tim chesworth device & packaging technology team ... - ipac-rs · ipac-rs 2011 conference...

IPAC-RS 2011 Conference

IPAC-RS 2011 Conference: Bringing Value to

the Patient in a Changing World

March 2011 - Rockville, MD, USA

Tim Chesworth

Device & Packaging

Technology Team Manager


AstraZeneca is an innovative,

global business


We operate in a market that

is changing faster than at

any time in recent memory


We need to embrace change too


Millions don’t stay the course


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

Cluster 1

Cluster 2

Cluster 3

Oncology - Breast

Diabetes

Cardiovascular - Hypertension

Cardiovascular - Statin

Gastrointestinal - PPI

Oncology - Prostate

Neuroscience – Anti Psychotic

Respiratory - Asthma Inhaled CS

Respiratory - Asthma Bronchodilator

Cross-industry data from the US market, NDC HealthMost Dramatic Drop-off Between Months 1–4

Month

The scale of opportunity is huge

Adherence rates

across therapy classes


Fresh thinking


We need to make packaging

part of the treatment


It’s

just

one

lever


The message is clear


Remembering to

take medicines


“I have difficulty remembering the different times to take the different tablets.”

Organisation and control

Help people manage their illness and take medications as prescribed.


Challenges with portability


Make my life a little easier


Aesthetically

unappealing


This is the kind of ‘boxed-in’ thinking that dominates our industry


“That pack’s so good

looking I can reduce my blood pressure after

looking at it!”

Emotional engagement

Create attractive, informative packs that help people feel positive about their treatment.


Stay with me on the journey


MORALE

FREEDOM

REASSURANCE

Shock

Anger

Denial

Control

Moving on

(Depression)

Fear

Acceptance

DIAGNOSIS TIME

Understanding

TAKING

CONTROL

LEARNING TO LIVE

WITH MY ILLNESS

BEING TREATED AS

AN INDIVIDUAL

The patient journey


“I want to avoid miscommunicatingwith my doctor.”

Empowering feedback

Find ways of encouraging dialoguebetween patients and doctors.


Packs are for people


And people are frustrated…


Imagine how I feel


My medicines should fit in with my life.Not the other way round


I want to feel in control


Ways of emotional engagement


Talk to me visually

Colour

Type

Metaphor

Imagery

Illustration

Layout


Talk to me in a language I can understand

Language and vocabulary

Tone

My story

Clarity of information


Draw me a picture


Quality means safety and makes us believe


Me and my doctor need to keep talking


We’re squaring up

to the problems


We need to think harder


To be the industry leader for

serving patients and delivering

value through packaging

Our ambition:


Our success belongs to a cross functional team


Concepts are now reality


IPAC-RS 2011 Conference: Bringing Value to

the Patient in a Changing World

March 2011 - Rockville, MD, USA

Tim Chesworth

Device & Packaging

Technology Team Manager

tim chesworth device & packaging technology team ... - ipac-rs · ipac-rs 2011 conference...

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