Cimzia®’s landmark new packaging aims to make the lives of patients with rheumatoid arthritis a little bit easier. The friendly packaging promotes compliance and provides a positive, caring user experience. It solves a common problem for users: simple opening of the box and removing of the devices. A curved front panel allows fingers to slide under and lift it to open the box. Three simple steps lead patients through a thoughtful and straightforward process. The tray accommodates a wide range of dexterity limitations when removing the syringe. The information hierarchy is clear and concise with a personal, conversational tone that is human and respectful.