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Issue link: https://lifescienceleadermag.epubxp.com/i/161331
Pharma Manufacturing
This group can report organizationally to the commercial units
or to supply chain leaders or to the law department. Given the
need to implement anticounterfeiting practices and technologies
inside the supply chain, it may be best for this group to reside
there or at least have liberal access to production operations.
Lastly, depending upon the markets served, the brand protection
organization might have regionally deployed
experts "on the ground" in addition to enterprise-based specialists to support new product launches or legislated anticounterfeiting
programs.
Supply Chain Best Practices. Leading
organizations in this space refuse to adopt a
"victim mentality" when counterfeits surface
in the marketplace. Instead they study the
causal factors of each incident using available information and assess what, if anything, can be changed inside the company
or through affiliated suppliers and commercial partners to prevent the counterfeits
getting into the legitimate channels of trade.
Such best practices become evolutionary as
each incident is a new learning, and every
violation can be linked to a pattern of behavior. Best practices then become prescriptive anticounterfeiting guidance documents
for widespread implementation across the
enterprise. In some cases the recommendation for increased control and security
are best implemented as standard operating procedures with appropriate training,
validation, and version control. The categories of prime importance for best practice
development include distributor compliance, reporting and escalating incidents,
market monitoring, employee education
(e.g. call center personnel), appropriate use
of deterrent or authentication technologies,
and managing reverse logistics. These practices should be reviewed periodically by the
cross-functional governance committee and
the brand protection experts for completeness and feasibility of deployment.
Measurement and Data Analytics. The
old management adage, "you achieve what
you measure," also applies to brand protection. Despite the fact that information about
specific counterfeit activity is sketchy at best,
it behooves an organization to track incidents
and place a value (lost or recovered revenue) for each violation
and for each protective measure. Internal rules can apply to the
metrics so that credibility is not challenged if the cause and effect
are not clearly stated. In addition to the wins and losses amassed
over time, as a measure of brand protection effectiveness, it is
important to learn from the aggregation of the data. It is not
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