OUR POS GELS WITH CONSUMERS- Packaging

About the Product

Zydus, a Fortune 100 pharma brand in India, was launching the gel version of its well-known K Bind medication for kidney-related ailments. The previous powdered version was well received in the market and Zydus was keen to promote the gel version as faster acting and more convenient. Ultimately, the goal was to get pharmacists to adopt it as the primary version of the medication.

The scope of the challenge

The original, powdered K Bind, was so popular that pharmacists and consumers would need significant convincing to accept the new version. As everyone knows, pharma is a highly regulated industry and Indian rules restrict the overt promotion of prescription medications, which meant we would have to rely on in-store PoS. This created its own problem in that many traditional neighbourhood pharmacies were cramped for space, while the larger, chain pharmacies were reluctant to place the PoS

Solution

After the market survey revealed more receptiveness for the PoS among smaller, pharmacies, we decided to go for a minimalist design that would be less intrusive and would rely on creativity rather than visuals to attract the customers' attention.

Putting the Plan into Action

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  The PoS was made to fit the dimensions and structure of the new K Bind gel medication to ensure a snug fit and save space.

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  We incorporated an ingenious locking mechanism from biodegradable materials to promote eco-friendliness, ease of production and the cost-effectiveness of the PoS.

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  A digital clock was added to the structure to draw-in curious customers who would then examine the PoS and read about the new K Bind gel.

Results

The client expressed total satisfaction with the campaign as the overwhelming majority of pharmacists accepted the PoS in their stores. Further to this, the PoS display drew significant inquiries from customers and positive results of adoption and awareness have been noted among the user base, medical professionals and the pharmacists themselves.