In pharma, as in many other industry sectors, it is a sad fact that while enormous effort goes into developing a product, the packaging of that product is often an afterthought, left until the latter stages of the development cycle. But in many cases, and in the pharma industry in particular, the pack can add significantly to the functioning of the product and could make the difference between market success or failure.
The importance of taking the packaging into account at an early stage was amply demonstrated by the three companies shortlisted in the Packaging Innovation category in the CPhI Pharma Awards last October. In all three cases the pack complemented the product and added to its functionality by fulfilling an unmet need.
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