Tips to Transform Your Graphic Packaging Within Pharmaceuticals
Although science, robust clinical trials, and the FDA get most of the credit for emerging products in the pharmaceutical market, your brand should not underestimate the importance of graphic packaging. These three tips will transform how you think about your brand’s packaging design and highlight why this critical capability is worth investing in. 1.Packaging design is your reputation’s first line of defense Your packaging is your customers’ first impression of your product. The style of your label, drug information, ingredients, and packaging materials all provide clues into your brand’s quality. Packaging should protect both your products during transportation and distribution, as well as your reputation. Cheap, misleading, or confusing packaging can lead to customer frustration, resistance taking their medication, or liability issues if dosing is unclear. 2.Graphic packaging can increase patient adherence According to the National Association of Chain Drug Stores, only 25-30% of patients take their medication as indicated. Most often, these patients cite confusion over how they were intended to take a drug. Packaging plays an important role in communicating a drug’s indications, benefits, risks, and interactions with other substances and could have the potential to dramatically improve patient adherence. Graphic packaging and infographics are a great way to build knowledge about complicated products or drugs. They also improve clarity for the medication being distributed among low-income demographics where literacy is low. 3.Flawless packaging doesn’t need to break your budget The good news is that high-quality, informative packaging can be achieved on almost any budget by partnering with a specialized graphic packaging agency. When looking for a digital marketing agency like ours to support your pharmaceutical packaging design needs, make sure they understand your specific industry requirements and can design within those guidelines while creating a memorable and functional final product. While your drug’s packaging may not be the most glamorous part of your product marketing mix, it can make or break your pharmaceutical’s success once it enters the market. Contact our team to learn more about how we have partnered with pharmaceutical companies like yours to build a comprehensive brand strategy that includes naming, packaging, and marketing support.
Know The Importance of Embracing Seasonal Marketing
Each year as the crisp fall air starts to deepen into a winter chill, people across the country don their snow boots (or just boots for us Florida folks) and head out to Starbucks seeking the type of warmth that can only come from a seasonal Starbucks Christmas blend. The team at our Florida advertising agency loves these tastes – even when it’s still a balmy 70 degrees outside! Starbucks’ Christmas coffees are insanely popular, and fanatics often endeavor to collect and sample these flavors year after year. The national coffee chain, which does very little advertising through conventional media such as TV advertising or print, managed to build this community through word-of-mouth – plus clever tactics that get people buzzing from more than just the caffeine in their tasty beverages. For example, in 2011, Starbucks released an augmented reality mobile app tailored specifically to the Starbucks Christmas coffee experience. The reality app encouraged users to interact with their Starbucks-branded Christmas goodies, and offered them unique images and interactive graphics upon viewing. How has Starbucks been able to so cleverly tap into the consumer psyche, causing positive associations between seasons and products? We all know that holidays drive sales. But that’s only part of it. The other part is the authenticity of a company’s marketing efforts. Efforts geared towards seasons reflect life experience; and therefore, the most successful seasonal marketing efforts are ones that connect with the consumer’s emotions. Beer marketers have known this for years, often releasing summer ales and winter lagers, made up of differing compounds to help correspond with the season. [quote]Rather than focusing on a one-off seasonal event, seasonal marketing becomes part of the company’s overall strategy.[/quote] Therefore, a company’s “holiday” plan becomes a 365-day endeavor, with the most successful companies plotting their holiday strategies months in advance. Any company can do this by initiating a seasonal marketing calendar, and preparing for seasonal events months in advance. For businesses that specialize in digital technology, it is easy to monitor website analytics to learn more about consumer’s habits through the seasons. Retooling the year-long marketing plan to conform with consumer tastes and spending habits can help marketers identify trends and capitalize on consumer actions. Companies that rely on seasonal marketing efforts can stretch their efforts further by finding ways to piggyback off of seasonal campaigns. As discussed above, Starbucks keeps people coming back year after year with a line of limited edition items. However, other businesses can offer incentives for consumers to return after the holiday season, or can even start offering Valentine’s Day promotional materials just after the New Year. Our Florida marketing agency wants you to remember that the important thing about seasonal marketing is its appeal to customers’ emotions. In particular, the holiday season is a time when families make happy memories, and therefore changes in the weather evoke feelings of happiness and adoration. By tapping into these emotions and consumer behaviors, marketers are better able to connect with their purchasers. So, the next time you walk into Starbucks and smell the fresh-ground dark roast coffee with a kick of cinnamon in the air, look around, and you’ll find yourself surrounded by seasonal marketing at its best. Let our team help your company embrace the seasons and take your marketing efforts to the next level – contact us today!
