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slide of 28
息 CRI 2015
CRI
1
 established 1985
 not-for-pro鍖t
 200 + organisations helped
 international reputation
 research
 publishing
 training
 advocacy
 advice
 communication.org.au for more information.
CRI
Communication Research Institute
slide of 28
息 CRI 2015
CRI
2
In a world full of information, CMI and medicine
packaging are just one more thing to read.
If they are not designed specifically for people,
the only contribution they make is to landfill.
Labelling lessons from communication research
slide of 28
息 CRI 2015
CRI
3
Labelling lessons from communication research
slide of 28
息 CRI 2015
CRI
Medicine labelling is regulated and includes:
Medicine containers
4
slide of 28
息 CRI 2015
CRI
Medicine labelling is regulated and includes:
Medicine containers
5
Consumer medicine information (CMI)
Packaging
slide of 28
息 CRI 2015
CRI
Medicine labelling is regulated and includes:
Medicine containers
6
Consumer medicine information (CMI)
Packaging
slide of 28
息 CRI 2015
CRI
Medicine labelling regulation: a brief history
19th Century USA  control substance quality
UK  control access
20th Century control marketing
control public health
21st Century help consumers
7
control
help!!
Regulators know a lot about control but very little about helping people.
slide of 28
息 CRI 2015
CRI
1991  Baume Report A question of balance
1992  DHHC Quality use of medicines (QUM) policy
1994  Writing about medicines for people: CMI
2004  ASMI labelling code of practice: Packaging
2015  ?
8
Medicine labelling in Australia
slide of 28
息 CRI 2015
CRI
9
Brief
Develop guidelines to enable
industry to help consumers
exercise their right to information
about medicines.
Guidelines and CMI must be highly
usable.
CMI available at pharmacy printer.
1994  Writing about medicine for people
slide of 28
息 CRI 2015
CRI
10
1994  Writing about medicine for people
Main outcomes:
comprehensive listing of
stakeholder-agreed tasks 
using CMI (chapter 12 WAMFP)
lead to CMI in which 80% of
literate users can 鍖nd and use
over 80% of what they look for
used as de facto standard
widely copied overseas
won awards.
slide of 28
息 CRI 2015
CRI
11
1994  Writing about medicine for people
Main outcomes:
comprehensive listing of
stakeholder-agreed tasks 
using CMI (chapter 12 WAMFP)
lead to CMI in which 80% of
literate users can 鍖nd and use
over 80% of what they look for
used as de facto standard
widely copied overseas
won awards.
performance-based
slide of 28
息 CRI 2015
CRI
12
1994  Writing about medicine for people
1. The name of the medicine
and the active ingredients
2. what it is used for and how it
works
3. factors to be considered
before taking the medicine
4. how to use the medicine
properly
5. other information that may
be important
6. unwanted e鍖ects
7. in case of overdose
8. storage conditions
9. where to go for further
information
10.sponsor of the product
11.date of information
Topic order in regulations
1. What is in this leaflet
2. What medicine is usedfor
3. Before you take it
4. How to use it
5. While you are using it
6. Side effects
7. After taking it
8. Product description
Guidelines top headings order
Strict temporal order 
gave best test results
Note that the position of 
ingredients has changed
slide of 28
息 CRI 2015
CRI
13
Brief
collaborate with all stakeholders
set performance requirements
set a high usability level
congruent with regulations
baseline measurement.
2004  ASMI labelling code of practice
slide of 28
息 CRI 2015
CRI
14
Outcomes
Stakeholder agreement
performance requirements set
baseline measurement  40%
set a high usability level
congruent with regulations.
2004  ASMI labelling code of practice
slide of 28
息 CRI 2015
CRI
15
Labelling 
performance 
requirements
highlighted text shows 
tasks concerned with 
di鍖erentiating between 
products in a brand
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息 CRI 2015
CRI
16
Labelling regulations TGO 69A 2004
slide of 28
息 CRI 2015
CRI
avoiding the rubbish bin
satisfying the reader.
