New look for Alpharma
Following its change of name from Cox Pharmaceuticals, generic pharmaceutical manufacturer Alpharma is launching a new range of packaging for its products.
The aim is to make the medicines clearer and easier to use for pharmacists and patients alike and to give the products a uniform identity across Europe. Colour coding will make each product easier to identify and will also be used in the form of a strength bar to help pharmacists differentiate between different strengths of each product.
No two alphabetically consecutive products, or those regularly co-prescribed, will carry the same colour. However, exceptions will be made for products such as Warfarin, where the patient wishes the cartons colour to match the tablet within.
The patient information leaflet inside the pack has also been redesigned. The text will be arranged in easy-to-read columns, while icons and bullet points will be used to highlight specific information.
'The change in branding from Cox Pharmaceuticals to Alpharma has given us the opportunity to reassess the packaging of our products,' said Andrew Collier, sales and marketing director. 'We have listened to both pharmacists and patients before deciding on the best way to provide important information on our packs.'