Analysis on the packaging and advertising of the h

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OTC drugs: analysis of packaging and advertising (Part 1)

drug classification management is a major event in China's development of medical and health undertakings, medical system reform and drug supervision and management, and in line with international standards; It is a major measure to ensure the convenience, safety and effectiveness of people's medication. The author discusses the teaching and practice of drug advertising, the essential attributes of OTC drugs, the functions and characteristics of drug packaging advertising, and tries to explain how to effectively combine the characteristics of ORC drugs, take brand building as the core, apply drug packaging and advertising, scientifically, reasonably and normatively guide drug use, change people's drug use concepts, and promote the production and sale of OTC drugs

I. essential attributes and characteristics of OTC drugs

otc drugs are over the counter. It refers to drugs that do not need a doctor's prescription and are judged, purchased and used by consumers themselves. Its essence is drugs, which have the dual attributes of drugs and commodities. Its special commodity attributes are relatively stronger than prescription drugs. Prescription drugs must be purchased and used according to the doctor's prescription, while over-the-counter drugs are drugs for the treatment of relatively minor diseases that have been observed and used for a long period of time, have definite curative effect and high safety, and are easy for consumers to judge the symptoms and choose to use

dividing drugs into prescription drugs and over-the-counter drugs according to drug varieties, specifications, indications, doses and routes of administration is a scientific management method for drug circulation, and it is by no means to equate OTC drugs with general commodities. In order to scientifically and reasonably guide drug use and promote drug production and sales, it is necessary to study and publicize the following characteristics of OTC drugs:

1, O, and still fail to reach a consensus on the specific matters of the implementation of the cooperation scheme. The popularity of TC drugs

the target market of drugs is to directly face the general public and directly launch them in front of drug consumers, also known as mass drugs or self medication. Therefore, OTC drugs show more characteristics of consumer goods. They are a kind of drug goods that need to be promoted through marketing. Consumers pay more attention to their quality, indications, efficacy and price. In order to facilitate consumers to better understand Luoying OTG drugs, the state allows OTC drugs to be advertised in the mass media after approval. However, prescription drugs are the main drugs used to prevent, treat and diagnose diseases. They can only be used by doctors after treatment. Patients do not need to understand the principles of prescription and treatment. Prescription drugs are only allowed to be advertised in medical professional newspapers and magazines

in order to help guide drug use and promote sales, OTC drug manufacturers have the obligation to make full use of advertising media to publicize enterprises and products, disseminate OTC drug information and common sense of scientific drug use, and change people's concept of drug use; On the other hand, we should adapt to the needs of modern marketing, establish and improve the vertical marketing system and horizontal marketing system, and carefully operate the completed modern marketing network according to the requirements of each customer, so as to facilitate the popular purchase of OTC drugs. For this reason, the state divides OTC drugs into class A and class B, and allows class B drugs to be sold in supermarkets and non pharmaceutical commercial enterprises. It can also allow OTC drugs to enter medical machinery. Doctors can prescribe drugs according to the patient's condition in hospitals, or use them in inpatients according to the doctor's advice

2. Special commodity packaging of OTC drugs

otc drugs are packaging goods that are often purchased repeatedly, Sometimes referred to as fast-moving consumer goods (MCG for short). In view of safety, rational drug use and the operation conducive to consumer identification, and in consideration of the supervision and management conducive to the drug administration law enforcement personnel, the state stipulates that the drug administration department shall issue the registration certificate for the review of OTC drugs Within 12 months from the date of, the drug label, instruction manual, inner package and outer package must be printed with the proprietary logo of OTC drugs. Drugs without the proprietary logo of over-the-counter drugs shall not be allowed to leave the factory. The proprietary labels of over-the-counter drugs a and B classified according to the regulations must be printed and used according to the coordinate proportion and color code published by the State Drug Administration

3. Brand recognition of OTC drugs

due to the popularity of OTC drugs, most of them are mature in production process, do not have the competitive advantage in patented technology, there are many similar products, and the market is becoming more and more similar. Often the same product has many brands. Consumers generally have strong brand awareness and brand selectivity in order to buy high-quality and efficient drugs. Manufacturers should pay special attention to the study of this characteristic. All corporate behaviors should focus on ensuring product quality and corporate reputation, and building and cherishing brands

