Achieving functionality economically

An opinion shared by many who took the survey was expressed by a solid-dose pharmaceutical maker representative who predicted, "Generics will be produced in standardized packaging in order to reduce costs. Branded pharmaceuticals will be packed in one esthetic design." Another respondent believed, "Most generics should be packaged in a similar manner to branded versions. Generic drugs require the same protection, label, and point-of-use characteristics."

The viewpoint of a professional with a company making both pharmaceuticals and medical devices was, "There will be little effect with generic drugs as the registration of the product relies on stability data directly related to the packaging integrity. Most will strive for internal efficiencies to make this area profitable. Secondary packaging and the supply of packaging aids with products may be targeted for small savings."

An interesting perspective came from a respondent from a pharmaceutical firm who noted, "Generics with a strong backing will try to stand apart in packaging, and not have a 'me-too' look
compared with the innovator. The market will surely see a lot of senior-friendly features incorporated into packs. In fact, the packaging features could be a selling point for the generic drug."

--By Jim Butschli, Editor