In media enhanced packaging a digital code is superimposed onto graphics on a carton. This code is read using the camera on a mobile device, such as an iPhone, allowing the user to access content selected by the manufacturer.
Eric Caro, global product manager, printed components group at Catalent Pharma Solutions, told in-PharmaTechnologist the industry has responded very positively to the technology. In particular, clients see younger consumers, who have grown up with the technology, as potential users.
Catalent is still waiting for a company to use the technology commercially but believes biopharm sees the potential. Applications for over-the-counter products include cross-branding, while for Rx products the technology can be used to link to videos explaining how to administer the drug.