Making Machinery and Materials
Work Together in Package Design

To explore how the relationship between machinery and materials affects the package design equation, we spoke with Kevin Mulligan, senior director global packaging at Covidien, a leading global provider of healthcare products. Formerly known as Tyco Healthcare, Covidien spun off from Tyco International in mid-2007. A 30-year industry professional, Mulligan is also a member of the Packaging Management Council (PMC), an association of senior packaging managers from consumer and industrial goods manufacturing companies. The PMC is facilitated by PMMI, which sponsors and produces PACK EXPO International 2008, being held November 9 – 13, at Chicago's McCormick Place.

Q: What are some elements that should be considered early in the package design process?

A: Besides cost, design is the other critical factor in a customer's decision to choose one product over another. Design preferences are usually based on the individual's needs and can range from the aesthetic to functionality and ease of use. At Covidien, we'll also often consider how the package will be disposed of and factor that into the development process.

To satisfy these goals, we begin researching and examining machinery and materials from both the design and cost perspectives in the very early stages of package development. When selecting machinery and materials, we'll consider the supply chain as a whole to see how products will be tracked (such as bar coding technologies), which is becoming highly regulated in the drug and device industries. Taking this approach allows us to determine upfront manufacturing costs and can also help us avoid unnecessary expenses and possible recalls down the line.

Where does market testing fit into the design process at Covidien?

In most instances, market testing is incorporated in the initial stages of the development process. Most frequently it occurs in the concept stage, because you can uncover some very strong ideas and incorporate them as you move forward.

For existing products, market testing is an ideal way to research graphical needs and identify improvements that will result in a more visually appealing package. Our marketing teams gather the data and share it with the engineering group, which is tasked with integrating the information into the package in a seamless manner.

Staying in tune with the "voice of the customer" allows us to enhance our product and hopefully make the sale over our competition. The market testing phase also offers an ideal opportunity to gauge other issues important to the customer such as sustainability, which has become a dominant issue in the packaging industry.

What drives proper selection and use of machinery and materials when developing a product and package?

In the device industry, you will find that regulations often limit how innovative we can be with design, but there are still many factors to be considered. Proper selection really begins with the question: "What is the purpose of the end product?" If a product will require a delivery system, for example, we need to examine the requirements behind the design to properly choose which equipment to purchase to manufacture it and what materials best complement the design.

Simultaneously, we also have to analyze whether the new packaging can be manufactured on existing production lines or whether it will require an entirely new process.

Material selection is also vital to the success of a package from both a structural standpoint and overall design. At Covidien, our strategic sourcing teams work directly with our partners to select the highest quality materials that best complement the product. Cost is certainly a factor, but we recognize success requires a certain level of investment. Our engineering and design teams work together to establish a list of possible solutions, so everyone has a clear understanding of the requirements.

For more information about Pack Expo International 2008, visit www.packexpo.com or contact PMMI's Show Department: (703) 243-8555 or expo@pmmi.org.