Otrivin package made user-friendly for pharmacist & patient

Yewon Moon, Brand Manager, GSK Consumer Healthcare

Improve visual discernment though the ‘BlueRing’ design

Various products including pediatric·menthol Otrivins will be supplied to pharmacies within Q2 this year

Yewon Moon, Brand Manager, GSK Consumer Healthcare

One strong perception of allergic rhinitis is that its symptoms worsen during the change of seasons and then decrease in summer.

 

However, the large temperature difference between indoors and outdoors in summer due to excessive operation of air conditioners can dry out the mucous membranes and further weaken the immune system.

 

Topical decongestant nasal sprays are one of the most popular products sought by customers due to rapid symptom relief.

 

The spray constricts the blood vessels in the nasal mucosa to relieve symptoms of nasal obstruction to offer faster symptom relief than oral formulations and is effective in those who experience severe nasal congestion.

 

However, people are reluctant to use the spray formulation due to the risk of side effects that can occur if users do not follow the correct method of its use.

 

One well known side effect is rhinitis medicamentosa, or rebound congestion, which worsens the dryness in the nose and rhinitis.

 

For its proper use, topical decongestant nasal sprays should not be used more than 3 times a day (up to 2 times a day for oxymetazoline products) and should not be used for more than a week at a time in adult patients.

 

Also, a recovery period is required after its use for one week in a row.

 

GSK Consumer Healthcare Korea announced a package renewal plan for its leading nasal decongestant ‘Otrivin.’ Dailpharm met with Yewon Moon, Brand Manager at GSK Consumer Healthcare who has been working to deliver the correct method of use of nasal decongestants.

 

-Otrivin’s logo and the package have been renewed after 3 years.

 

Its strong visual consistency seems to be one of its leading features.

 

Could you introduce the changes? We used intuitive icons and vivid colors in the design.

 

Consumers can easily locate Otrivin thanks to the ‘BlueRing’ design, and the package is structured to provide easier and quicker understanding of the product's efficacy and effect.

 

Consumers would want to quickly find and purchase the product they need to relieve their nasal congestion.

 

Therefore, we focused foremost on how to improve the convenience of purchase for our consumers in our package renewal.

 

-What design element did you focus most on?? Of course, we considered each and every element in the process of renewing the package with a particular focus on the front design.

 

The BlueRing design in the front allows consumers and pharmacists to quickly locate the Otrivin brand.

 

The key focus of the renewal had been on clearly conveying the effects of each product.

 

-What did consumers respond best to in the consumer testing process?

 

Global test results showed that the consumers’ purchase intent increased because the new package provided a clearer understanding of each product’s effect.

 

Brand search rate has also increased, and the modern design of the package contributed to increasing the positive image of the product.

 

-I believe the new package will be useful not only for the consumers who purchase the product but on the pharmacy’s part as well.

 

How will pharmacies and pharmacists benefit from the renewed package? As the design change allows for clearer delivery of the effect of each product, I believe this would help pharmacists conduct easier medication counseling on which Otrivin should be used according to each patient’s age and symptom.

 

-When will it be released in Korea?

 

Where can we find the renewed version?

 

The period of each product’s release may differ somewhat, but we are preparing so that the renewed Otrivin 0.05% Pediatric, Otrivin Menthol 0.1%, Otrivin Baby Natural, and our newest product ‘Otrivin S’ can be found at pharmacies in Korea within the second quarter of this year.

 

For your reference, the package design renewal is being made as a global project, but the period of renewal in each country will be conducted sequentially, subject to each country’s situation.

 

-Do you have any other plans on providing support for pharmacies other than changing the package, with posters, etc.? We plan to improve access to Otrivin within pharmacies with the new package design during the change of seasons when an increasing number of consumers seek nasal decongestants.

 

With the colors more easily discernable than in the past, the new Otrivin package will aid consumers in selecting the product they need and stand out from other products on display at pharmacies.

 

Even when it is behind counters, pharmacists will be able to save the time that they had previously wasted looking for Otrivin due to the easily identifiable package.

 

Also, we are preparing communication with pharmacies to facilitate smoother medication counseling on Otrivin for consumers at pharmacies.