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6 May 2014 Tablets & Capsules Capsules and Capsule Filling Desktop Reference Those characteristics were most associated with caplets and gelcoats, as well as traditional capsules and liquid- filleds. A similar study was performed in Europe by GfK, which investigated the ideas consumers associate with oral formulations, such as tablets or capsules. The study popu- lation comprised users of proton-pump inhibitors [11]. In the study, 100 users were asked in face-to-face interviews what they expected from a drug product and how they perceived different drug product presentations with regard to efficacy, tolerability, rapid effect, high quality, easy intake, differentiation, modernity, and brand identity. To provide a reference for judgment, samples of four different capsule presentations, three different tablet products, and one liquid-filled capsule were offered to users. The most important expectations cited by users were fast action, ease and convenience of intake and swallow- ing, absence of side effects, and brand recognition. The study identified colors as the most recognizable attributes of the drug products with regard to brand recognition. Colored and imprinted capsules, for example, were found to be more memorable than a white capsule. The branded capsules (colored and imprinted) and the liquid-filleds stood out with regard to efficacy, rapid effect, quality, dif- ferentiation, modernity, and branding. In terms of swallowing ease, users preferred the branded capsules and the small white tablets. The study also revealed that liquid-filleds are seen as a superior to tablets and traditional capsules. Liquid-filleds, as shown in Figure 2, were specifically associated with efficacy because of the vis- ible liquid. These studies demonstrate some of the expecta- tions and perceptions consumers use when they select their medications. They also show that consumers use their experiences to evaluate the different dosage forms. While traditional dosage forms have existed for many years, today's OTC companies often take a more con- sumer-centered approach in innovating dosage form and presentation. These presentations allow manufacturers to differentiate their products based on the expectations and preferences of non-prescription drug users. Consumer perception surveys conducted in different European countries clearly showed that, in regard to dosage form, tablets remain the most widely used because of their history. They are the "learned dosage form" in some therapeutic areas. However, the same studies con- firm that the European popularity of tablets faces chal- lenges from modern, more attractive forms. Capsules with innovative designs pose a major challenge to tablets [12]. The introduction of these new choices and consumers' history with them prompted Guidelines to repeat its study in 2008/2009 [13]. The new study included several liquid- filleds and rapid-release gelcoat products. Introduced in the 7-year interval between studies, these new forms allowed investigators to measure changes in consumer usage and preferences. And change they did, as Figure 3 shows. Consumer preference for tablets and chewable tablets—ranked first in 2002—declined significantly, while preference for liquid-filleds and gelcoats increased to rank at the top in consumer preference in 2009. Because capsules remained strongly preferred in consumer perception, it appears that the shift towards liquid-filleds and rapid-release gelcoats came mainly from people who had been consumers of tablets and chewables. Conclusion Non-prescription drug products (OTCs) are widely used to treat most common symptomatic ailments. And because consumers purchase the products directly, it's the consumers who make the purchase decision, usually inde- pendently. But the drug product itself, along with its dosage form and presentation, influence that decision. Consumers also inform themselves about OTCs from a variety of sources, including pharmacists, colleagues, fam- ily members, the internet, and advertising. At the point of purchase, however, the final decision is based on the Figure 2 Efficacy of different product presentations perceived by users of proton-pump inhibitors [10] 11 16 17 31 6 5 5 10 Figure 3 Change in dosage form appeal between 2002 and 2009 across all major OTC classes [13]* 80 70 60 50 40 30 20 10 0 Percent Tablet Capsule Caplet Liquid-filled Gelcoat Chewable tablet 2002 2009 Very well Extremely well Very well Extremely well Total Total * Top-two rating on a five-point liking scale c-Capsugelart_4-7_Jasper Art5.0 #11 4/30/14 1:34 PM Page 6