Excellent Packaging Artwork Capabilities 1 – Why packaging artwork capabilities matter

Excellent Packaging Artwork Capabilities 1 – Why packaging artwork capabilities matter

Packaging artwork is an often forgotten back room process in most pharmaceutical companies, but the changing business environment has brought issues from this capability to the fore.

Pharmaceutical and other healthcare companies are facing one of the most difficult periods in their history. Current products are rapidly going off patent leaving significant revenue challenges. At the same time, weak product pipelines are failing to fill the gap.

Furthermore, global markets are changing rapidly. Traditional mar­kets are stagnating and new markets are evolving at a rapid pace. Everywhere, key healthcare purchasers are putting increasing pres­sure on drug prices.

In response to these significant challenges, pharmaceutical compa­nies are looking to make the most out of their current assets. This often manifests itself in a drive to launch as many product variants in as many markets as possible. For the traditional molecule-based global pharmaceutical companies, this represents a significant change in strategy.

The rapid growth in the number of drugs coming off patent, together with the increasing pressure on price from the major purchasers, has led to a huge opportunity and growth for generic pharmaceutical companies. For them the challenges are very similar to the phar­maceutical companies, namely to market as many product variants in as many markets, as quickly as possible.

In today’s world, all drug companies have an increasing need to develop and maintain an excellent reputation with a diverse group of stakeholders. Pharmaceutical companies are looking to develop and maintain trust with governments and purchasing groups in order to help maintain the product prices necessary to support their significant drug development spending. The increasing competition amongst generic companies means that they each need to develop and sustain their reputation in order to win business and maintain their production licences.

Maintaining this reputation whilst rapidly growing the number of products is particularly challenging when one considers that one of the largest single causes of product recall is due to packaging errors. Recognising this, regulators around the world are focusing on driv­ing improvement in all business capabilities associated with the management of packaging design and manufacture.

When launching product variants in new markets, much if not all of the physical packaging design is already established. The text and graphics, or artwork as it is known, that is placed on these physical components is what changes every time. It is this artwork design and maintenance capability that becomes critical to achieving and maintaining the objectives of both pharmaceutical and generic drug companies.

For a large global pharmaceutical company, developing artwork for tens of thousands of products is typically a process involving thou­sands of people, in over a hundred countries, from tens of different organisations. To orchestrate all of this activity, the right combina­tion of business processes, organisation design, information technol­ogy, facilities and suppliers has to be managed.

For smaller organisations, whilst the scale of the problem may be reduced, all of the same challenges have to be met.

This series of articles, taken from our book Developing and Sustaining Excellent Packaging Labelling and Artwork Capabilities, describes the key capabilities required to deliver right-first-time packaging artwork in today’s environment. They also discuss potential future developments in the area to help the reader design any improvement activity with these in mind. Finally, they look at how an organisation can go about understanding how they need to adapt and improve their capabilities to meet their evolving business strategy and go about the often complex change-management journey to achieve it.

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