Brandpak Building Solutions

2. In an industry where
Tangible Product Differentiation
is not always possible
Can packaging create that competitive advantage?
Packaging ….
The 5th P of marketing is relatively
under utilised in pharma for creating
product differentiation

3. Brandpak Building Process

4. We resolve brand challenges
through innovative packaging solutions
to improve brand revenue
• Brand differentiation
• Rx to OTC shift
• Premium image
• Innovator/Global identity
• Corporate branding etc.
‘s
Counterfeit
Compliance
Convenience
Communication
Child Resistant

5. The European Outsourcing
Awards 2008
Innovative Blister Packaging Solution
for Brand Challenges
Bilcare Research
Best New Product

6. Epidemic of Medication Non-Compliance
• In the US, out of 3.8 billion out prescriptions,
50% of them are taken incorrectly or not at all
• A study of over 75,000 patients found that for
chronic conditions such as high blood pressure, diabetes,
and high cholesterol Rx not filled 20%-22% of the time.
• Poor compliance accounts for 33%-69% of drug-related
adverse events resulting in hospitalisation
• Even among chronically ill patients who regularly fill their prescriptions,
only about half the doses taken are taken as their physicians intend.
• Poor compliance with medication regimens is associated up to 40% of nursing home admissions.
One upshot: Poor medication compliance is implicated in over 125,000 US deaths per year.

7. Incidence of Accidental Misuse
of medicines in Children
In 2012, 64,000 kids were treated in
emergency rooms for medicine poisoning.
That’s one child every eight minutes,
according to a new report from Safe Kids
The US Poison Control Centre
receives nearly 500,000 calls per year
related to young children accidentally getting into medicine;
3 of 4 cases of child drug poisonings, the medication belonged to parent
(39 percent of cases) or grandparent (38 percent of cases)
Deaths from prescription drug overdoses have been called the "silent epidemic" for years, and
with 1 American dying every 19 minutes from an accidental prescription drug overdose,
it's being described as "the biggest man-made epidemic in the US."

8. Innovative Packaging Solution
for Compliance
• Kit packs have following concerns:
- There were different drugs each having different dosage regimen
- To ensure dosage compliance was a major challenge
• Oral contraceptive had following concerns:
- Packs being small and dosage indicators not visible
- While opening, adjacent tablet was popping out
- Tablets being small… often fall down

9. Blister is housed in a closed case
made of paper board.
The blister strip is dispensed by
pressing the pack from two sides
and simultaneously pulling out the blister strip
Bilcare©2009PrivilegedInformation
Innovative Packaging
Solution to prevent
Accidental Misuse

10. Compliance cum Child Resistant Device - Reusable

11. Compliance cum Child Resistant Device

12. Innovative Packaging Solution
for Preventing Counterfeit
• Brand growth was stagnating
affected by counterfeit and pass-off
• Other calcium therapy brands from generic
division of pharmacos were riding on pack
equity of Shelcal and brand was substituted
• Sales doubled in three years after
introducing Bilcare’s anti-counterfeit
packaging film
• Counterfeit and pass-off got arrested …
marketing strategy activated

13. Innovative Packaging Solution
for Communication
Blister inside Pouch ….
Zip-lock Pouch replaced carton
to carry blister as it was more
convenient and also ensured
involvement of chemists
Patient Communication ….
Rear side of pouch carries
useful information for patient
- Medication to be taken
morning,afternoon
and/or evening
- Medication to be taken
before or after meals
- Medication to be taken
for how many days
- Pharmacist can tick
concerned boxes

14. Innovative Packaging Solution
for Convenience
• When most cough preparations were in bottles with
minimal differential… how to create differentiation
• Bottle is not convenient to carry and use esp.
by working class patients
• Everyone may not need full bottle to resolve cough
• Single serve’s provided convenience, increased affordability,
decreased wastage and increased brand recall

15. Innovative Packaging Solution
for building Indication-Brand association
• Brand was late entrant in
iron preparation segment market
• There was no tangible product differentiation
• Package design developed in-line with
‘user condition’ to build strong
association to ensure patient stay’s-on therapy

16. Innovative Packaging Solution
for Corporate Branding
• Company wanted to differentiate itself
through premium packaging
• Cold form foil had become increasingly
popular and lacked distinction
• Bilcare Venus offering printing on cold form
provided the distinction and corporate identity

17. Innovative Packaging Solution
for OTX Communication
• Brand was leader in anti-nauseant therapy segment
• Challenge was to increase sales by
exploiting the OTX potential
• A subtle change in packaging thro unique branding
and unique colour identity ensured high recall
• New pack ensured OTX usage without
compromising Rx identity

18. Innovative Packaging Solution
for Unique Brand Identity
• For power brands it is important to
have unique brand identity
• Power brands adopted strategy
to differentiate through packaging
providing unique brand identity

19. Innovative Packaging Solution
to Prevent Substitution
• In branded generics category it has
become increasingly important to have
tangible differentiation
• Leading brands adopted strategy
to differentiate through innovative
packaging to prevent substitution

20. Bilcare - Innovative Single Tablet Dispenser
• Blister pack in form of a coil
is housed in a plastic container
• Pivoted switch is provided
which is spring loaded
• The switch has to be pressed to
dispense a unit distance of the
coiled blister pack/strip
• The blister strip has V notch at unit distances
and can be torn off once it is dispensed from window
• The switch springs back to original position when
pressure is released and the whole arrangement is
ready for a new cycle

21. Blister cum Carton
for Global Brand Identity

22. Innovative Packaging & nCID Technology
for Unique Brand Identity
Single Serves ….
For convenience,
correct dosing and,
differentiation
nCID Technology ….
For pack authentication,
dosage reminders,
pack replenishment
reminders etc

23. www.bilcare.com
Bilcare © 2009 Privileged Information