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Pharmaceutical & Medical Packaging News, July/August 2015

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pmpnews.com • Pharmaceutical & Medical Packaging News July/August 2015 12 Industry Outlook catalyst for change, Kumar Nanavati, a 30-year pack- aging industry veteran, says that "everything I can think of requires packaging exper- tise." (Nanavati has worked for Bristol-Myers Squibb, Pfizer, Wyeth, and Novartis and is currently a managing director of Kuma Packaging Solutions LLC.) James F. Lynch, president of Regional Personnel, a recruit- ing fi rm specializing in staf ng in the pharmaceutical, medi- cal device, and other indus- tries, expects the on-going problem with patient adher- ence to be one catalyst. "The pharma industry is starting to increase spending on the importance of adherence, for example field-based certified diabetes trainers, oncology nurses, etc. If adherence can be increased, in a measurable way, through more innova- tive packaging, the medical community, caregivers, and managed care will be inter- ested, and pharma companies will invest in these packag- ing innovations." And Nana- vati expects that on-demand, digital printing on production lines will result in innovation. Such analysis brings us full circle, because digital printing could help satisfy one of the concerns expressed by one of our survey respondents earlier in this article: "Serialization with aggregation is a disruptive technology." 0 THE METHOD AND MAGIC BEHIND INNOVATION There is a method to pharmaceutical packaging innovation, and there's also a little magic, says Nancy Limback, who served as manager, packaging innovation & development at Sanofi. She recently led the design and development team behind the packaging for Nasacort Allergy 24HR, which was recognized with a 2015 WorldStar in the Pharmaceutical & Medi- cal packaging category. There are opportunities to leverage package innovation during new product launches as well as during the restaging of existing product lines, Limback told the audience at Pharmapack North America during the June 10 Keynote: "Pharma Package Innovation—Method or Magic?" For the methods behind innovation, "begin with the end in mind," she said. "Design inputs are important." These include outlining product requirements for primary and secondary packaging as well as stating the brand's personality, she added. The full range of product SKUs must be understood. Other points to consider include sustainability, tamper evidence, and product visibility, among others. During concept development, the design team needs to explore "all details and functionality as early as possible," she said. "You don't want to get every- one excited about a concept and then f nd out you cannot do it." Considerations also include distribution testing to ensure that product and packaging can survive. An estimated cost summary should be pre- pared, including capital and tooling costs. "Keep measuring against design inputs and key criteria," she explained. Focus groups can provide external input. To move toward industrialization, line trials may be needed in addition to regu- latory clearances and testing. For the magic behind successful pack- aging innovation, pharma companies need the right project leaders and the right team skill mix (both internal and external members), and a creative culture must be fostered, she said. In addition to having technical knowl- edge, team leaders need to be visionary as well as good listeners to gather feed- back—and they have to be able to sell an idea to upper management. The team should have both experienced members as well as "newbies," and members should be "conf dent enough to speak up and question the status quo," she said. To avoid pitfalls, keep all parties engaged and informed, she said. And to protect ideas during collaboration, "use CDAs and f le IP as a barrier to competi- tive entries." And ask a lot of questions. "Don't just take that 'it can't be done' from vendors, marketing, or operations," she said. S h e o f f e r e d s e v e r a l e x a m - ples of packaging innovation from Sanofi, such as the Allegra Trial Pack A-shaped blister card; the Icy Hot Smart Relief TENS therapy pads in a curved package design using sustainable materi- als; and the N-shaped blister card for the Nasacort Rx to OTC Allergy 24HR launch, which won a 2014 Ameristar Award and a 2015 WorldStar Award. F o r m o r e d e t a i l s , c o n t a c t L i m - back, who as of August 1 is now c o n s u l t i n g t h r o u g h P a c k a g i n g Strategies & Solutions, at nancy@pkgsas. com. Percentages of 499 respondents to the PMP News 2015 Market Segment Study who purchase, recommend, specify, select, approve, or authorize the listed packaging materials/containers. C a r t o n s L ab e l s B a g s a n d P o u c h es What Packaging Materials and Containers Are You Purchasing? B l i s t e r P a c k a g i n g B o t t l e s T r a y s C l o s u r e s T y v ek 40% 39% 34% 27% 27% 24% 22% 21% 20% I n se r t s / O u t s e r t s

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