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
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
- Aluminum blister lidding foil
Blister lidding foil is aluminum foil with a hologram stripe (in the
machine direction) beside the printed matter on the foil surface. This
enables easy viewing of the printed matter and as hologram stripe has to
be carefully positioned on the foil, it adds that extra sophistication
to the package.
- Aluminum tablet strip foil
Tablet strip foil is similar to the blister lidding foil except that it
is soft tempered and available in 25- 40 microns in thickness. To ensure
that the hologram can be seen most clearly it should be placed over the
tablet pockets in the machine direction.
- PVC for tablet blister formation
UPVC & PVDC coated for blister formation is supplied with a
hologram stripe (in the machine direction) so that there is a hologram
on every blister strip. The advantage of this is that a single stock
line of hologramed PVC can be used for a variety of products; helping to
keep inventories low.
- Holographic stripe for online application to PVC
Holographic stripe for online application to PVC. This self-adhesive
holographic tape is another anti-counterfeit solution for pharmaceutical
products. It is applied online using a simple attachment to the existing
blister packaging line. The major advantage is common inventory for a
range of products and single solution for blister packs and tablet strip
packs. Holographic stripe is tamper evident and not re-usable.
- Tamper evident labels & seals
Tamper evident hologram labels and seals are used for direct
application to a product, or for sealing packages.
- Induction capseals - which seal to HDP or PET
Induction CapSeal. Holographic aluminium induction capseals offer a
foolproof anti counterfeit device; an intact seal which is not damaged
authenticates that the contents have not been tampered with, and the
hologram gives it the confidence of genuineness
- Wet labels & Cartons
Wet labels and Cartons. This product is exactly the same as the
existing wet label, except that it has a hologram on the label. The
hologram can be of any shape, size, and position on the label. This is
one of the most efficient ways of using the hologram to authenticate
products. The wet label with hologram runs on existing machinery and
requi-res sophisticated hot stam-ping equipment and skill for its
production. They can be used on syrup bottles, vials or even on
Where cartons are used they can be supplied with hologram stamped on to
the surface of the board as a stripe or in any shape and size as
- Holographic Sleeves
PVC shrink bands with hologram stripe is the new way to authenticate
and protect contents of containers from tampering. The shrink band with
hologram stripe can be processed in the usual way either automatically
Security of a brand requires a multi pronged strategy; including, areas
such as material sourcing, manufacturing, packaging with covert &
overt features, logistics, distribution channel, etc. What has been
highlighted here, are overt anti-counterfeit security devices
incorporating holograms that have a worldwide reputation for being the
most successful device to combat counterfeiters. They are highly
visible, can be easily verified by a non technical person, impossible to
very difficult to copy, alter, duplicate and most of all cost effective
with excellent returns on investment.
Pharma companies can now benefit further from the incentives given by
NPPA (National Pharmaceutical Pricing Authority) for better packaging to
prevent spurious and counterfeit drugs. This means that the commonly
used and price controlled drugs where margins are tight, can also be
protected from being counterfeited.
Companies use holographic anti-counterfeit devices because they can
combat counterfeiting, comply with international standard of good
practice to safeguard the consumers while simultaneously protecting
their brand's reputation, increase sales and profits.