MARCHÉ Génériques en santé osseuse, qui permet connaissance au service de leur portée des outils pour Des packagings pensés de connaître ses besoins l’ensemble des professionnels les accompagner dans pour la substitution en calcium et d’évaluer ses de santé, en ville comme à leur parcours de soins : apports calciques quotidiens. l’hôpital, en jouant la carte calendrier des rendez-vous S’il est bien un domaine qui Un outil qui peut être utilisé de l’inter-professionnalité médicaux, répertoire santé, a su donner aux packagings pour dépister d’éventuelles médecin/pharmacien et en infos maladies, etc. Autre toute leur dimension explica- carences. Autre exemple, celui leur proposant des services accompagnement initié il y a tive, c’est bien celui des géné- du laboratoire Mylan, leader adaptés pour les aider plusieurs années et renforcé riques. Ici, une très grande en pharmacie et à l’hôpital, dans l’accompagnemetdn u en 2018 : celui du pharmacien pédagogie est de mise pour qui a acquis une partie du patient », explique Philippe dans la facilitation de la PDA à la fois faciliter le travail de catalogue d’Abbott, en 2015, Bayon, responsable marketing ambulatoire (préparation substitution du pharmacien et le laboratoire Meda, en chez Mylan. En plus de ces des doses à administrer) et accompagner le patient 2016. « D’un “pure player” du services, Mylan a lancé, fin en plaçant à sa disposition au quotidien. Sont ainsi dis- médicament générique, Mylan 2016, en relais de sa dernière une gamme de médicaments patchées toutes les infor- s’est transformé en un acteur campagne télévisuelle, le adaptée (flacons vrac, blisters mations clés sur les boîtes global de santé. Partenaires site mylanmeilleuresante. unitaires prédécoupés) lui (noms du laboratoire et de historiques du pharmacien, fr qui s’adresse aux aidants permettant de préparer ses la molécule, dosage, galé- nous mettons aussi notre et aux patients. Il met à piluliers. nique, nombre de comprimés, adapted services in guiding Packaging designed used by brand name medi- Teva, highlights the dosage the patient,” Philippe Bayon, for substitution cines and segment their pro- form via real-size and real- Marketing Manager at Mylan, ducts by means of colour. “The colour photos of the products 32 explains. In addition to these If there is a sector which has idea is to avoid disturbing the (tablet, softgel, etc.) so as to services, Mylan launched at helped the packaging reach patients, especially chronic “facilitate drug recognition the end of 2016, as a back-up its full explanatory potential, ones, by offering packs with when to be taken,” Philippe for its latest TV campaign, the it is the one of generics. Here, the colour codes they are used Bayon explains. Moreover, website mylanmeilleuresante. pedagogy is very important to,” Priscille Daurat-Godde, Mylan has created several fr, which is dedicated to both as it both facilitates the phar- Pharmacy Business Unit colour codes (per molecule, caregivers and patients. The macist’s substitution work and Marketing Director at Arrow, dosage strength, dosage form website offers tools to guide guides the patient every day. points out. An opinion also and pathology) to avoid medi- them in their care process: Thus, all the key information shared by François Douère cation errors. Out of the same a calendar for their medical is displayed on the box (name (Evolupharm): “The patients concern, the company prefers visits, a health directory, infor- of the laboratory and mole- mustn't be disturbed in their pre-cut individual blisters mation on various diseases cule, dosage strength, dosage habits.This is why we inspire that display all the manda- etc. Another initiative was form, quantity of tablets, the- ourselves from the colour and tory information, including the launched several years ago rapeutic indication and, on visual universe of brand name speciality name. Supported by and reinforced in 2018: helping the OTC drugs, the target). In drugs.” Each generic drugma- particularly innovative players the pharmacists with the pre- addition, there also are dedi- ker brings its own specificities. focused on the patient, the paration of the doses to admi- cated areas where the phar- Thus, Cristers, a spin-off from market only needs a higher nister (PDA) to outpatients macist can enter the regimen Welcoop Cooperative, offers a adhesion among the doctors by providing the former with and other mentions. If they unique graphic design for its and general public in order to a range of adapted medicines develop their own visual iden- contraceptive pills, which are find its rightful place. (bulk bottles, pre-cut indivi- tity, many of the pharmaceu- feminized through a vegetal *Gemme: the “Generics, Same dual blisters) so as to help tical companies in this sector frieze adapted to its target. Medicines” association represents the For its side, Mylan, just like professionals and manufacturers of the them prepare the pillboxes. find inspiration in the codes generic drugs and biosimilars sector. Janvier - 2019 Doses 74 / Le Magazine du Packaging des Produits de Santé