What will help me take my medicine?
Research tells us that many patients prescribed drugs do not take their medicine as they should – whether the right amount, at the right time or in the right way. The position is worst for inhaled medicines, which include some of our asthma medicines. Research also tells us that we can use packaging – which is usually our only way of communicating directly with patients – to improve adherence to a medicine’s instructions.
The opportunity for AstraZeneca to use packaging design to influence behaviour is being pursued through a range of initiatives. These include customising packaging to address patient needs better and making the pack part of the treatment. At the same time we are simplifying processes where possible and aim to improve the efficiency with which we use packaging materials by 20% by 2015.
One example of our work is the packaging for our children’s asthma inhalers in Spain, which now features an image of a kite – associated with fresh air and physical activity – to help children feel more positive about taking their medicine.
Better packaging can help make our medicines more effective. That helps us and our patients, and improves treatment outcomes.