SECONDARY PACKAGING DEVELOPMENT Biological Pharma Sciences

NEW CIMZIA® PACKAGING SOLUTION AIMING TO TOUCH AND IMPROVE THE LIFE OF ARTHRITIS PATIENTS Columbus Award for Compliance Enhancing Packaging Design 2015

UCB, a global biopharmaceutical company focused on severe diseases, aims to impact patients’ lives by translating superior insights into patient value. Everything we do starts with one simple question: “How can we create more value for people living with severe diseases ?” >

ABOUT UCB

OUR VISION

To design and deliver creative, innovative packaging solutions that aim to connect to Patients on a functional and emotional level >

To give life to ideas that matter for, and have enduring impact on, the life of Patients >

To discern what truly matters to Patients, and deliver packaging solutions inspired by actionable insights >

THE 6 PILLARS OF UCB PACKAGING DESIGN STRATEGY

#1 SIMPLIFY LIFE. The world today is an endless

information overload. People are overwhelmed and craving for peaceful zones, somewhere to reload and recharge. There is a growing need for simple packaging experiences, all for a better or more efficient everyday life of Patients.

#2 CONNECTION. Emotional connection helps build trust

in pharma products, and can be just as important as a product's functional characteristics. More brands are creating packaging with Patient experiences and insights embedded throughout the entire usage journey. It has become a must to create experiences by focusing on the moments that matter the most to Patients, emotionally.

#3 GOING GREEN. People demand more green, and are aware of the radical change needed for a sustainable planet. They are increasingly attracted by brands that associate with responsible environmental approaches. But this is not enough, and the brands must also make it easy for the consumers to do the right thing. There has been too much confusion around packaging and sustainability, and now is the time for a change. Trend Characteristics: inspired by the biology of nature, carbon neutral.

#4 BE DIFFERENT. The brands are always looking

for ways to differentiate from the competition. But success doesn’t come from being different for the sake of it. If the package solution does not connect with Patients or users needs and expectations, it will fail.

#5 ADDED VALUE. The perceived value of a product can

be just as powerful as the actual value, and packaging can help elevate perceived value. Packaging can add value by improving the Patients “unboxing experience”, making use of the product more effective, more enjoyable, easier and more convenient. Packaging designs or solutions need to stand out and offer secondary benefits.

#6 PURE. Pure is a trend where brands are

looking to create pure, highly minimal packaging designs or solutions. It is a selective creativity, using limited design elements and simplicity to make an impact.

RA SYMPTOMS (*)

Rheumatoid Arthritis (RA) is a chronic inflammatory disorder that typically affects the hands and lining of the joints, causing a painful swelling that can eventually result in bone erosion and joint deformity.

(*) Cimzia has wider indications than just RA. RA is just one of the patient groups that is helped with Cimzia.

“I would use a knife to cut it, I always use a knife at

home”

“Struggling, very difficult to open, struggling with the seals”

11 out of 12 patients found this packaging difficult to

open

“It got stuck on the perforations”

The volume of printed materials exerts too much

pressure on the current seal perforations (creating

complaints on the markets). seal perforations

need to be reinforced. Secondary packaging can be improved to take into account reduced dexterity experienced by RA patients

THE CURRENT PACKAGING SOLUTION

“No instructions or aid with how to open. Not

obvious where to start”

“A flap would make it easier, give grip”

Need for more attention to design and finish

Visual identity. Current package solution does not

connect with Patients

Patients found it hard to get the Medication Guide out of the left panel and

impossible to get it back in

3 patients found it hard to get the PIL back in

Assembly process is 100% manually done. Current design does not allow automation of