17
Designing for reading
slide of 28
息 CRI 2015
CRI
credible to reader
respectful of reader
attractive to reader
physically appropriate for reader
socially appropriate for the reader.
18
Avoiding the rubbish bin
slide of 28
息 CRI 2015
CRI
appropriately usable by the reader
e鍖cient to use
leads to a productive outcome.
19
Satisfying the reader
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息 CRI 2015
CRI
20
How do pharmacy CMI perform?
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息 CRI 2015
CRI
21
criterion pharmacy cmi why?
credible dont know nobody asks
respectful dont know nobody asks
attractive no poor pharm. technology
physically appropriate no poor pharm. technology
socially appropriate sometimes not in鍖exible
usable yes tested
e鍖cient no poor pharm. technology
productive dont know nobody asks
How do pharmacy CMI perform?
slide of 28
息 CRI 2015
CRI
These CMI met all the criteria and were used
22
consumer
medicine
informat ion
CRIXIVAN
consumer
medicine
information
CRIXIVAN
(indinavir sulfate)
速 Registered Trademark of Merck & Co. Inc.Whitehouse Station NJ USA
crixivan
how to take
crixivan
how to take
continued continued
If you need to eat within a dose window make sure its
only small amounts of light food. crixivan is absorbed
well enough with small amounts of light food.
Examples of light food are dry toast
with jam,juice (exceptgrapefruit) and
co&ee with skim-milk and sugar, or
cornflakes with skim-milk and sugar.
Taking crixivan with a meal that is high
in calories, fat and protein reduces your
bodys ability to absorb the medicine
and in turn reduces its effectiveness.
You can indulge in high energy foods
outside the 3-hour dose window.
However, taking crixivan on an empty
stomach improves absorption.
This means noteating during the 3-hour
dose window.
ideal practice do noteat for two hours before and one
hour after taking your dose.
good practice if you need to eat during a 3-hour dose
window make sure its only small
amounts of light food.
unacceptable do noteat heavy food
what to take with it
The period around taking your capsules is the
dose windowwhen you must watch what
you eat and drink. Remember 3-2-1:
3 hour period made up of:
2 hours before each dose
1 hour after each dose
Swallow crixivan with a full glass of water or
other liquid.
Swallowing crixivan with water ensures
maximum absorption and effectiveness.
However, if you do notlike water,
crixivan can be swallowed with skim
milk,juice (exceptgrapefruit), coffee
or tea.
Do notdrink grapefruitjuice within a dose window.
Grapefruitjuice signi鍖cantly reduces the
absorption of crixivan, therefore
How do other CMI perform?
slide of 28
息 CRI 2015
CRI
23
CMI have not changed since 1994
many consumers do not read them
some pharmacists have never liked them
improve or abandon pharmacy distribution.
X
The fate of pharmacy CMI?
slide of 28
息 CRI 2015
CRI
24
Packaging: some measurable improvements
<B >0 9 0 2 6 9 E XP AP R 0 4
HOW TO USE PARACOL
Tablets How often
712 1/2  1 every 4 hours with water
maximum 4 in 24 hours
12Adults 1  2 every 4 hours with water
maximum 8 in 24 hours
If pain persists, or you exceed these doses, seek
medical advice. Over use can cause liver damage.
Suitable for:
Asthmatics sensitive to aspirin NSAIDs
Breastfeeding mothers
People with stomach ulcers
24 TABLETS
USE PARACOL FOR
Fast effective temporary relief of pain and
discomfort associated with:
Headache
Toothache
Cold & Flu
Migraine
Muscular Aches
Tension headache
Arthritis/Osteoarthritis
Backache
Period pain
Reduces fever
AFTER USE
Store below 30 C
DO NOT USE PARACOL
For children below 7, except on medical advice
For a long time without medical supervision.
If using other medicines containing paracetamol
If any of the seals on this package are broken
If the package use-by date above has expired
DO NOT USE PARACOL
EACH TABLET CONTAINS
500mg Paracetamol No glucose, lactose, or sugar
QUESTIONS/COMMENTS?
