In September 2015, Videojet gathered a

panel of experts at the Trump Tower Hotel

in Las Vegas to discuss the question…

“How has the digital

marketplace shaped

both packaging and

serialization in the

pharmaceutical

sector?”

Videojet gathered a panel of experts at

the Trump Tower Hotel in Las Vegas to

discuss the question…

Those in attendance were……

Dirk RodgersPrincipal, Dirk Rodgers

Consulting

and founder of RxTrace.com

Jorge IzquierdoVP, Market Development,

PMMI, The Association for

Processing and Packaging

Scott BiondichPresident, Packaging

Innovation & Design

Tim KearnsPharmaceutical National

Account Manager, Videojet

Inc

Eric DavisNational Sales Manager,

Videojet Inc

Jim KerperSales manager, North

America Systems Solution

Group, Videojet Inc

Lisa McTigue Pierce,Executive editor, Packaging

Digest

John NobersDirector, North America

Systems Solution Group,

Videojet Inc

How do we

define digital?Computers, the Internet of

Things, IT infrastructure,

social media, digital printing,

3D printing, digitised end-user

and however else we can

think of digital - whether it be

mobile or any other kind of

digital apparatus

How is digital

equipment impacting

packaging and

serialization globally?Driving regulatory change

Allows products to be tracked and

traced through the entire supply chain

Enables data to be captured

Increases security

Digital means more data…Data capture is facilitated via

advanced coding and marking

technology, alongside machines

capable of reading the output

Software installed on the

production line machinery

scans the code at various

points on its journey down the

supply chain, enabling products

to be tracked and traced

effectively

…and the data

has to be

storedThis vast amount of

information has to be stored

and advanced software

capabilities available now

will enable companies to

effectively assimilate this

data once they uncover how

to extract value from it

When it comes to serialization…

• THE PHARMA INDUSTRY IS REACTIVE

The

Pharma

Industry

Due to widespread counterfeiting, regulations

are mandating greater serialization

requirements for pharmaceutical products

and medical devices.

Unlike the food industry, consumer demands

are not necessarily the driving force behind

these changes

Serialization

in the Pharma

Industry

Find out more about anti-counterfeiting click here

Serialization in

the Pharma

IndustryPharma companies have been slower

to adopt serialization as the perceived

benefits are not there in terms of ROI.

The industry will be far more motivated

to invest in digital technologies (over

and above regulatory requirements)

once it can be proven to provide a

revenue stream

To learn more about serialization in the pharma industry click here

Pharma companies,

particularly in the USA,

struggle to see a way to

monetize the traceability

aspect of serialization, as

often their products are

repackaged at the retail level

– meaning consumers do not

connect with a specific brand

Serialization

in the Pharma

Industry

Serialization in

the Pharma

IndustryData is collected downstream by

scanning the serial numbers that

manufacturers add to packaging

If this data were to be available for

free it would be very valuable - the

problem is that the data is owned

by the person who scanned it – not

by the manufacturer that added it

Consumer

+ Digital

=Influence

Through digital, brands

today have a lot more

power to create meaningful

customer experiences;

brands have attained a

greater ability to

understand consumer and

buying behaviour

Consumer

+ Digital

= Influence

Consumer

+ Digital

= InfluenceHowever, at the same time digital has given consumers more power to drive significant changes to the ways in which companies operate.

Consumers are

becoming more

demanding in terms of

the information they

require ahead of making

purchasing decisions.

Serialization enables

companies to better

provide this information.

Consumer

+ Digital =

Influence

Consumer +

Digital =

InfluenceDue to consumer influences,

companies are enforcing strict

regulations upon themselves as

opposed to reacting to government

mandates and ‘playing catch-up’.

This has been driven by consumer

demand for a greater level of

transparency, expressed largely

via digital mediums

Consumer +

Digital =

Influence Consumer purchasing

behavior has changed

dramatically over the

past few years due to

the ability to shop

online for practically

anything

Consumer +

Digital =

InfluenceE-commerce has created a challenge for manufacturers as they now have to ensure that products are able to withstand long periods in transit. At present, this is dealt with by a great deal of over packaging –often using corrugated cardboard

The Issue of Security

The Issue of

SecurityDue to digital technologies, we

now have the ability to collect

vast amounts of data, but who

is going to control the

information?

For companies, market and

consumer interactive data is of

greatest value and is the

greatest potential loss

The Issue of

SecurityCompanies are very aware

of this issue and are

therefore cautious when it

comes to sharing

information (data from

machines) externally.

Many have concerns that

secrets may be revealed –

a recipe for a product for

example

The Issue of

Security Equipment now has the

capability to communicate

to the internet – this is a

significant benefit for

service performance

equipment

The Issue of

SecurityHowever, this causes a

concern from companies in

regard to letting third party

agents into their networks

and allowing them access to

their information

Therefore…

The Issue of SecurityPackaging machinery suppliers have

gradually seen a greater involvement of

company’s IT personnel in the design of

packaging solutions due to the growing

digital nature of packaging equipment

The Issue of

SecurityEquipment is being

developed which has the

capability to allow

companies to have control

over how much access they

give suppliers to their

production line

Looking to the Future

Looking to the

FutureThe pharmaceutical industry is

not expected to move forward as

rapidly as the food sector due to

a lack of perceived benefits. With

serialization it is expected to

comply with government

guidelines and regulatory

changes but not necessarily to

create them ahead of the curve.

The approach is far more

REACTIVE.

Looking to

the FutureAs advances in

technology continue to

come to the fore,

regulations will quickly

have to catch up so as

to be in line

Looking to the

FutureConsumers are expected to

continue to influence the way

in which manufacturers use

digital technology.

Looking to

the FutureSecurity for managing data

acquired through digital is

still in its infancy; however,

experts predict that this will

be the next big industry to

have emerged from digital.

As a result the future may

see regulations shift due to

increased security

demands

While security demands

may challenge

manufacturers, a lot of

opportunities will present

themselves in this field;

companies who are

beginning now to cover the

security aspect of data

management will attain a

competitive advantage in

the future

Looking to the

Future

Looking to the

FutureTechnology will continue to develop new

areas of industry – serialization is an

example. Companies with the ability to adapt,

diversify and prepare as much as is possible

for the changing landscapes in advance will

have a far greater competitive advantage.

Thank You www.videojet.com/pharma