GSK adapts Augmentin™ packaging to suit a range of patient needs and support its responsible use

One of the main drivers for the emergence of resistance is the misuse of antibacterial and antifungal medicines. When patients do not complete a full course of treatment, for example, this can contribute to the conditions that make medicines ineffective. 

Medicines prescribed or bought over the counter are more likely to be used appropriately if they come with high-quality information. Companies can adapt their brochures and packaging to help patients with this. Brochures might be written in local dialects, or pictograms may be used if illiteracy is an issue for the population. 

How does GSK demonstrate best practice?

Two-thirds of the companies in scope (11 of 17) make at least one adaptation. Very few make changes to consider multiple patient needs: Abbott and Pfizer have three, and three companies report two. GSK is the only company to take full account of the range of differing patient needs. 

GSK takes account of a range of identified needs to ensure it helps patients to use amoxicillin/clavulanic acid (Augmentin™) appropriately. GSK has considered language, ability to adhere to a regimen, environmental conditions, levels of literacy and paediatric use. No other company in scope has adapted its brochures and/or packaging in accordance with this range of needs. 

Augmentin™ is a widely used antibiotic, a type of penicillin that treats bacterial infections. For Mauritius, Angola and Mozambique, GSK has translated its patient knowledge card into French and Portuguese: this card also highlights information to help patients continue the course of the medicine as prescribed. For patients in Pakistan, a high-humidity environment, GSK has created a bespoke blister packaging with a lidding foil sensitive to moisture. In Gulf Cooperation Council regions with low levels of literacy, GSK deploys an AI-enabled chatbot that uses graphics in a smartphone application to educate patients. The company also offers oral suspensions and flavoured dosing syringes across 35 countries to help children take the medicine. 

Next Steps

No standards yet exist for the development and use of adaptations, but GSK demonstrates that it is possible to combine a range for optimal effectiveness. The Benchmark expects companies to be proactive and creative, and take steps to help patients use their medicines well. It looks for common-sense adaptations for all products where appropriate, and for commitment to future action.