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A shot of design for healthcare brands

Terms like “metered dosage” and “clinical trial” are staples of healthcare products. But for savvy marketers competing in the evolving over-the-counter (OTC) pharmaceutical industry, concepts such as “sensory branding” and “transformative experience” are becoming essential additions to the list.This month, Shelf Impact! examines two OTC packages that embody these concepts through sensory perception, a marketing tactic rarely seen in healthcare packaging.

Pw 7725 Alli Pac

• GlaxoSmithKline (GSK) Consumer Healthcare, Moon Township, PA, is marketing its new alli OTC weight-loss capsules in a consumer-friendly starter kit whose design delivers a sensory experience by presenting the brand as the consumer’s ally during a weight-loss program.

“We got very deep into the consumer experience, and we found that weight loss is a very emotionally charged category,” says Donna Sturgess, global head of innovation at GSK Consumer Healthcare. “We needed alli to be an honest voice and a transparent brand—here’s what you can expect if you follow the instructions.”

Ideo developed packaging to gently guide consumers in the product’s use. GSK markets alli in a starter kit—a two-piece plastic container and lid. Inside the container, a white thermoformed tray contains a bottle of 60-mg tablets in the 60-, 90-, or 120-count sizes, a pill-carrying case, product usage pamphlets, a daily journal, a calorie and fat counter, and Quick Facts cards. The kit’s graphics card provides information for accessing a personalized diet action plan at www.myalli.com.

The primary container and tray also work on a sensory level. The white tray holding the product and collateral materials is easily viewed through the transparent lid. They are meant to be emotionally reflective as product users transform themselves during the dieting process.

“It puts forth a canvas so you can see yourself and create your own identity,” Sturgess says.

Break out of the ordinary: see what’s new in life sciences packaging
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Break out of the ordinary: see what’s new in life sciences packaging
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