Simply put, the "success" of
a medical device package is measured
by the satisfaction of its multiple
users. Defining the users and
balancing their wants-and-needs at
each link in the supply chain is a
complex, conflicted task. The
target market is world-wide in scope
and varies by infrastructure, culture
and practice. The distribution and
storage environments are as complex
and often more inconsistent. And
since the ultimate consumer never sees
the medical device package anyway,
how can one reasonably expect to gauge
success?
Since the users (manufacturing to
practitioner) have conflicting needs
and expectations, perhaps satisfaction
at all stages is unattainable. User "neutrality" might
be a more realistic outcome of a successful
medical device package. When
the user response ranges between dissatisfaction
and "It's OK", a neutral
response becomes the goal: no
surprises, no exceptions, intuitive
and consistent.
A successful medical package design
blends in, provides protection, communicates
clearly, and plays a specific, defined
role. As in a well-managed sporting
event, the coaches and players (Devices)
are the stars, and the officials (Packaging)
remain in a crucial, but ultimately
invisible supporting role.
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