El packaging i la comunicació dels medicaments


Oliva Galian, Marc


The main objective of this work is to analyze the packaging of medicines for human use from a marketing point of view to understand what is to be communicated and how this communication is carried out. In order to achieve this, it was first necessary to make a study of the legal theoretical aspect that regulates packaging from the point of view of the marketing department of a pharmaceutical company. Packaging, in addition to exercising the function of protection and containing the product, has the function of communication, which can generate emotions and behaviors depending on its design. Through the analysis and comparisons between different packages of common medicines, conclusions have been obtained that reveal the importance of packaging as a communicating element with end consumers.



Torrecilla Gumbau, Mònica


IQS SE - Undergraduate Program in Pharmacy