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Preventive Medicine - Why the Pharmaceutical Industry Needs to Invest in Prevention and Cure to Ensure Effective Brande Protection

Historically, pharmaceutical companies have tended to adopt a pragmatically conservative approach to problems of brand infringement and counterfeiting. Whilst they are ready to act whenever threats to public safety arise, they are understandably reluctant to publicise such incidents for fear of adverse effects on consumer confidence and share prices. However, a reactive approach to brand protection is becoming increasingly untenable - the changing value and role of pharmaceutical brands and the globalisation of the market present issues that demand a more comprehensive protection strategy.

New Market Trends - New Risks

A number of emerging trends in the pharmaceutical industry have serious implications for manufacturers and the ways in which they protect themselves, their products and, ultimately, their profits.


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By Keith Widdowson of De La Rue Brand Protection - Pharmaceuticals
Keith Widdowson has worked in the pharmaceutical industry for nearly 20 years, in some of the largest pharma companies such as AstraZeneca and Novartis. He has recently been responsible for ensuring that major brands are truly global and he has applied key branding elements to all commercial and manufacturing components.

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Keith Widdowson
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