Anti Counterfeiting As Business Opportunity


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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

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