Softgels: Consumer perceptions and market impact relative to other oral dosage forms

Softgels, which contain a liquid formulation of a drug, often provide clini cal benefit over other solid oral dosage forms and may represent an attract ive alternative to them. A consumer preference survey of softgels versus ot her solid forms investigated four areas: (1) identification of various dosa ge forms; (2) perception of therapeutic benefit (easiest to swallow, faster -acting, work longer); (3) impact of individual product characteristics on overall product selection; and (4) market impact in terms of premiums consu mers would pay on the basis of dosage form. The 300 survey participants str ongly preferred clear softgels over other dosage forms in virtually every a rea. Softgels were perceived as easy to swallow and fast-acting, with a dur ation of action second only to that of a two-piece capsule. Overall prefere nce was driven by ease of swallowing and softgels were rated first by the m ajority of respondents. Consumers would be interested in various products i f these were available as softgels rather than in their current oral dosage forms and may be willing to pay a premium for softgel products. This surve y confirms consumer preferences for particular dosage forms and for softgel s over other solid forms. Pharmaceutical scientists and marketers should co nsider softgels as alternative dosage forms when developing new compounds o r considering life-cycle management of existing products.