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Streamlined packaging key to future blood glucose monitor sales

Gaining diabetic patient adherence necessitates that meters and their packaging engage users by combining simplicity and functionality.

This is one of 12 packages evaluated in a recent Affinnova audit.
This is one of 12 packages evaluated in a recent Affinnova audit.

For diabetic patients and their advocates, packaging can be a critical factor in purchasing blood glucose monitoring devices.

Late last year, global marketing firm Affinnova Inc. conducted an audit of 12 top U.S. brands of diabetes monitors. The audit included 600 nationally representative diabetes patients.

With diabetes patients increasing and more meters competing for over-the-counter sales, makers of blood glucose monitoring devices could be well-served to take cues from other product categories.

“Marketers can always look at similar categories for breakthrough packaging that increased sales and try to apply that to their product,” says Affinnova’s Charu Chaturvedi, SVP, Strategic Account Development, Life Sciences. “In general, the industry needs to realize that customers are making decisions in a broader way than ever before. With more information available, patients have become much more involved in their medical treatment.

“Although a physician may recommend/refer a particular device, the selection available on shelf can easily dissuade a customer from following through. In that case, any manufacturer has an opportunity to enter the purchase decision. Many companies focus on the underlying positioning and messaging of the product, which is useful when you have a forum where the audience will take time to learn and understand. However, when making a purchase decision at the shelf, the ability to standout and succinctly convey the main differentiators of the product are critical. The industry can definitely benefit looking at how OTC and CPG products effectively market themselves at the shelf. It is important for glucose meters to begin to compete at the shelf, not just in the doctor’s office.”

In the following question-and-answer session, Chaturvedi addresses details of the recent Affinnova audit and package design for blood glucose monitoring devices.

Healthcare Packaging (HCP): Tell us more about the audit (and Design Audit technology) of diabetes meters and their packaging. How were the brands selected and what packaging factors were considered in the audit decision-making process?

Chaturvedi: Affinnova’s Design Audit technology gives companies the opportunity to gain insight into how their package and package designs are performing within a competitive context. By evaluating shelf impact, package personality traits and specific design elements that consumers like and dislike, companies can determine what changes could or should be made to in-market packaging.

For this study, we wanted to survey relevant brands that represent leaders in the category as well as other brands that are taking different approaches to marketing and product features (e.g. iBG Star, which syncs with your iPhone). We also visited local pharmacies and drug stores to ensure all packages were currently sold over the counter at pharmacies and were in box format. (Since the diabetes audit was conducted, some brands may have changed packaging or the products available in the market.)

HCP: Are these products all sold OTC to consumers, or to hospital clinics as well?

Chaturvedi: If these are targeted to different audiences, we need to make sure we’re comparing them fairly… All of these products are sold OTC to consumers and can be found in local pharmacies, drug stores, and supercenters like Walmart, Target, etc.

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