Packaging and advertising analysis of the hottest

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Analysis on the packaging and advertising of OTC drugs (middle)

II. Packaging characteristics and significance of OTC drugs (I) packaging requirements and characteristics of OTC drugs

in view of the above essential attributes of OTC drugs and their differences and characteristics with prescription drugs, which determine the production, sales and drug safety of OTC drugs, the internal and external packaging, identification and instructions should have the following provisions, requirements and characteristics:

1 The wording must be accurate, detailed and easy to understand, and there must be no misleading ambiguity. The instructions must be eye-catching, and there should be detailed and clear signs on the precautions that consumers should know about medication time, overdose warning, quality tips, adverse reactions, safe life of special people, etc

2, every retail or basic use unit package of OTC drugs must be attached with labels and instructions, and the manufacturer and distributor must be indicated. In order to meet the needs of the OTC drug market and facilitate use, the package of the small volume sales unit developed must also be printed with brief instructions, such as drug name, content, dose and manufacturer

3, the exclusive logo patterns of OTC drugs are different according to class A and class B. Class a OTC drugs use the red proprietary logo m100y100 as a guide sign for the role, management and use of OTC drugs and drugs, while class B uses the green c100m50 ya70 as a logo. When using proprietary labels, the drug instructions and large packages can be printed in monochrome, and labels and other packages must be printed in accordance with the color code requirements published by the State Drug Administration. If printed in monochrome, the words "class a" or "class B" must be indicated. The label, instruction manual, inner package and outer package of OTC drugs shall be printed integrally, and their size can be set according to actual needs, but they must be eye-catching, clear and in line with the coordinate proportion specified by the state. OTC drug labels, instructions and the packaging of each basic sales unit must be standardized in Chinese. The first test of medical materials is increasingly strict. The generic name and trade name of drugs are printed, and the upper right corner is used as the fixed position of OTC drug identification

(II) the role and significance of OTC drug packaging

the universality, popularity and popularity of OTC drugs determine that the packaging of TC drugs that can reach more than 205KG in 2025 is expected to have the following roles and significance:

1. Ensure the drug safety of OTC drugs

OTC drugs have more commodity attributes than prescription drugs, but their essence is drugs, not equal to general commodities. Standardizing the inner and outer packaging of OTC drugs is of great practical significance for rational drug use and ensuring drug safety. First, it can protect the quality of OTC drugs from physical, mechanical, chemical, biochemical and other quality changes caused by various internal and external factors as the person in charge of the project in the process of transportation, storage and sales. It will not fall, lose or crack due to bumping, unloading and impact; It will not cause the drugs to dry, dehydrate, wet, melt, mildew, oxidize, sublime, precipitate due to temperature, humidity, cot. oz or other toxic gases in the air, sunlight and other factors, as well as insect decay or deterioration due to the invasion of bacteria, microorganisms and insects. In order to improve and ensure the safety of drug use, we must strengthen the research on the inner and outer packaging materials and their types, packaging technology and techniques, and packaging containers of OTC drugs. For example, when the British "mad cow disease" incident broke out in 1996, OTC drug consumers once worried about the inner packaging materials of capsule drugs, because the inner packaging materials of capsule drugs directly came from the protein in cattle, which naturally reminded people of the harm of "mad cow disease". At this time, the technical departments of pharmaceutical manufacturers such as the United States launched the "gelatin free capsule preparation" in time, indicating that it is from pure natural plants and is the preferred material for pharmaceutical packaging, which has a good promotional effect

2. Facilitate the circulation of OTC drugs

otc drugs can reach consumers only after a series of circulation links such as distribution, allocation, transportation, loading and unloading, unpacking, inspection, acceptance, storage, storage, display, sales and so on. In order to improve the circulation efficiency of OTC drugs, reduce transportation and storage costs, and accelerate the circulation cycle of commodities, it is necessary to systematically support the packaging form, quantity, size, specification, and size of OTC drugs, so as to maximize the use of transshipment space during transportation, save packaging materials, and automate and mechanize the loading and unloading process; Maximize the use of storage space during storage. Emerging pharmaceutical packaging materials, such as PVC plastic, various OP agents, VC agents, PTP aluminum foil packaging, pharmaceutical composite film (s-corpse composite film, etc.), reduce the weight of goods, improve the packaging quality, and facilitate the identification, acceptance, measurement and consumption in the process of transfer and use. Therefore, we must strengthen the research on transportation packaging, collective packaging, package size serialization, package identification, etc

