anti counterfeiting as business opportunity

• 1. Anti-Counterfeiting: Strategic Business Opportunity
  Mark Davison
  

2. 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
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3. 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)
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4. Counterfeiters are Competitors
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Fakes-R-Us
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7. Success brings imitators
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Photos Lew57 on flickr.
8. Five Forces
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Source: Adapted from Harvard Business Review
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Raw ingredient shortages
Domination of market by one supplier
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Unauthorised generics
Counterfeiting
Diversion
Repackaged & expired products
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Price controls
Reimbursement rules
Forced generic switching
Internet pharmacies / consumer choice
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Patent expiry
IP infringement
Internet pharmacies
Counterfeits / lookalikes
Illicit trade
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Price cutting
Tolerating off-label use
Cost avoidance
(pedigree, traceability)
14. Model of Competitive Advantage
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15. Brand Owner Value Creation
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16. Counterfeiter Value Creation
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17. Security = Opportunity
Examine ALL costs and liabilities
Brand paternalism is dead
Communication is instant, global and loud
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18. Security = Differentiator
Quality, safety, authenticity
Legitimate products vs. fake products
not
Brands competing to be safer than each other
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19. Security = Timing
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20. Improving Security & Business Processes
21. Most processes can be improved
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22. Keep the objective in mind
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23. Check that processes link up
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24. Shortcuts are often a bad idea
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www.failblog.com
25. DRASTIC
From drastikos(Gr.):active, effective(OED)
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D.R.A.S.T.I.C.
Process
27. Conclusions
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28. Counterfeiting is an obvious threat
Criminal, technological, process counter-measures
Anti-counterfeiting is a clear obligation
but also an opportunity to improve our businesses
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29. Authentication Academy
23-24 June 2011
London
Heathrow Windsor Marriott
www.authenticationacademy.com
www.agoralive.com/bluespherehealth/event1
(to register directly)
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