Articles
Understanding the Business Value of Unique Delivery Systems
As always, marketing companies today focus on the science when developing new products in pharmaceuticals, cosmetics and medicine. But more and more, they are also beginning to concentrate on creating unique delivery systems for their new products.
Now, marketers are focusing primarily on unique delivery systems to stand out from their competition, improve ease of use and overcome market barriers. By developing a unique delivery system, marketing companies can:
Differentiate a product from the competition: As many products enter the market with similar scientific formulas and results, a unique delivery system can help a product stand out. For instance, a company that supplies professional products to podiatrists needed to differentiate its product from the competition, and did so with a unique deliver system containing a premeasured dose with an enclosed dry applicator that provided an easy-to-use, safer option while also removing a barrier to entry. In another example, a mouth sore product featured an applicator system that was completely different from the squeeze tube products that dominated the market. By using a premeasured dosage system that allowed the customer to quickly and easily dispense the product, the marketing company quickly built market share and a long-term customer base.
Appeal to consumers with ease of use: By rethinking packaging in terms of what makes the product easier to use, a third party provider can design a delivery system that is convenient for end users. This ease of use will make consumers more likely to have a positive outcome and therefore more likely to repurchase the product. With the podiatry product, the design of the delivery system was critical in making the product easier to use, because it featured a premeasured system that eliminated concerns about contamination and spillage while the dry until point of use applicator safely contained this dangerous solution and allowed it to be applied accurately. For the mouth sore product, the applicator system also featured a premeasured dose system with the added benefit being easy and discreet to use on the go.
Overcome barriers to entry: Having a unique package can make it easier to break into the market with a new product and overcome barriers to entry. For instance, many products may have to meet compliance and safety standards before entering the market. The podiatry product provides a great example of how a delivery system can make a difference in these cases. The ingredients in the product are used to remove the excess skin during an ingrown toenail procedure, and based on this desire, the product was very aggressive and potentially dangerous for both the doctor and patient. The delivery system allowed podiatrists to safely treat their patients, whereas the product may have otherwise been considered too dangerous to use.
