Pharmaceutical packaging is playing an increasing role in patient–centric care. The integration of smart 2D codes and connected digital platforms can provide a direct link between pharma manufacturers, healthcare providers, and patients.

As Bart Vansteenkiste explains, pharmaceutical packaging is not the end point of production but the starting point for more connected, patient-centric care…

Rethinking patient information leaflets

There is a growing recognition that pharma packaging design could play a key role in improving patient safety. For many patients, especially those managing multiple medications, the traditional patient information leaflet can be a source of frustration.

Complex language, lengthy instructions, and inconsistent translations can be confusing, contributing to avoidable risks in medication use. Recent research by the Western University of Health Sciences and Southern Illinois University Edwardsville, USA, underlines the value of rethinking the leaflet format. Comparing electronic product information leaflets (ePIL) with traditional printed versions, the controlled study confirmed that ePIL significantly outperformed print on key criteria, including  comprehension, convenience, and visual appeal.

Comprehension scores were markedly higher, particularly among patients with lower health literacy, highlighting the value of simplified language and intuitive design in improving understanding.

Digital leaflets can also enhance patient engagement. A simple scan of a smart 2D code on pharmaceutical packaging enables patients to access up-to-date, clear, and intuitive information in their preferred language. Additional features, such as instructional videos or audio leaflets, can further support understanding across diverse patient populations.

Supporting care through smarter connections

Connected packaging – achieved by embedding smart 2D codes that link to live data sources into pharma packaging design – can also improve patient safety throughout the healthcare system and overcomes traditional gaps in communication, from prescribing to dispensing. Providing healthcare professionals with easy access to the most current, batch-specific information on demand, helps to prevent the use of outdated instructions and promotes safer prescribing and dispensing decisions.

From a broader system perspective, connected packaging can also strengthen supply chain management. An efficient inline digital pharma packaging printing system can print richer, standardised data on every pack, supporting faster responses to recalls, improved product tracking and greater accuracy in dispensing. This combination of improved patient-level safety and supply chain efficiency demonstrates the broader value of connected packaging.

Momentum for change

While the benefits of connected packaging – from improved comprehension to enhanced safety – are increasingly clear, the shift toward digital solutions is not just theoretical. Across the pharmaceutical industry, stakeholders are actively exploring and implementing these innovations, signalling a broader momentum for change.

There is a growing commitment to connected packaging throughout the industry. In early 2025, leading European pharmaceutical trade associations recommended a phased rollout of the ePIL, proposing the removal of paper leaflets within four years. A proposal from the European Federation of Pharmaceutical Industries and Associations (EFPIA) highlights the benefits of ePIL in improving accessibility through language customisation, multimedia content, more timely updates, and environmental sustainability. Furthermore, a study by GS1 confirms 82% of brand owners are in favour of transitioning to data-rich 2D codes, with many retailers aiming for this shift by 2027.

While the case for modernising patient information through digital, connected packaging is strong, it is vital to recognise that digital solutions are not yet universally accessible. Patients may lack internet access, a smartphone, or simply find themselves without a working device when critical dosage or safety information is needed. In the medium term, there is justification for printed and digital leaflets to coexist – ensuring inclusivity and safety while embracing the advantages of connected, patient-centric packaging.

Conclusion: Packaging as a platform for patient care

Connected packaging represents a significant step towards patient-centric healthcare. As digital tools become more embedded in healthcare, patients are increasingly taking an active role in managing their treatment. As one of the most consistent and tangible points of communication between manufacturers and patients, pharmaceutical packaging is a logical and practical platform for delivering timely, relevant information.

Connected packaging has the potential to make pharmaceutical care more responsive, personalised, and safe. By combining smart 2D codes with digital tools and connected platforms, manufacturers have a practical opportunity to improve access to information, reduce risks, and support patients more effectively throughout their treatment journey.

Pharmaceutical packaging manufacturers can now move beyond regulatory minimums and position packaging as a strategic asset in delivering better patient outcomes. From the packaging line to the point of care, connected packaging offers a tangible way to put patients first – improving safety, understanding and trust from box to bedside.