The Opportunities Beyond Consumer Engagement with RFID/NFC
By 2018 over 87% smart devices will be equipped with the ability to communicate with NFC tags. This will lead to a big surge in smart packaging that will utilize NFC tags. This first phase is a good step in the right direction for smart packaging but it is just scratching the surface of what is now possible.
Once pharmaceutical companies and brand owners get a solid footing with NFC tags and consumer engagement they will be looking for the next level experience, not only for the consumers but for the brands. The next level of engagement will incorporate a seamless communication from the consumers interaction with the package and it will be able to monitor, track, and catalog each interaction with wireless transmission.
This next level will take brands, application developers, sensors, and other peripheral devices to create a smart eco-system with the package and the consumer. This eco-system has already started to be developed within the mobile health and sensor space which is called the smart home. The package will be an intricate part of the smart home acting as a peripheral device tracks engagement, promotes health outcomes will allow brands to have greater insight on their consumers with marketing intelligence.
What role will the package play in this eco-system?
The package is the only physical connection companies and brands have with the consumer after the purchase. Brands must take advantages by developing smart packaging that offers the consumer benefits both for health outcomes and monetary savings. This next phase will see the package with the ability to track several interactions with the package not just for consumer engagement. Packages with metered medicine will transform a analog counter to a digital counter that will be able to transmit how many dosage were taken via Bluetooth or Wi-Fi into health application or health portal. Packages with metered amount of medicines, can develop rules that will automatically send SMS or a re-purchase order to the consumers at a certain pre-determined level. This will benefit brands greatly by maintaining customer loyalty and ensuring the consumer has their drug delivered to their house before the consumer has a chance to purchase another brands drug.
RFID/NFC chips can replace expensive Bluetooth caps that already have the ability to track when it is opened, closed, and for how long with a small flexible battery and transmitter. This is possible by converting the data stored in the chip to a Bluetooth or a Wi-Fi signal and sending it to the cloud where it can be stored and distributed to a mobile device or health portal. This can play a critical role ensuring patient adherence is maximized. For example, if a patient is prescribed to three doses of medicine per day and misses one dose this can be tracked by the cap because the event was not recorded an alert in the form of SMS, text message, or prerecorded phone calls can be sent to the patient. If non-adherence persists rules can be written to escalate to the caregiver or doctor to intervene.
With the addition to the package the smart home the consumer is able to have several peripheral devices transmit health information to the cloud where it is compiled and re-distributed to mobile health applications and health portals where a complete health profile can be viewed. The package will track and collect critical compliance data that is as important as wireless glucometers, ECG sensors, blood cuffs, scales, activity trackers, monitors, and other sensors.
Contact: Karl Hoelper