Atlantic Zeiser on the rise of blockchain in serialisation

More and more markets require certain drugs to be serialised. Pharmaceutical manufacturers should not lose sight of the opportunities arising from this obligation. In this interview, Simon Cole, sales executive at Atlantic Zeiser UK, points out why blockchain is gaining importance in track & trace systems, and what effects can be expected from Brexit.

Q. What are the benefits of Track & Trace systems to pharma companies and their customers?

A. First of all, they fulfil legal requirements which aim to protect the consumers against counterfeiting. Yet, these systems can also do much more. For example, they can monitor packaging systems as well as internal and external logistics processes. Based on this, processes can be optimised, and components with best versus worst performance and/or quality can be identified throughout the entire supply chain. The overall picture can also provide valuable market information for different regions.

Last but not least, serialisation and track & trace codes can be used to establish direct communication to the consumer, which opens the door for generating customer loyalty and gaining valuable customer insight.

Q. In the next 10 years, what technological developments can we expect in the field?

A. Track & trace systems are becoming ever more powerful and secure. In particular, the introduction of additional counterfeit-proof coding will increase security and facilitate checks for product authenticity.

Also, these systems will increasingly offer further analysis options, with a specific focus on process optimisation and market analysis. But customer loyalty and advertising are also becoming more important with track & trace systems, not least because of the convenient communication options via smart Internet-based portal systems.

Q. Can we expect to see a rise in the use of blockchain?

A. Blockchain will be the appropriate means to ensure data integrity and validity. This is already being implemented within some track & trace systems, e.g., to secure audit trail messages in databases. Increasingly, however, this technology will also be used in external communications. It typically manages a peer-to-peer network, collectively adhering to a protocol for validating new blocks. Once recorded, the data in any given block cannot be altered retroactively without the alteration of all subsequent blocks, which requires collusion of the network majority. In this respect blockchain is secure by design.

Q. Is Brexit having an impact on pharma serialisation?

A. Brexit is making very little difference to pharmaceutical trading in the UK at present although there is a noticeable reluctance by companies to make certain Capex purchases. It is, however, unlikely that any significant changes will be made to UK law, once the EU divorce deal becomes final. As the UK remains a significant player in the pharmaceutical sector, it is extremely likely that pack serialisation will have to be adopted, in order to maintain global reputation and access to worldwide markets.

Q. How will the pharma industry regard track & trace technology in the future?

A. The pharmaceutical industry will recognise that the big investment in track & trace technology will make our lives safer as counterfeiting will become progressively more difficult. This will also be beneficial for pharmaceutical manufacturers, as counterfeited products will no longer detrimentally affect their image, reputation and turnover.

In 10 years from now the pharmaceutical industry will also recognise additional benefits of this technology, which will result in optimised processes, deeper market insight and better access to their customers.

Finally, track & trace will become one of the key technologies which is essential for being successful in the pharmaceutical sector.