Effect of the Pharmaceutical Packaging form & Color on Indian Doctors – A Study on four Metro Cities

Indian healthcare market with a 30% growth is expected to propel the economy to the third highest in the world by 2050. The Indian market with over one billion people and over 75,000 brands has a need to offer a value added product to differentiate from the competitor. As the package is part of the product the pharmaceutical product is controlled by governmental regulation like patents and price, the product package form and color adds extra value to the product. This helps the doctor to differentiate the product in a crowded market.

Research shows that color & form affects the patients feeling about the medication; however there is a need to identify the perception effect of color and form of the pharmaceutical package on the doctors who prescribe the medication. This research survey on 400 doctors in the four Indian metro cities accounting for more than 60% of the market identifies these perceptions based on the distinct cultural identities of the metro cities and the niche targeting of the doctors based on their specialization helps formulate a strategic sales tool to enhance promotion and utility of the pharmaceutical package in a highly cluttered but important market.