Product packaging is a tool that significantly influences consumers' decisions when buying a product.
Within the last decade, the pharmaceutical industry has taken steps to improve the customization of drug packaging to better fit their customers’ needs. In order to understand their target audience habits concerning the purchase of medicine, and to determine the importance of drug packaging and its elements in the customer's decision making process, both quantitative and qualitative studies have been conducted.
According to the results of the quantitative survey, the most common place of purchase of medicine in Poland is a pharmacy. Last year, 97% of our respondents found their way into one. Despite the growing tendency towards online shopping, only 7% of the respondents were willing to buy drugs online; the vast majority (exactly 73%) of Poles are convinced that the purchase of medicine online is less secure. Slightly more often the drugs were bought in multi-branch stores - 15% of the respondents.
How should the packaging look?
The study helped find the proper content that should always be present on the packaging of drugs. One of the most important elements is the expiration date - 76% of indications. Information about drug usage is second in importance - 59%, dosage - 56%, side effects - 55%. Exactly half of the respondents draw attention to the specific composition of the medicine.
Smart drug packaging is still an idea that is unknown to customers, though some respondents reported the need for innovative solutions. More than one in four respondents considered as a good idea a sensor that would control the drugs’ exposure to excessive temperature, humidity or sunlight that is detrimental to the specific type of medicine.
Readability is widely considered as one of the most important aspects of the packaging, as indicated by 62% of our respondents. 43% named protection against mechanical damage a worthy trait, and protection against light, temperature and moisture was nearly as commonly mentioned - 41% of indications.
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