Zydus' Innovative PoS Boosts K Bind Gel Adoption- Packaging

About the Product

Zydus, a Fortune 100 pharma brand in India was launching the gel version of its well-established K Bind medication for kidney-related ailments. The previous (powdered) version was proven and well-accepted in the market. Zydus was promoting the gel version as faster acting and more convenient, and wanted pharmacists to adopt it as the primary version of the medication.

Key Challenges

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    K Bind (powdered) version was well established. Pharmacists and consumers would need significant awareness creation to accept the new version.

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    Indian regulations restrict overt advertisement of prescription medications, so advertisement vehicles were limited to in-store PoS.

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    Traditional neighbourhood pharmacies were cramped for space, while the larger, typically chain pharmacies were reluctant to place the PoS.

Solution

After the market survey revealed more receptiveness for the PoS among smaller, neighbourhood pharmacies, we decided to focus on developing a minimalist PoS design that would be less physically intrusive and would rely on innovation rather than eye-catching visuals to attract the attention of the store’s visiting customers.

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Putting the Plan into Action

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    We designed multiple POS structures precisely tailored to fit the dimensions and structure of the new K Bind gel medication to ensure a snug fit and optimized space usage on counters and racks.

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

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    We also added a digital clock to create a dual functionality and draw eye-balls of curious customers who then spent time examining the PoS and reading about the new K Bind gel and it’s benefits in short-form text and engaging graphics.

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Results

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    The client expressed total satisfaction with the campaign as the overwhelming majority of pharmacists accepted the PoS in their stores

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    Furthermore, the PoS display drew significant inquiries from curious customers to the stores and have begun showing positive results of adoption and awareness creation among the user base, prescribing medical professionals, and the pharmacists themselves.

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