In this month’s edition of Packaging Europe Kezzler CEO Christine Akselsen speaks with Packaging Europe’s Elisabeth Skoda on smart packaging developments and innovations for the pharmaceutical industry.
With counterfeit medicines worth an estimated €73 billion traded annually, brand protection is a key factor driving the adoption of smart packaging in the pharmaceutical industry.
Drawing on Kezzler’s experience of digitalising billions of individual products, Akselsen explained that beyond regulatory requirements, supply chain visibility and the need to secure consumer trust are key drivers to serialise in the sector.
When it comes to smart packaging Akselsen explained that serialisation is an attractive solution for brands because the same unique, secure and traceable identity can be used to fulfil any combination of these objectives, and also gives brands the flexibility they need to adapt their strategy over time.
Akselsen emphasised the efficacy of the Kezzler’s solutions with reference to the company’s work with Pfizer in Hong Kong, where at one point non-authentic Viagra was estimated to constitute 40 per cent of the market. In a project that enabled consumer and brand authentication using visible and non-visible codes applied to Viagra packs, the problem of non-authentic Viagra was resolved within 12 months, leading to an increase in sales.
Packaging Europe’s article ‘Realising the potential of pharma packaging as a communication tool’ is available to read online at https://packagingeurope.com/realising-the-potential-of-pharma-packaging-communication-tool/.