greater economy and functionality. Tailored to your requirements.
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