Strategic Business Opportunity in Anti-Counterfeiting
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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.
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Strategic Business Opportunity in Anti-Counterfeiting
- 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 2
- 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) mark.davison@bluespherehealth.com 3
- 4. Counterfeiters are Competitors mark.davison@bluespherehealth.com
- 7. Success brings imitators mark.davison@bluespherehealth.com 7 Photos © Lew57 on flickr.
- 8. Five Forces mark.davison@bluespherehealth.com 8 Source: Adapted from Harvard Business Review
- 9. mark.davison@bluespherehealth.com 9 Raw ingredient shortages Domination of market by one supplier
- 10. mark.davison@bluespherehealth.com 10 Unauthorised generics Counterfeiting Diversion Repackaged & expired products
- 11. mark.davison@bluespherehealth.com 11 Price controls Reimbursement rules Forced generic switching Internet pharmacies / consumer choice
- 12. mark.davison@bluespherehealth.com 12 Patent expiry IP infringement Internet pharmacies Counterfeits / lookalikes Illicit trade
- 13. mark.davison@bluespherehealth.com 13 Price cutting Tolerating off-label use Cost avoidance (pedigree, traceability)
- 14. Model of Competitive Advantage mark.davison@bluespherehealth.com 14
- 15. Brand Owner Value Creation mark.davison@bluespherehealth.com 15
- 16. Counterfeiter Value Creation mark.davison@bluespherehealth.com 16
- 17. Security = Opportunity Examine ALL costs and liabilities Brand paternalism is dead Communication is instant, global and loud mark.davison@bluespherehealth.com 17
- 18. Security = Differentiator Quality, safety, authenticity Legitimate products vs. fake products …not… Brands competing to be “safer” than each other mark.davison@bluespherehealth.com 18
- 19. Security = Timing mark.davison@bluespherehealth.com 19
- 20. Improving Security & Business Processes
- 21. Most processes can be improved mark.davison@bluespherehealth.com 21
- 22. Keep the objective in mind mark.davison@bluespherehealth.com 22
- 23. Check that processes link up mark.davison@bluespherehealth.com 23
- 24. Shortcuts are often a bad idea mark.davison@bluespherehealth.com 24 www.failblog.com
- 25. DRASTIC “From drastikos(Gr.):active, effective”(OED)
- 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 mark.davison@bluespherehealth.com 28
- 29. 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
Notas del editor
- 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.