There are many approaches to effective packaging. What tasks and requirements must packaging fulfill for pharmaceuticals and healthcare products?

Liv Markieton: Packaging always fulfills a number of practical requirements. For example, it protects the product, ensures its shelf life, makes it safe for transport, and communicates the ingredients. But it is also an essential marketing tool brands can use to establish trust. This is especially important for healthcare brands. Health is a very sensitive topic. We have observed that consumers are becoming less responsive to functional illustrations about physical problems or discomfort. People want encouragement and hope; they want to be optimistic about the healing process. A self-confident and open approach, with colorful illustrations for example, comes across better and creates an emotional bond.

The topic of sustainability is omnipresent these days. To what extent is a rethinking in the direction of sustainability noticeable in the industry? Is more sustainable pharmaceutical packaging on the way? What are the implications of these developments for packaging design?

Liv Markieton: The shift in people's attitudes about healthcare products is even more pervasive than in many other industries, because consumers are establishing a context between their own health and the health of the planet. Reducing packaging, avoiding plastic, and expanding recycling options are important aspects. Other trends include using less ink for printing, using imperfect textures, avoiding the use of glossy and metallic effects – but also relying on plant-based or glass packaging instead of plastic containers, and making blister packs out of bio-plastics. One brand that is already fulfilling many of these criteria is Hydrophil toothpaste. However, such examples are currently the exception rather than the rule, also when it comes to pharmaceutical products.

How much potential is there for a multisensory brand experience to provide packaging with communicative added value, for example by incorporating digital channels or similar approaches?

Liv Markieton: In addition to the visual design, it is also important to consider the haptics, the materials used and the design language – for example the shape – of packaging. But the brand's tone of voice, its verbal expression, is also significant. Direct, emotionally appealing, or even humorous communication can break the ice. Personalization, for example by including the patient's name, and the day and time the medication should be taken, can create a stronger connection between brand and consumer. Today, references to digital channels and services are also a must. Health is part of people's lifestyle – they deal with it every day and expect and expect additional offers, such as individual portioning of medication by subscription, like the pill packs offered by Amazon Pharmacy. This is what we call "smart packaging." With all these potential solutions, however, it's not the quantity that counts, but the individually adapted interaction of all channels – and they must always be geared to the respective brand and target group.

Besides all of that, what other current developments in packaging do you consider to be particularly interesting, important and worthy of attention? Can you give us any examples of exciting new developments?

Liv Markieton: Standing up for diversity! And this involves two aspects: Brands need to reflect the diversity of our society, while at the same time allowing diversity in their appearance and knowing how to address different needs individually. Those who stand out from their competitors have a clear advantage – for example by using completely new colors, like Ipalat Flavour Edition has done. Or by breaking taboos. The nutritional supplement Chammi stands out in particular. The brand communicates the needs of women during their periods with a self-confident tone and edgy illustrations. Concepts like these often have a hard time in market research because it's not easy to prove their attention-getting effectiveness. Not every marketing department is in a position to take a bold step forward. That's why it's also our job as an agency to point out opportunities and provide encouragement.

Excerpts from this interview appear in the May edition of Healthcare Marketing, the trade magazine for health brands. You can order a copy here.