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Similarly, the median consumer may not wish to rush along the inevitable journey into digitally-enhanced healthcare. “There are some calls to eliminate the information leaflet from pharmaceutical packaging,” Dr Bobée continued. “However, not everyone uses apps. I believe we need to take a step by step approach to innovation. It’s important to nurture that guarantee that everything is run effectively across the supply chain. Otherwise you risk losing credibility. Packaging must be universal, efficient and affordable. The task is to protect the maximum of products at the minimum cost – not to build a cathedral.”

The coming years will be a critical period for CMOs and packaging technologists looking to exploit the opportunities beyond serialisation, and delivering them in a scalable, viable format that meets the market’s bottom line needs.