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Serialising Drugs to Combat Fraud

The worldwide pharmaceutical market is huge, estimated at over $1 trillion in 2016 (1). A growing portion of this is over-the-counter (OTC) medicines, which are projected to be worth $178 billion in 2024, driven by governments encouraging our ageing populations to check with their pharmacist before going to A&E to reduce the non-urgent load on hospitals (2).

An increasing number of patients are purchasing these OTC products online. Euromonitor estimates that despite only being 2% of sales in 2017, the speed at which this has grown in recent years has focused pharma companies’ attention, especially after Amazon quietly launched a line of OTC products in 2018 (3-4).

Unfortunately, buying pharmaceutical products online is fraught with issues; for example, it is estimated that a significant proportion of Viagra bought online is fake, and the side effects of counterfeit drugs can be fatal (5-6). Recently, the UK authorities seized a large amount of Diazepam, modafinil, and dermal fillers (7). The effect of poor dermal products can be life changing (8).

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Gillian Ewers is an experienced marketing professional with a track record of launching new products to market in hightech businesses. She brings a wealth of knowledge of delivering strategic roadmaps, marketing materials, and product lifecycle management across multiple sectors, including semiconductors and digital inkjet printing, at companies such as Texas Instruments, Dialog, CSR, and Xaar.
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