Call 1800 028 533
Freecall (Aus only)
Gallina & Dickinson
Pharmaceuticals
38 Works Road,
North Ryde
NSW 2100, Australia
GD 9 3 6 7 3 0 1 3
slide of 28
息 CRI 2015
CRI
Overall improvements across OTC products
25
benchmark proto 1 proto 2
product % N % N % N process used
1 81 21 - - - - followed CRI guidelines
2 42 19 81 21 100 9 followed CRI guidelines
3 - - 80 10 followed CRI guidelines
4 60 10 90 10 90 10 new product,
followed CRI guidelines
5 27 15 67 9 followed CRI guidelines
6 - - 100 5 new product,
followed CRI guidelines
7 17 6 17 6 did not follow guidelines
8 50 6 0 6 did not follow guidelines
9 83 10 90 10 followed CRI guidelines
10 17 10 83 10 followed CRI guidelines
11 62 8 100 10 followed CRI guidelines
12 - - 100 10 new product,
followed CRI guidelines
13 0 8 90 10
average % 49 88 95
slide of 28
息 CRI 2015
CRI
Thinking into the future: merging container, cmi & packaging
26
Child Resistance with Senior Needs
 Available in non-proprietary heat seal materials
from multiple vendors
 Ability to incorporate patient assistance options
 Repeated success in F-1
unit dose testing
 2010 HCPC Compliance
Package of the Year
ogy
aging
Reality
& Development to
on
rotocol
ns for:
Anderson Packaging
Packaging Technology
Secondary Packaging  MeadWestvaco Dosepak
Seven Years of Experience and Evolution
Capital Investment Exceeding $20 Million
Over 200 Million Dosepacks Produced
slide of 28
息 CRI 2015
CRI
27
Australian regulators want to go back 30 years & use FDA approach!!
FDA shows
what 
happens 
without 
a QUM 
policy
A
Temporal 
trip
To see an animation of the temporal trip go to: http://communication.org.au/implications-of-the-big-shift-2/
slide of 28
息 CRI 2015
CRI
28
thank you
david sless
d.sless@communication.org.au

More Related Content

David sless cri medicine labelling @ arcs 2015

  • 1. slide of 28 息 CRI 2015 CRI 1 established 1985 not-for-pro鍖t 200 + organisations helped international reputation research publishing training advocacy advice communication.org.au for more information. CRI Communication Research Institute
  • 2. slide of 28 息 CRI 2015 CRI 2 In a world full of information, CMI and medicine packaging are just one more thing to read. If they are not designed specifically for people, the only contribution they make is to landfill. Labelling lessons from communication research
  • 3. slide of 28 息 CRI 2015 CRI 3 Labelling lessons from communication research
  • 4. slide of 28 息 CRI 2015 CRI Medicine labelling is regulated and includes: Medicine containers 4
  • 5. slide of 28 息 CRI 2015 CRI Medicine labelling is regulated and includes: Medicine containers 5 Consumer medicine information (CMI) Packaging
  • 6. slide of 28 息 CRI 2015 CRI Medicine labelling is regulated and includes: Medicine containers 6 Consumer medicine information (CMI) Packaging
  • 7. slide of 28 息 CRI 2015 CRI Medicine labelling regulation: a brief history 19th Century USA control substance quality UK control access 20th Century control marketing control public health 21st Century help consumers 7 control help!! Regulators know a lot about control but very little about helping people.
  • 8. slide of 28 息 CRI 2015 CRI 1991 Baume Report A question of balance 1992 DHHC Quality use of medicines (QUM) policy 1994 Writing about medicines for people: CMI 2004 ASMI labelling code of practice: Packaging 2015 ? 8 Medicine labelling in Australia
  • 9. slide of 28 息 CRI 2015 CRI 9 Brief Develop guidelines to enable industry to help consumers exercise their right to information about medicines. Guidelines and CMI must be highly usable. CMI available at pharmacy printer. 1994 Writing about medicine for people
  • 10. slide of 28 息 CRI 2015 CRI 10 1994 Writing about medicine for people Main outcomes: comprehensive listing of stakeholder-agreed tasks using CMI (chapter 12 WAMFP) lead to CMI in which 80% of literate users can 鍖nd and use over 80% of what they look for used as de facto standard widely copied overseas won awards.
