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Anti-Counterfeit Packaging

Pharmaceutical manufactures take great pains in making medicinal products. They spend great sums to market their product. The consumer accepts it and it is a great success. Soon you get unwanted publicity.

Though all of the assets are protected, the "golden goose", that is the brand, is unprotected. You have risk cover for your factories, your offices, but you have pushed out your most important and valuable asset into the world without any protection.

Companies should do all that they can to ensure the safety of their products and brands from intrusion of any kind, in the first place. Data from around the world indicates, that brands protected by overt anti-counterfeit measures have benefited from increased sales through a great reduction in counterfeits, and when counterfeits are attempted they can be easily identified and the culprits prosecuted, leading to increased consumer confidence in the brand.

It is also increasingly important for a company to protect their brands as it is being argued internationally that legitimate manufacturers may be held liable for injuries suffered by consumers of counterfeit products. Especially if it can be proven that counterfeiting of the product was foreseeable and if there are cost effective ways of protecting and preventing the product from being counterfeited.

It is worthy to recall the class action suite against Serano Biotech USA for their "Sero Stem" brand in this context. It is certainly amazing that companies are ready to spend crores of rupees on marketing to increase their market share by a few per cent, but do not consider the effect anti-counterfeit measures can have on their market share, at a much lower cost.

Today the most cost-effective method to combat counterfeiting and build consumer confidence is the incorporation of hologram image on the product or on the packaging. Holograms as anti-counterfeit devices are so successful that now over 40 currencies around the world have holograms as part of the anti-counterfeit protection system - including the Swiss Frank, Euro, British Sterling, Japanese Yen, etc.

For best effectiveness, any security device must be incorporated into the product packaging. This usually requires careful planning and cooperation of all departments with the vendor. An integrated security device is very effective in combating spurious and counterfeit manufacturers, as it requires a high degree of skill and know-how to produce the right product. A range of authentication products specifically designed for the pharmaceutical sector to combat counterfeiters are available today. They include:

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