Rome, April 13 (beraking latest news Salute) – A new improved graphics, clearer and able to facilitate the recognition of drugs, with the aim of favoring an increasingly correct and conscious intake. Teva, a leading pharmaceutical company in equivalent and biologics, presented today at the digital talk ‘Teva for you. When design is at the service of health ‘, within the 2021 edition of the Fuorisalone, the new graphic design of its packaging and launched an information campaign -‘ Teva for you ‘- on traditional media and on the web, to present the novelty of the restyling, developed starting from ad hoc surveys on the needs of patients and healthcare professionals: 4 thousand people listened to in the world, 400 in Italy.
It was an approach, as Umberto Comberiati, Teva Italia Business Unit Head explained during the meeting, “based on design thinking, with planning as a precious lever of innovation, that made the difference. Hence the choice of company to focus on the Fuorisalone, one of the most anticipated and prestigious appointments in the world of design on an international scale, as a launching platform for an unusual positioning in the pharmaceutical field “. The ‘Teva per te’ campaign, which starts today on the main newspapers and digital channels, “expresses the desire to be ever closer to patients and, working together with doctors and pharmacists, to give immediate answers to issues such as therapeutic adherence, management of chronicity and appropriateness of use. Even through a package that speaks clearly “, added Comberiati.
In Teva “the goal we set ourselves every day is to innovate to create value for patients and for our partners in the healthcare system. And we do it by listening to all those unmet needs, not only today, but also looking for to predict those of tomorrow, because our stakeholders are at the center of all our decisions “, says Hubert Puech d’Alissac, CEO of Teva Italia. “The improvement of the graphics of our packaging – he added – arises precisely from this drive to continue to innovate and improve the lives of those around us, which has always been intrinsic in the DNA of our company, with the ultimate goal of allowing patients to have a greater understanding and awareness of the therapy they are taking and therefore to encourage greater adherence “.
According to Claudio Cricelli, national president of the Italian Society of General Medicine and Primary Care (Simg), who spoke at today’s presentation, “chronic therapies are used by elderly patients with multimorbidity and multiple therapy. The easy recognition of the package and its contents, the continuity of the external appearance has the same importance as the quality of the composition and the production quality. We support every initiative that improves the recognisability of the drug, its identifiability and its dosage, favoring the continuity, adherence and persistence of the therapy “.
Fiorenzo Corti, deputy national secretary of the Italian Federation of General Practitioners (Fimmg), explained that “as a family doctor, I express appreciation for the concepts of listening and trust that have characterized the process of creating the new graphics for drug packaging. Teva. Listening and trust distinguish our daily professionalism, as trusted doctors of the people who have freely chosen us and as doctors who make listening one of the main drivers of their clinical activity “. For his part, Antonio Gaudioso, national president of Cittadinanzattiva, appreciated the initiative “because working on design and on the possibility of better identifying the product is a strong element for both safety and information for citizens, two aspects that they are very dear to the heart and accompany the dialogue and the relationship of trust, which is essential, with the referring doctor “.
For Alfredo Procaccini, deputy vice president of Federfarma, the Teva initiative “is extremely valuable both because it meets the information needs of citizens and because it constitutes a valid support for the information and guidance activities carried out by pharmacies”. Finally, Maria Ernestina Faggiano, of the board of directors of the Italian Society of Hospital Pharmacy (Sifo), recalled that “for the hospital pharmacist, the packaging of medicines represents one of the tools for managing clinical risk, in particular when dealing with high-risk drugs; patient safety is a priority for the NHS and correct drug management, including through improvements in packaging, can prevent errors during drug therapy “.