In the pharmaceutical industry, market complaints are a common occurrence, with packaging-related issues accounting for approximately 90% of these complaints. In this blog post, we will explore the reasons behind customer complaints and discuss how pharmaceutical companies can minimize them. Specifically, we will focus on the five basic functions of packaging and how they contribute to customer satisfaction.
Containment of the Product
One of the primary functions of packaging is to contain the product securely. When the packaging fails to fulfill this function, customers may complain about issues such as shortage, leakage, and spillage. For instance, if a package is not properly sealed, it can lead to product wastage and dissatisfaction among consumers.
Protection of the Product
Packaging also plays a crucial role in protecting the product from physical and environmental hazards. When the packaging fails to provide adequate protection, customers may complain about receiving broken products, signs of tampering, pilferage, or damaged packages. These issues not only affect the product’s integrity but also erode consumer trust in the brand.
Preservation of the Product:
Another important function of packaging is to preserve the product throughout its shelf life. If the packaging fails to maintain the product’s quality, customers may complain about issues such as bad smell, changes in color or texture, or reduced efficacy. Proper packaging materials and techniques are essential to ensure that the product remains in optimal condition until its expiration date.
Convenience to the Consumer
Packaging should also offer convenience to the consumer. Customers may complain if they encounter difficulties in accessing the product or opening the package. For example, struggling to open a shampoo sachet during a bath can be frustrating and lead to negative feedback. Packaging design should prioritize ease of use and ensure that consumers can access the product without any hassle.
Providing Information about the Product
Lastly, packaging serves as a medium to provide essential information about the product. Customers may complain if they find missing information such as batch numbers, manufacturing dates, expiry dates, product usage instructions, or product information literature. Packaging should include all necessary details to help consumers make informed decisions about the product.
Conclusion
Minimizing market complaints in the pharmaceutical industry requires a thorough understanding of the five basic functions of packaging. It is the responsibility of every individual involved in the packaging operation to ensure that the package meets these functionalities and adheres to the packaging design. Even small decisions, such as including or excluding silica gel, can have a significant impact on the product’s functionality. By prioritizing containment, protection, preservation, convenience, and information provision, pharmaceutical companies can reduce market complaints and enhance customer satisfaction.