4. OTC drugs and prescription drugs are interactive

the first batch of national OTC drug catalogue published in June1999 stipulates that some drugs have only the attribute of OTC drugs. After obtaining the OTC drug review and registration certificate, they are packaged and produced according to the approved labels and instructions; On the other hand, we should give priority to the development of the new generation of information technology industry and new material industry drugs before they can be included in the OTC drug management; Drugs that have not obtained OTC drugs but are produced and used in accordance with the original approved operating instructions are still used as prescription drugs. The 40 active ingredients of Western Medicine (excluding 25 active 'i`} ingredients of limited compound preparations) are "limited" varieties, i.e. "limited indications, limited dose and limited course of treatment" Drugs with approved labels and operating instructions and those produced in strict accordance with the requirements of inner and outer packaging of drugs can be used as OTC drugs within the limits of preparation specifications and after obtaining the registration certificate. These drugs will bring great development opportunities for enterprises, and the drugs that are not within the limits of the preparation specifications and within the limits of the preparation specifications but are still produced and used according to the original approved instructions can still be used as prescription drugs. When prescription drugs are converted to OTC drugs, the adaptation and dosage of the two drugs are sometimes not completely consistent. For example, as a prescription drug, ibuprofen is mainly used to treat rheumatoid arthritis and osteoarthritis. The maximum daily dose is 2400mg, which can be taken for a long time, while OTC ibuprofen is only used to treat headache, rheumatism, toothache, cold and influenza fever. The maximum daily dose is 1200mg, which can only be taken for a short time

5. The difference in the action intensity between OTC drugs and prescription drugs

the classified management of drugs in China began to be implemented on January 1, 2000. The market segmentation and consumption structure of OTC drugs are not clear enough. However, from the perspective of the world OTC drug market, c-sting drugs are generally divided into nutrients (such as vitamin, weight loss drugs, etc., accounting for about 19.4% of the OTG market), cough and cold (accounting for 17.2%), skin health care (accounting for 17.1%), antipyretic and analgesic (accounting for 14.6%), Gastrointestinal drugs and digestive AIDS (11.8% a). Most of these drugs have been proved by long-term clinical pharmacology to be safe and reliable with little toxic and side effects. For example, according to 717 adverse drug reaction reports from 26 hospitals in recent years, China's adverse drug reaction monitoring center found that prescription drugs such as antibiotics accounted for 89. 7% 4%. OTC drugs account for 10 It can be seen from this that, compared with prescription drugs, OTC drugs have the characteristics of safe application, exact curative effect, stable quality and convenient use

c the dynamic nature of drugs

otc drugs is a dynamic medication system. On the one hand, some generic drugs with significant efficacy (prescription drugs with expired patents) have been converted into OTC drugs through legal application procedures and approval, and even some new prescription drugs (NEC drugs) within the patent period have been approved to have OTC drug status, such as famotide a; E. Beclomethasone, piroxicam cream, etc; On the other hand, there will always be some. Lower C drugs will be eliminated from the market due to efficacy, demand and other reasons

II. Packaging characteristics and significance of OTC drugs

(I) packaging requirements and characteristics of OTC drugs

in view of the above essential attributes of OTC drugs and their differences and characteristics with prescription drugs, which determine the production, sales and drug safety of OTC drugs, the internal and external packaging, identification and instructions shall have the following provisions, requirements and characteristics:

1 The wording must be accurate, detailed and easy to understand without any misleading ambiguity. The instructions must be eye-catching, and should be detailed and clearly marked with the precautions that consumers should know about medication time, overdose warning, quality tips, adverse reactions, safe life of special people, etc

c each retail or basic use unit package of drugs must be attached with labels and instructions, and the manufacturer and distributor must be indicated. The package of the small volume sales unit developed to meet the needs of the OTC drug market and facilitate use must also be printed with brief descriptions, such as drug name, content, dose and manufacturer

c the patterns of special drug identifications are different according to class A and class B. Class a OTC drugs use the special red logo m100y100 as a guide sign for OTC drugs and the role, management and use of drugs, while class B uses the green c100m50 ya70 as a sign. When using the proprietary label, the drug use manual and its commercial large package as a kind of packaging material can be printed in single color, and the label and other packages must be printed in accordance with the color code requirements published by the State Drug Administration. In case of monochrome printing, the words "class a" or "class B" must be indicated. The label, instruction manual, inner package and outer package of OTC drugs shall be printed in an integrated way. The size can be set according to actual needs, but must be eye-catching, clear and in line with the coordinate proportion specified by the state. OTC drug labels, instructions and packages of each basic sales unit must be printed with the generic drug name and trade name in Chinese, and the upper right corner shall be used as the fixed position of OTC drug identification

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