Packaging, supply & logistics
Counterfeits can impact revenue, brand reputation and R&D funds for legitimate manufacturers, says Dr Mark Deakes.
products were slumping in Russia. The problem, they soon realised, was because the brands were being targeted by counterfeiters, with doctors reluctant to prescribe dodgy drugs. To get around the problem, the Romanian pair deployed holographic labels to their ampoules – stopping the criminals in their tracks and restoring the confidence of medical professionals. That dovetails with other successes too, notably in Malaysia, the first country to integrate holograms right across pharmaceuticals.
All that glitters $250bn
The estimated size of the global anti-counterfeiting packaging market by 2026.
The Packaging Portal 124
Whatever the strengths of holograms until now, criminals are nothing if not resourceful. To put it differently, for every defensive hologram that enters the market, crooks will be there to counter it. With that in mind, at any rate, it makes sense that Deakes should stress the “constantly innovating and evolving” nature of medical device holograms. In practice, there are a near endless list of case studies to choose from here, from new substrates to better coatings. Improved manufacturing methods, allowing for the development of intricate metallised patterns and coloured effects, is pushing the sector forward too, even as Deakes talks of tamper evidence effects and dual-sided features. Yet arguably the most striking development in this $6bn industry is the way OEMs are integrating digitalisation into their holograms. As Deakes puts it: “New digital origination processes and design software are capable of producing new ever more sophisticated security features and effects: overt, covert and forensic.” Undoubtedly, it’s a point amply supported by real-world examples. In India, the site of so many counterfeiting fights, there’s
the example of Holostik. Based in New Delhi, this leading authentication provider has developed QR codes that can be integrated into holograms, preventing replication and keeping criminals at bay – and offering a plethora of supply chain management opportunities. As Deakes says, that’s reflected elsewhere too, noting how “trademark and intellectual property protection, product quality control, online management, cybersecurity and domain protection, supply chain security, legal action and consumer education” can all be bolstered by robust hologram technology. “Holograms are eye-catching and unique,” Deakes continues. “Incorporating them into product packaging or labels can elevate a brand’s image.” It’s a fair point if you head out into the marketplace, with Pfizer and J&J just two of the sector giants to feature attractive holograms on their products. The statistics, for their part, point in a similar direction. As one recent study revealed, the global market for anti-counterfeiting packaging is set to reach almost $250bn by 2026.
Cat and mouse games
What might the future hold for medical device holograms? Once again, the answer to this question partly lies in what the criminals conjure up. With bad actors constantly eager to outwit their opponents, hologram insiders must be agile enough to react in kind. A case in point is the Security Image Register (SIR). Developed by the IHMA, this is the only system of its kind for the authentication community. Offering a global hologram database, the SIR allows technology manufacturers and producers to verify that new examples don’t infringe copyright law, along the way allowing law enforcement officials to verify if suspect holograms are indeed fakes. That’s shadowed, Deakes adds, by the continued rise of digitalisation. Digital interactivity with smartphone devices, he says, is one good example here. So-called ‘near-field communication’ is another, with holograms being able to contact trackers or scanners via short-range wireless technology. As Deakes summarises: “Holograms will become more integrated with digital technologies, creating intuitive authentication and brand engagement programmes.” Regulation, for its part, is rushing ahead too. Where Malaysia has led, other jurisdictions are now following, with the EU recently unveiling a Falsified Medicines Directive obliging manufacturers to integrate digital mass serialisation and tamper-evident systems into their designs. Given the continued threat of fakes, whether in Varanasi or a million other places, such caution seems wise. ●
Medical Device Developments /
www.nsmedicaldevices.com
Ralf Geithe/
Shutterstock.com
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