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Context & Background

A leading pharmaceutical brand manufacturing some of India’s best known medicine brands wanted to protect some of its leading brands from the growing threat of counterfeit medicines. The product used Aluminium Blister Foil on the lidding side, with PVC on the forming side. We suggested adding some security features on their blister foil. The job was designed on our high security designing software with several easy to identify features. Once the customer approved it, the job was produced and the customer packed his medicines and supplied to the market. This has been in the market for a few months now, and the customer has been satisfied with the performance as he can now use our features to conclusively establish whether the medicine strip under investigation is indeed theirs or not.

Why was blister foil chosen?

Since the customer was packing in blister packs, we recommended inserting the features on the aluminium foil. We could have done the same on the PVC side also, and discussed that option with the customer, who finally chose to have the security features on the Aluminium Foil because of better visibility and attention of the consumer, which always is on the Aluminium foil side.

 

Challenges

Existing packaging of the pharmaceutical brand was facing a significant challenge. Because there were no security patterns or features, the existing print matter was pretty simple to counterfeit, as is the case with most pharmaceutical packaging.

• Lost sales due to selling counterfeit products.
• A tarnished brand image and low trust from the customers
• Detection of tampering often occurs months after the incident, compounding losses
• Supply chain issues are resulting in confusion for doctors and pharmacists with regard to authenticity of the products
• Few avenues are left to implement innovative security features without disrupting the existing design

 

Naturally, the quantum of market share loss due to counterfeiting can never be accurately calculated. But the harm to the goodwill of the brand is enormous. Even though precise statistics were unknown, frequent instances of fake medicines were an unmistakable indication that something needed to be done in a hurry.

 

Packaging Solution

We developed a specially designed and printed blister foil for the customer. This had overt, covert and forensic features. The statutory information was obviously left untouched.

 

Security Features Implemented:

• An authentication strip incorporated into the foil, not affecting the visibility of the branding and the statutory information.
• Fine guilloche patterns, tailored specifically for the client
• Microtext and embossed effect usage to discourage replication
• Covert features using hand held devices were also for authenticity verification
• Optional security features, such as hologram logos, special brand patterns, and transparent overlays were offered, but were not adopted for this project.

 

Product Integrity Guaranteed:

These added features, complied with all shelf-life and protection requirements usual in pharmaceutical-grade blister foil.

 

Implementation

• The solution was executed using advanced flexographic and rotogravure systems for precise multi-color security strip printing and coating on the foil.
• Design-to-production timeline: extended primarily at the artwork stage (to balance branding + security), though production after approval had a regular cycle.

 

Results & Benefits

Business and Brand Impact:

 

• Since the solution was launched, no counterfeit incidence has been reported by the customer.
• Trust was re-established among physicians, pharmacists, and end users.
• Revenue lost on counterfeit drugs was generally regained.
• Consumers felt safer.

 

Cost vs. Benefit:

 

Though expenses increased through additional security layers, advantages like revenue recovery, increased trust, and increased brand value far outweighed the cost.

 

Recommendations for the Pharma Industry

• Counterfeit medicines continue to be a concern for the world and for us as well, as attested by various studies, including one conducted by CRISIL along with ASPA.
• Pharma corporations can implement sophisticated hologram and printed security attributes in their packaging of blister foil, strip foil, Alu/Alu structures and even their self-adhesive labels and multilayer tubes.
• Investment in safe packaging is not a question of safeguarding profit and brands, but safeguarding patient health and maintaining confidence in the healthcare system.