the current process

FROM INITIAL DESIGN CONCEPT

TO INDUSTRIALIZATION

20 IMPROVED OR NEW INNOVATIVE DESIGN FEATURES INSPIRED BY ACTIONABLE PATIENTS INSIGHTS

1. MORE ROBUST DESIGN WITH MORE FUNCTIONALITIES

2. PATIENT VALUE. SETTING THE TREND AND CHALLENGING DESIGN RULES

3. CIMZIA UNIQUE UNBOXING EXPERIENCE. NOT ONLY DESIGNED FOR THE PATIENTS – ALSO DESIGNED WITH THEM

4. PERFECT FINISH, INSPIRED BY THE JAPANESE SENSE OF QUALITY (BEAUTY, TECHNICAL PERFECTION, ELEGANCE)

5. FOLDED FLAP (OPENING AID) IS ADDED ON THE FRONT PANEL AND ADOPTS PATIENT CENTRIC DESIGN FEATURES

6. BUILDING RELATIONSHIP WITH PATIENTS. A THUMB CUT-OUT IS ADDED AS ALTERNATIVE MODE OF OPENING

7. VERY EASY AND INTUITIVE RECLOSING FEATURE (VELCRO) FULLY INTEGRATED INTO THE CARTON DESIGN

AND INTEGRATED INTO THE PLASTIC TRAY

8. “FEEL SECURE” FACTOR IS NOW INTEGRATED. NEW AUTHENTICATION VERIFICATION FEATURES ADDED AT THE HIGHEST LEVEL OF SOPHISTICATION

9. COMPLIANCE TO UPCOMING FMD. TAMPER-EVIDENCE VERIFICATION FEATURES ARE VISIBLE AND EASY TO OPEN (PERFORATED LABEL)

10. BRINGING INTELLIGENCE INTO PACKAGING. SPECIAL PERFORATIONS DESIGN ENABLING SAFER AND POSITIVE USE OF THE PRODUCT

11. COMPLIANCE TO UPCOMING FMD. FOCUSING ON PATIENT SAFETY (ANTI-TAMPERING AIDS ADDED)

12. IMPROVED LABELLING TO REINFORCE IMMEDIATE UNDERSTANDING OF THE CORRECT OPENING MODES

13. PATIENT INSIGHTS AS DRIVER FOR INNOVATION. ACCESS TO THE SYRINGES IS NOW EASIER

14. CREATING THE REAL VALUE THROUGH HIGH ATTENTION TO DETAILS THAT MATTER TO PATIENTS

15. ADDED LITERATURE NOW CORRECTLY HELD IN PLACE. LOGICAL DESIGN ALLOWS FOR EASY, IMMEDIATE ACCESS TO LITERATURE

16. REDUCED DEMAND ON DEXTERITY. REPOSITIONING OF PATIENT LEAFLET NOW OBVIOUS, EASY

17. PATIENT LEAFLET IS COMPLETELY REDESIGNED IN ORDER TO MEET CONSTRAINTS RELATED TO INCREASING TEXTS, MULTI-LINGUAL PACKS OR READABILITY REQUIREMENTS

18. MORE PATIENTS DEMAND MORE GREEN AND RESPONSIBLE DESIGNS

USABILITY AND ECOLOGICAL FOOTPRINT REVIEWED. WITH SOME 25% LESS CARDBOARD SURFACE USED

19. PACKAGING SOURCED FROM RECYCLED MATERIAL. RESPONSIBLE DESIGN

20. SUPPLY. NEW “BOOK STYLE” CARTON DESIGN NOW ALLOWS FOR A FULLY AUTOMATED ASSEMBLY PROCESS

PASSIONATE ABOUT WHAT WE DO. INSPIRED BY PATIENTS. THE DESIGNER

CECILE ZIMMERMANN. PASSION BEHIND EXPERTISE

Tarek ZAOUK Head of Packaging Production

Jacques THIELENS Automation Expert

Robert TAVERNIERS Production Maintenance

Christophe MAMOLO Production Launches

Olivier POTEZ QA Packaging Production

Jean-Marc DECOCK Pharma Project Engineering Isabelle LONGE

Head of Production Line

MAKING IT HAPPEN. THE TECHNICAL TEAM BEHIND

Thank you !

RONDO – UNFOLD THE FUTURE.

Your partner for innovative Pharma Packaging.

RONDO – UNFOLD THE FUTURE.

RONDO – UNFOLD INNOVATION.

Innovative packaging development for secondary packaging, special folding boxes and project management.

Consulting for greater economy and functionality.

Tailored to your requirements.

EFFICIENT PACKAGING - EFFICIENT PROCESSES.

Rondo: Part of Medipak Systems, the Körber Group´s business area pharma systems.