  • 11. slide of 28 息 CRI 2015 CRI 11 1994 Writing about medicine for people Main outcomes: comprehensive listing of stakeholder-agreed tasks using CMI (chapter 12 WAMFP) lead to CMI in which 80% of literate users can 鍖nd and use over 80% of what they look for used as de facto standard widely copied overseas won awards. performance-based
  • 12. slide of 28 息 CRI 2015 CRI 12 1994 Writing about medicine for people 1. The name of the medicine and the active ingredients 2. what it is used for and how it works 3. factors to be considered before taking the medicine 4. how to use the medicine properly 5. other information that may be important 6. unwanted e鍖ects 7. in case of overdose 8. storage conditions 9. where to go for further information 10.sponsor of the product 11.date of information Topic order in regulations 1. What is in this leaflet 2. What medicine is usedfor 3. Before you take it 4. How to use it 5. While you are using it 6. Side effects 7. After taking it 8. Product description Guidelines top headings order Strict temporal order gave best test results Note that the position of ingredients has changed
  • 13. slide of 28 息 CRI 2015 CRI 13 Brief collaborate with all stakeholders set performance requirements set a high usability level congruent with regulations baseline measurement. 2004 ASMI labelling code of practice
  • 14. slide of 28 息 CRI 2015 CRI 14 Outcomes Stakeholder agreement performance requirements set baseline measurement 40% set a high usability level congruent with regulations. 2004 ASMI labelling code of practice
  • 15. slide of 28 息 CRI 2015 CRI 15 Labelling performance requirements highlighted text shows tasks concerned with di鍖erentiating between products in a brand
  • 16. slide of 28 息 CRI 2015 CRI 16 Labelling regulations TGO 69A 2004
  • 17. slide of 28 息 CRI 2015 CRI avoiding the rubbish bin satisfying the reader. 17 Designing for reading
  • 18. slide of 28 息 CRI 2015 CRI credible to reader respectful of reader attractive to reader physically appropriate for reader socially appropriate for the reader. 18 Avoiding the rubbish bin
  • 19. slide of 28 息 CRI 2015 CRI appropriately usable by the reader e鍖cient to use leads to a productive outcome. 19 Satisfying the reader
  • 20. slide of 28 息 CRI 2015 CRI 20 How do pharmacy CMI perform?
  • 21. slide of 28 息 CRI 2015 CRI 21 criterion pharmacy cmi why? credible dont know nobody asks respectful dont know nobody asks attractive no poor pharm. technology physically appropriate no poor pharm. technology socially appropriate sometimes not in鍖exible usable yes tested e鍖cient no poor pharm. technology productive dont know nobody asks How do pharmacy CMI perform?
  • 22. slide of 28 息 CRI 2015 CRI These CMI met all the criteria and were used 22 consumer medicine informat ion CRIXIVAN consumer medicine information CRIXIVAN (indinavir sulfate) 速 Registered Trademark of Merck & Co. Inc.Whitehouse Station NJ USA crixivan how to take crixivan how to take continued continued If you need to eat within a dose window make sure its only small amounts of light food. crixivan is absorbed well enough with small amounts of light food. Examples of light food are dry toast with jam,juice (exceptgrapefruit) and co&ee with skim-milk and sugar, or cornflakes with skim-milk and sugar. Taking crixivan with a meal that is high in calories, fat and protein reduces your bodys ability to absorb the medicine and in turn reduces its effectiveness. You can indulge in high energy foods outside the 3-hour dose window. However, taking crixivan on an empty stomach improves absorption. This means noteating during the 3-hour dose window. ideal practice do noteat for two hours before and one hour after taking your dose. good practice if you need to eat during a 3-hour dose window make sure its only small amounts of light food. unacceptable do noteat heavy food what to take with it The period around taking your capsules is the dose windowwhen you must watch what you eat and drink. Remember 3-2-1: 3 hour period made up of: 2 hours before each dose 1 hour after each dose Swallow crixivan with a full glass of water or other liquid. Swallowing crixivan with water ensures maximum absorption and effectiveness. However, if you do notlike water, crixivan can be swallowed with skim milk,juice (exceptgrapefruit), coffee or tea. Do notdrink grapefruitjuice within a dose window. Grapefruitjuice signi鍖cantly reduces the absorption of crixivan, therefore How do other CMI perform?
