HCPC-Europe seek to acknowledge creative solutions that help patient to adhere to their medicinal therapies# This award will be presented to drug packaging designers/developers for innovative patient compliance enhancing packdesign.

For information on how to participate, please download our CALL FOR ENTRY, PUGH MATRIX and APPLICATION FORM here.

If you should need further information please do not hesitate to contact us in our Vienna office at hcpc-europe@tkm.co.at or by phone +43 1 890 34 45.

"Columbus´ Egg is a turn of phrase that describes a stupefying simple solution for what might appear to be a complex unsolvable problem. Anecdotal - folklore suggests that when Christopher Columbus returned from his voyage of discovery of the Americas in the year 1493 he was having dinner with Cardinal Mendoza who commented that it had not really been such a big deal to discover the Americas - in fact anyone could have done it. In retaliation Christopher Columbus challenged all persons present to stand an egg on end. Everyone tried but failed. Christopher then took the egg - he tapped it gently on the table breaking it slightly and, with this, the egg stood on its end. Hence the Egg of Columbus. Allegedly the other persons did protest that they too could have done this but Christopher simply responded that yes they could have done it but he actually did it.