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Pharma Manufacturing unreasonable to catalog forensic information obtained from a cluster of fake goods, to help profile the counterfeitersÕ actions or perhaps some elements of their supply network. For example, the clandestine nature of drugs sold via the Internet can make triaging incidents a difficult task. However, by looking for patterns of packaging, pricing, graphics, etc., it is possible to determine if one or many cells of illicit producers are involved. Lastly, as mentioned earlier, many aspects of brand protection are counterintuitive to common business logic. Measuring incidents is at the top of the list. In the early phases of establishing a culture to proactively combat counterfeits, an organization will see the number of reported incidents rise simply because the companyÕs search antennae are more active. Here it is important for senior leaders NOT to react negatively to rising reports of illicit trade. You may be observing the tip of the iceberg, whereas before the focus on metrics, your company was merely reporting the Òtip of the tipÓ of the iceberg. Take heart; eventually your new 5-Step Plan will drive incidents down and revenue recovery up. In summary, a successful organizational commitment to brand protection and supply-chain integrity is no different from any other pursuit of business excellence. It begins with visibility to the case for action from the top of the organization down through the ranks with shared accountability for a Òno toleranceÓ culture. That culture becomes sustainable when the organization understands individual roles and responsibilities needed to help mitigate the risks of counterfeits invading the legitimate supply network and proactively embraces the policies, practices, and technologies needed to deploy a comprehensive and sustainable brand protection program. Your patients will applaud your efforts. About the Author Ron Guido is the president of Lifecare Services, LLC, a management consulting firm specializing in healthcare marketing, brand protection, and strategic planning. He has more than 36 years of experience in the healthcare industry and is the former vice president of brand protection at Johnson & Johnson. In that role, he and his team were responsible for global anticounterfeiting programs and policies. Clean Utilities made simple. Not only clean, but pure. When producing pharmaceuticals, hygiene must take top priority. The ELEMENT diaphragm valves from Bürkert make your life simpler: featuring a hygienic design, easy cleaning and minimum space requirements, they can be used flexibly with optimal flow for maximum process safety. Perfect for high process yields and your peace of mind. ELEMENT diaphragm valves: A highlight in our system and more than just a hygienic solution. We make ideas flow. www.burkert.com 40 LifeScienceLeader.com September 2013