Anti Counterfeiting As Business Opportunity
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This document discusses anti-counterfeiting strategies as both a business opportunity and obligation. It argues that counterfeiters are commercial competitors who undermine brand value, and that product security can differentiate brands by assuring quality, safety and authenticity. The document also suggests improving business processes through anti-counterfeiting efforts, noting most processes can be strengthened by examining costs and linking up steps without shortcuts.
Anti Counterfeiting As Business Opportunity
- 1. Anti-Counterfeiting: Strategic Business OpportunityMark Davison
- 2. AgendaPersonal background & introductionCounterfeiters as commercial competitorsProduct security as a differentiatorImproving business processes with brand protectionAnti-counterfeiting as customer servicemark.davison@bluespherehealth.com2
- 3. Personal background22 years in healthcare, 5 years product securityAuthor: 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.com3
- 7. Success brings imitatorsmark.davison@bluespherehealth.com7Photos 息 Lew57 on flickr.
- 8. Five Forcesmark.davison@bluespherehealth.com8Source: Adapted from Harvard Business Review
- 9. mark.davison@bluespherehealth.com9Raw ingredient shortagesDomination of market by one supplier
- 10. mark.davison@bluespherehealth.com10Unauthorised genericsCounterfeitingDiversionRepackaged & expired products
- 11. mark.davison@bluespherehealth.com11Price controlsReimbursement rulesForced generic switchingInternet pharmacies / consumer choice
- 12. mark.davison@bluespherehealth.com12Patent expiryIP infringementInternet pharmaciesCounterfeits / lookalikesIllicit trade
- 13. mark.davison@bluespherehealth.com13Price cuttingTolerating off-label useCost avoidance(pedigree, traceability)
- 14. Model of Competitive Advantagemark.davison@bluespherehealth.com14
- 15. Brand Owner Value Creationmark.davison@bluespherehealth.com15
- 17. Security = OpportunityExamine ALL costs and liabilitiesBrand paternalism is deadCommunication is instant, global and loudmark.davison@bluespherehealth.com17
- 18. Security = DifferentiatorQuality, safety, authenticityLegitimate products vs. fake productsnotBrands competing to be safer than each othermark.davison@bluespherehealth.com18
- 20. Improving Security & Business Processes
- 21. Most processes can be improvedmark.davison@bluespherehealth.com21
- 22. Keep the objective in mindmark.davison@bluespherehealth.com22
- 23. Check that processes link upmark.davison@bluespherehealth.com23
- 24. Shortcuts are often a bad ideamark.davison@bluespherehealth.com24www.failblog.com
- 28. Counterfeiting is an obvious threatCriminal, technological, process counter-measuresAnti-counterfeiting is a clear obligationbut also an opportunity to improve our businessesmark.davison@bluespherehealth.com28
- 29. Authentication Academy23-24 June 2011LondonHeathrow Windsor Marriottwww.authenticationacademy.comwww.agoralive.com/bluespherehealth/event1(to register directly)mark.davison@bluespherehealth.com29
Editor's Notes
- #3: Interactive discussion, not lecture-styleQuestions as we go
- #4: Book will be available from Blue Sphere website or through all good bookshops
- #8: Arabic Elvis Salaam aleikum, baby
- #18: Examine ALL costs and liabilitiesDoing nothing is not a cost-free optionPharmaceutical paternalism is deadDoctor doesnt know best any morePatients know best (or at least want to be heard) Communication is instant, global and loudBrands have good and bad days butdialogue with customers is better than just listening
- #19: Find ways to emphasise and publicise qualityCollective action
- #22: 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 arent there to check?
- #23: Make sure the end result is a coherent process that works for the business and the customer
- #27: If brand owners and other stakeholders dont 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.