Top 5 Design Tips for B2B Pharma Companies in 2022
Creative design: Q&A with Lynda Kendall.
The pharmaceutical industry is often associated with scientific research, drug development, and healthcare advancements. However, an often overlooked aspect of this industry is the role of creative design. Creative design in the pharmaceutical sector encompasses a wide range of disciplines, including packaging design, branding, user interface design etc. And creative design in the pharmaceutical sector does not exist in isolation but rather thrives through collaboration with other disciplines.
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Interdisciplinary collaborations involving designers, scientists, healthcare professionals, and patients can lead to groundbreaking innovations. By combining scientific knowledge with creative design thinking, novel solutions can be developed to address complex healthcare challenges.
Furthermore, collaboration with industrial designers and architects can lead to the creation of cutting-edge healthcare facilities and pharmacies that prioritize patient well-being and comfort. Creative design can contribute to creating therapeutic environments that reduce stress and anxiety, thereby positively impacting patient recovery and overall experience.
In this week’s post on Insights, Account Director, Anne Lawson, sits down with Orientation Marketing’s graphic design lead, Lynda Kendall, to discuss everything design for pharma. We also conclude with five design tips for pharma companies in 2022.
What kind of design support do B2B pharma clients need today?
I’ve seen a real shift to social media campaigns in recent years, and online interactive PDF brochures, although everything is designed so it can be printed if needs be. Now that conferences are back, there is a lot of collateral around them, stands, pop-ups, and advertising for the business.
Digital ad design – key pointers for B2B pharma companies?
Remember when producing digital design that some of the advertising space is much smaller than you probably need to get your message across. Make sure you only use your key points and try not to use long words on skyscraper ads - otherwise they will have to be in a tiny font. View the size of the ads online before booking them so you have an idea of how much space you have for your message. Call-to-actions should be short so they can be impactful. Try to keep transitions in GIFs down to a minimum so they don’t go over the spec size of the file.
Print ad design – key pointers for B2B pharma companies?
Check out your competition in the publication and see how other ads catch your eye - is it because of the detail, or because of the impactful design? Different markets need different advertising. Designers will always want to fit less text in so they can make things look nicer, so if you can try and cut back information to the essentials there is more room for design. If you have a lot of information, consider an advertorial space.
Brochure design – key pointers for B2B pharma companies?
Embrace the white space a brochure can offer you, especially if you are not constricted by page count if it’s online / pdf format. Lots of imagery is a useful tool to break up lots of scientific text, charts and graphs in pharma brochures, and you can also make a page more impactful by using pull-out quotes or by using iconography for key points. Make sure your headings and subheadings are clear and that all of your scientific information is correctly labelled.
How to stand out from the crowd?
Go wild! Look at what your competitors are doing, and do the opposite! Use impactful colours and see if you can pull key parts of your brand out to make it more bold. Is there a colour that is associated with your brand then use it – in my experience people love people - so sell to the people in the business and not the business itself.
Top 5 design tips for B2B pharma companies in 2022
Less is more.
Utilise your brand to the max.
Imagery is everything – it’s worth hiring a professional creative photographer to come and take some creative shots of your business for use in advertising.
Don’t be afraid of being different.
Keep your (human) customer in mind.
Packaging design plays a crucial role in the pharmaceutical sector, as it directly influences the user experience. Beyond its functional purpose of containing and protecting medications, packaging design can greatly impact patients' adherence to prescribed treatments. Creative design can help simplify instructions, improve readability and incorporate user-friendly features such as easy-open containers or color-coded labels.
Additionally, creative packaging design can aid in reducing medication errors and enhancing patient safety. By implementing intuitive visual cues and clear labeling, patients can easily identify their medications, understand proper dosage instructions, and be aware of any potential side effects.
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design (tips) in pharma
Creative design also plays a significant role in shaping branding and marketing strategies in pharma. With the increasing competition in the industry, effective branding is crucial for standing out in a crowded marketplace. Thoughtful logo design, appealing color schemes, and engaging visual elements are essential for creating brand recognition and establishing a strong brand identity.
In recent years, there has been a shift towards human-centric design in pharmaceutical branding. The focus has shifted from solely emphasizing the product to connecting with patients on a more emotional level. Creative design has the power to evoke empathy, compassion, and trust, which are vital in a sector that revolves around the well-being of individuals.
Innovation in healthcare technology has brought forth a plethora of digital solutions, ranging from mobile apps to wearable devices. User interface design plays a crucial role in ensuring these technologies are user-friendly and accessible to patients and healthcare professionals alike. Creative design thinking is instrumental in designing intuitive interfaces that enable seamless interactions and optimise user experiences.
Intuitive and visually appealing UI design enhances patient engagement and adherence to treatment plans. For example, medication reminder apps with well-designed interfaces can help patients manage their medications more effectively, leading to improved adherence and better health outcomes. Furthermore, creative design in electronic health records (EHRs) and healthcare management systems can improve workflow efficiency for healthcare providers, enabling them to focus more on patient care.
Creative design in the pharmaceutical sector is a powerful catalyst for positive change. From enhancing user experiences through packaging design to revolutionizing branding and marketing strategies, creative design has the potential to shape the future of healthcare. By embracing innovation, collaboration, and human-centric design principles, the pharmaceutical industry can elevate patient care, improve treatment adherence, and ultimately contribute to the overall well-being of individuals around the world.
For more on creative design in the pharmaceutical sectors, and how we can help you, visit our section on creative.