Packaging – people do care!

A couple of days ago I came across a very interesting question posted on Twitter. A patient had posted an image of their medication package and reached out to @novonordisk to ask why the new packaging was so big compared to the old packaging.

I noticed this post for a couple of reasons. Firstly I am always intrigued to see how pharma companies respond to direct questions from patients via social media. Will they respond, and if so how quickly and how appropriately, or will they ignore the question? I saw a great example of a tweet that Pfizer should have just ignored but instead they sent a totally inappropriate automated response – clearly no one had bothered to read the tweet!

Secondly this question made total sense and resonated with me. Like many consumers I am so fed up with excessive packaging that has become endemic in our society. I get so frustrated trying to grapple with DVD packaging or double packaging for food products. A pet hate is also large boxes for tiny products, for example my Fuelband came in a huge box which was mostly empty – why? I am aware of the damage we are doing to the environment and I hate contributing to this, especially by excessive use of packaging. This was then a great question that @martinzwart1 posted and I was intrigued to see what the response would be.

I was very happy to see a prompt response from @novonordisk, stating that they would get back as soon as possible with more information. This is a great example of how to respond when you are not able to respond immediately – far better than not responding and just waiting until you have the information to respond. @novonordisk then came back a day later with an answer – again very prompt – and also invited @martinzwart1 and me (by now I had of course jumped on the bandwagon) to get back to them with further questions. A great example of how to respond to a patient via Twitter.

Sadly the actual response was very disappointing. The reason Novo Nordisk has had to increase the size of their packaging is not through choice but rather as a result of new regulations from European authorities. This to me is so absurd. We have various EU and national directives aimed at reducing packaging and packaging waste and yet here is an EU authority demanding that packaging is made bigger!

I personally find this rather disgraceful and irritating. In a day when more and more people get their information online why on earth is there a need to increase package size? If patients require additional printed material could this not be requested at the pharmacy when they pick up their medication? Those, like me, that prefer to read the information electronically (or just ignore it) can then be served with our smaller, more environmentally friendly packaging. Why must we, and our environment, suffer as a result of over-zealous, backwards looking regulatory authorities?

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About pharmaguapa

I am an highly experienced consultant specialised in digital media marketing and strategy in the pharmaceutical industry.

Posted on August 13, 2014, in Patient centric, Social Media, Twitter. Bookmark the permalink. 2 Comments.

  1. Hi Alexandra,

    Wrote you on twitter and to Novo Nordisk, Its irritating me too that they increase packaging without a cause. And as I wrote, its annoying too get some packaging who take more space in the refrigerator which is not necessary. Sadly they don’t care about is, it will raise costs in a long term, which I or the insurance company have to pay…

    At least Novo Nordisk they did respond and if they right about the European authorities.. then its a disgrace.

    It’s a good blog to read, read it wit a smile and thank for supporting me !!

    Martin

    • I’m glad you enjoyed the post – it was your tweet that inspired it! I thought it was great how you reached out to Novo Nordisk via Twitter – and that they responded (not something all pharma companies would do).
      Speaking of packaging I actually got a package a couple of days ago – a big box that required delivery (so I had to work from home to receive it) & when I opened it the contents could have easily fitted into a large envelope! I am now re-using the box to send things to my charity in Romania so it is not a total waste!

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