This design presents all of the key information that a health professional needs for their patient consultation on one page. The information is separated out into distinct, numbered sections to help make the content easier to follow and use. More detail is provided on the back for patients who’d like a little more background information.

Trim in Six is a complementary support program for Reductil users.

Design that has been proven to work in testing produces far superior business outcomes once implemented. An example of this is the suite of Sudafed products which were launched in 2005. Within a year of implementation, the market share for the Sudafed range grew from 34% to 59.28%.

Several years ago, we helped to develop a new way of designing medicine labels. At the time we thought that we were improving the instructions on GSK’s Panadol label, however, since its implementation the design approach has been repeatedly mimicked by pharmaceutical companies, so much so that it has become somewhat of a design standard for medicine labels.

A list of tasks was developed that would lead a consumer to identify, select and use the medicine appropriately. We tested the old label to see whether it could be used for these tasks and used the evidence from testing to redesign the label. The results showed us the way a consumer needed the information presented to them, basically in the form of a long list, and the order that this list needed to be. It seems like an obvious approach, but at the time it wasn’t.

Since implementation most companies have adopted a similar approach to these highly usable and successful label instructions. This redesign was the winner of the inaugural Quality Use of Medicines Award.

Our Codral packaging redesign for Pfizer was introduced in 2006. Within 6 months Codral’s market share of total cold and flu products within Australia rose from 42.8% to 61.2%. There was no other marketing collateral.