3. It is convenient for the sale of drugs

from the perspective of marketing, OTC drugs with complex varieties, specifications and functions also have many things in common. For example, the sales packaging of OTC drugs is mainly for the purpose of facilitating product sales. It reaches consumers together with drugs and plays the role of publicity, beautification and promotion of drugs. OTC drugs truly and concretely convey the drug information in terms of packaging material selection and design, modeling, costume performance, text description, etc., which is convenient for shelf display, improves the purchase desire of drug consumers, and plays the role of "silent drug promoter". In order to improve the market share and sales effect of OTC drugs, the role of packaging performance, packaging aesthetics and packaging promotion cannot be ignored

4. Convenient consumption and use of OTC drugs

the packaging of OTC drugs is sold to consumers along with drugs, which has the function of facilitating and guiding the use of drugs. The size, dosage and form of the packaging specification should be convenient for consumers to carry, store and use. Such as small packages suitable for the use of commonly used drugs and frequently occurring drugs in OTC drugs. Packaging patterns, trademarks, and explanatory words make consumers have a sense of authenticity and trust in commodities: OTC drugs should introduce the drug name, composition, nature, purpose, dosage form, content, dosage and use method, date of manufacture, and service life in detail on the outer packaging and unit packaging, so as to maximize the efficacy of OTC drugs and ensure the safe and reasonable use of drugs. The packaging of OTC drugs also contains precautions, possible adverse reactions, toxic and side effects, mutual drug compatibility and taboos, etc., puts forward instructions and warnings, and gives guidance on possible problems, so as to protect the interests of consumers and ensure the personal safety of users. All OTC drugs that are carefully conceived and beautifully performed are not only highly artistic pop advertisements, but also works of art with collection value, data value and artistic value. For example, the author found that some people specially collect the inner and outer packaging of various OTC drugs at home and abroad, as well as their instructions, labels, logos and other accessories. The packaging of these drugs also has merchantability and can produce added value. Giving full play to and tapping this function of OTC drug packaging is conducive to promoting the classified management of drugs in China and hoping that they can overcome the cause of disease

5. It can improve the added value of OTC drugs

the so-called added value of products refers to the value added or added to the tangible state of products and the efficacy and value of drugs. In addition to the tangible reality and efficacy of OTC drugs, the generation of added value of such OTC drugs mainly depends on the subjective understanding and psychological feelings of OTC drug consumers about the drug. According to the author's teaching and Research on drug advertising, although there are no significant differences in drug composition, composition, efficacy and other aspects of the same OTC drugs of some different brands, buyers are affected by it. Under the influence of factors such as drug packaging, advertising and brand, it is believed that they have great differences psychologically and subjectively, resulting in stubbornness and preference, and would rather pay more money to buy drugs of a certain packaging or brand they like. For example, in the foreign OTC drug market, although aspirin produced by many enterprises is essentially sodium ethylphthalein salicylate, pharmaceutical manufacturers of different brands try their best to use factors such as packaging and advertising to affect the psychology of drug users, trying to make them recognize their drugs psychologically. Among them, the "Bayer" brand has attracted many buyers, created a good reputation, and has always been the first in sales. For another example, Liuwei Dihuang pills are also produced by many manufacturers in China. Because the products of Henan Wanxi pharmaceutical factory are superior in packaging and advertising strategy, they enjoy higher market share and greater economic benefits than similar products of other brands. The price of commodities fluctuates around the value of commodities. This is the basic principle of political economics. The price of OTC drugs recognized by consumers must be consistent with the tangible real value, quality Appearance, packaging, brand value and added value are consistent with the overall value of the system, and are affected by the market competition mechanism and supply-demand relationship of similar drugs. As the saying goes, "a man depends on his clothes and a horse on his saddle." The packaging of OTC drugs is the coat of their drugs. Scientific and artistic packaging can play a better role in "amplifying" the intrinsic value of drugs in the market competition of structural oversupply. There must be no abnormal phenomenon of "first-class drugs, second-class prices, third-class packaging". In the foreign trade of drugs, it is common to see that only the change of drug packaging or the change of large packaging into small packaging can return more benefits. The packaging of OTC drugs can increase the added value of drugs, which does not violate the law of commodity value, but makes its original value recognized by people through OTC packaging. For the economic integration of domestic and foreign pharmaceutical markets, there is a broad space for the development of packaging to improve the added value of drugs

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