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Serialized identification opens doors beyond authentication and product tracking. A smartphone application not only allows
field investigators and consumers to scan or input the code from a package to confirm authenticity, but also can present the
product's history and prompt the delivery of promotional information or link to a chat function or customer service.
Technology from Covectra can provide access to product information, including ePedigree records.
Other possible loyalty program services include instructions about how to take the product, dose reminders, and refill reminders.
The smartphone application and the associated software and services also capture sales information for brand managers and
can connect physicians and pharmacists to prescribing information. Deployable in 30 days, the software requires minimal commitment
from corporate information-technology personnel for implementation (Brand Loyalty and Integrity Services, Covectra, Southborough,
MA).
Mobile-phone-based technology and serialized codes on scratch-off tags have been tested in Africa. After transmitting the
code, a message confirming product authenticity arrives within a few seconds (Mobile Product Authentication technology, Sproxil,
Planada, CA, mPedigree, Accra, Ghana).
Hallie Forcinio
Hallie Forcinio is Pharmaceutical Technology's Packaging Forum editor, 4708 Morningside Drive, Cleveland, OH 44109, tel. 216.351.5824, fax 216.351.5684, editorhal@cs.com .
