Pharma Business
implementation efforts with a statistically relevant survey of the
affected market and, using authentication methods, determine
the prevalence of fakes in the market. Following the implementation of supply chain best practices and/or application of
anticounterfeiting technologies, a similarly powered field survey will provide an estimate of the financial benefit associated
with your risk-mitigating efforts. But there is a catch to this predictive analysis of counterfeit drugs. If your product is found
to be counterfeited in a certain market postimplementation,
then it is prudent to reset the savings to zero for an agreedupon period of time (e.g. one year) in the specific market or
region where the fake was discovered. In effect, your financial
scorecard should be debited for ineffective brand-protection
activities.
Beyond avoidance of market losses, the brand-protection
financials should include operational gains resulting from
safeguards that generate collateral (secondary) benefits to the
organization. This category of value emanates from the con-
SIDEBAR 1:
BRAND PROTECTION
FINANCIAL RECOVERY ACTIVITIES
1. Determine market value of products seized in transit or from
unauthorized channels — includes recovery of counterfeit,
diverted, and stolen goods.
2. File civil suit against convicted counterfeiters and claim litigation awards (legal recovery).
3. Take down rogue Internet sites and estimate value of sales
redirected to legitimate channels (short-term benefit).
4. Conduct IP protection interventions through law enforcement
agents and customs agents — capture market value of
seized goods.
PRODUCTIVITY.
Excellence in API Development
& Manufacturing
cedarburghauser.com
November 2013
LifeScienceLeader.com
47