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Anti Counterfeiting As Business Opportunity
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Anti Counterfeiting As Business Opportunity

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A view of anti-counterfeiting as a business opportunity not a cost.

A view of anti-counterfeiting as a business opportunity not a cost.

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  • Interactive discussion, not lecture-styleQuestions as we go
  • Book will be available from Blue Sphere website or “through all good bookshops”
  • Arabic Elvis – Salaam aleikum, baby
  • Examine ALL costs and liabilitiesDoing nothing is not a cost-free optionPharmaceutical paternalism is deadDoctor doesn’t “know best” any morePatients know best (or at least want to be heard) Communication is instant, global and loudBrands have good and bad days but…dialogue with customers is better than just listening
  • Find ways to emphasise and publicise qualityCollective action
  • Do you need all those different suppliers?Does your packaging need to be that design / shape / material?Do suppliers do what they say they do, when you aren’t there to check?
  • Make sure the end result is a coherent process that works for the business and the customer
  • If brand owners and other stakeholders don’t act soon, the room to manoeuvre may become limited.There are a finite number of solution providers and partners for pilot studies.Drastic is a memorable acronym for some of the main elements that need to be addressed.

Anti Counterfeiting As Business Opportunity Anti Counterfeiting As Business Opportunity Presentation Transcript

  • Anti-Counterfeiting: Strategic Business Opportunity
    Mark Davison
  • Agenda
    Personal background & introduction
    Counterfeiters as commercial competitors
    Product security as a differentiator
    Improving business processes with brand protection
    Anti-counterfeiting as customer service
    mark.davison@bluespherehealth.com
    2
  • Personal background
    22 years in healthcare, 5 years product security
    Author:
    “Pharmaceutical Anti-Counterfeiting”
    (Wiley, New York, June 2011)
    “Serialisation: Opportunity or Perfect Storm?”
    (SecuringPharma.com, April2011)
    Seminar Leader:
    “Authentication Academy”
    (London, 23-24 June 2011, Heathrow Windsor Marriott)
    mark.davison@bluespherehealth.com
    3
  • Counterfeiters are Competitors
    mark.davison@bluespherehealth.com
  • mark.davison@bluespherehealth.com
    5
    Fakes-R-Us
  • mark.davison@bluespherehealth.com
    6
  • Success brings imitators
    mark.davison@bluespherehealth.com
    7
    Photos © Lew57 on flickr.
  • Five Forces
    mark.davison@bluespherehealth.com
    8
    Source: Adapted from Harvard Business Review
  • mark.davison@bluespherehealth.com
    9
    Raw ingredient shortages
    Domination of market by one supplier
  • mark.davison@bluespherehealth.com
    10
    Unauthorised generics
    Counterfeiting
    Diversion
    Repackaged & expired products
  • mark.davison@bluespherehealth.com
    11
    Price controls
    Reimbursement rules
    Forced generic switching
    Internet pharmacies / consumer choice
  • mark.davison@bluespherehealth.com
    12
    Patent expiry
    IP infringement
    Internet pharmacies
    Counterfeits / lookalikes
    Illicit trade
  • mark.davison@bluespherehealth.com
    13
    Price cutting
    Tolerating off-label use
    Cost avoidance
    (pedigree, traceability)
  • Model of Competitive Advantage
    mark.davison@bluespherehealth.com
    14
  • Brand Owner Value Creation
    mark.davison@bluespherehealth.com
    15
  • Counterfeiter Value Creation
    mark.davison@bluespherehealth.com
    16
  • Security = Opportunity
    Examine ALL costs and liabilities
    Brand paternalism is dead
    Communication is instant, global and loud
    mark.davison@bluespherehealth.com
    17
  • Security = Differentiator
    Quality, safety, authenticity
    Legitimate products vs. fake products
    …not…
    Brands competing to be “safer” than each other
    mark.davison@bluespherehealth.com
    18
  • Security = Timing
    mark.davison@bluespherehealth.com
    19
  • Improving Security & Business Processes
  • Most processes can be improved
    mark.davison@bluespherehealth.com
    21
  • Keep the objective in mind
    mark.davison@bluespherehealth.com
    22
  • Check that processes link up
    mark.davison@bluespherehealth.com
    23
  • Shortcuts are often a bad idea
    mark.davison@bluespherehealth.com
    24
    www.failblog.com
  • DRASTIC
    “From drastikos(Gr.):active, effective”(OED)
  • 26
    D.R.A.S.T.I.C.
    Process
  • Conclusions
    mark.davison@bluespherehealth.com
    27
  • Counterfeiting is an obvious threat
    Criminal, technological, process counter-measures
    Anti-counterfeiting is a clear obligation…
    …but also an opportunity to improve our businesses
    mark.davison@bluespherehealth.com
    28
  • Authentication Academy
    23-24 June 2011
    London
    Heathrow Windsor Marriott
    www.authenticationacademy.com
    www.agoralive.com/bluespherehealth/event1
    (to register directly)
    mark.davison@bluespherehealth.com
    29