  • 23. slide of 28 息 CRI 2015 CRI 23 CMI have not changed since 1994 many consumers do not read them some pharmacists have never liked them improve or abandon pharmacy distribution. X The fate of pharmacy CMI?
  • 24. slide of 28 息 CRI 2015 CRI 24 Packaging: some measurable improvements <B >0 9 0 2 6 9 E XP AP R 0 4 HOW TO USE PARACOL Tablets How often 712 1/2 1 every 4 hours with water maximum 4 in 24 hours 12Adults 1 2 every 4 hours with water maximum 8 in 24 hours If pain persists, or you exceed these doses, seek medical advice. Over use can cause liver damage. Suitable for: Asthmatics sensitive to aspirin NSAIDs Breastfeeding mothers People with stomach ulcers 24 TABLETS USE PARACOL FOR Fast effective temporary relief of pain and discomfort associated with: Headache Toothache Cold & Flu Migraine Muscular Aches Tension headache Arthritis/Osteoarthritis Backache Period pain Reduces fever AFTER USE Store below 30 C DO NOT USE PARACOL For children below 7, except on medical advice For a long time without medical supervision. If using other medicines containing paracetamol If any of the seals on this package are broken If the package use-by date above has expired DO NOT USE PARACOL EACH TABLET CONTAINS 500mg Paracetamol No glucose, lactose, or sugar QUESTIONS/COMMENTS? Call 1800 028 533 Freecall (Aus only) Gallina & Dickinson Pharmaceuticals 38 Works Road, North Ryde NSW 2100, Australia GD 9 3 6 7 3 0 1 3
  • 25. slide of 28 息 CRI 2015 CRI Overall improvements across OTC products 25 benchmark proto 1 proto 2 product % N % N % N process used 1 81 21 - - - - followed CRI guidelines 2 42 19 81 21 100 9 followed CRI guidelines 3 - - 80 10 followed CRI guidelines 4 60 10 90 10 90 10 new product, followed CRI guidelines 5 27 15 67 9 followed CRI guidelines 6 - - 100 5 new product, followed CRI guidelines 7 17 6 17 6 did not follow guidelines 8 50 6 0 6 did not follow guidelines 9 83 10 90 10 followed CRI guidelines 10 17 10 83 10 followed CRI guidelines 11 62 8 100 10 followed CRI guidelines 12 - - 100 10 new product, followed CRI guidelines 13 0 8 90 10 average % 49 88 95
  • 26. slide of 28 息 CRI 2015 CRI Thinking into the future: merging container, cmi & packaging 26 Child Resistance with Senior Needs Available in non-proprietary heat seal materials from multiple vendors Ability to incorporate patient assistance options Repeated success in F-1 unit dose testing 2010 HCPC Compliance Package of the Year ogy aging Reality & Development to on rotocol ns for: Anderson Packaging Packaging Technology Secondary Packaging MeadWestvaco Dosepak Seven Years of Experience and Evolution Capital Investment Exceeding $20 Million Over 200 Million Dosepacks Produced
  • 27. slide of 28 息 CRI 2015 CRI 27 Australian regulators want to go back 30 years & use FDA approach!! FDA shows what happens without a QUM policy A Temporal trip To see an animation of the temporal trip go to: http://communication.org.au/implications-of-the-big-shift-2/
  • 28. slide of 28 息 CRI 2015 CRI 28 thank you david sless d.sless@communication.org.au