Mobile technology combats drug counterfeit in India

A new pharmaceutical venture between the USA and India has launched an innovative mobile-based anti-counterfeit scheme.

Sproxi, a US-based pharmaceutical company, has launched in India and revealed a product designed to combat any drug counterfeit issues.

Mobile Product Authentication (MPA) enables consumers to check the authenticity of a pharmaceutical product by sending the unique code on the drug as a free text message to the manufacturers in real time.

The service then confirms whether a brand is genuine or not.

India suffers from a huge trade in black market pharmaceuticals.

Ashifi Gogo, CEO of Sproxil, said: “India has one of the largest pharmaceutical markets in the world, but is plagued by counterfeit medicines made elsewhere that tarnish the brands in question.

“Our services enable Indian companies to reduce the presence of counterfeit medicines by connecting companies directly to their consumers in a scalable manner, using mobile phones.”

Spraxil launched the first national mobile-based anti-counterfeit service in Africa and has also sold millions of anti-counterfeit labels that service some of the world’s largest pharmaceutical companies.

Many of these companies are now looking to build on the SMS service by seeing if verification codes and similar authentication methods can be sent by mobile social networking sites.

Mobile platform to ease prescription communication for US doctors

Smartphone for medical useA healthcare communications network in the USA has revealed a new mobile platform for managing prescription plans.

NaviNet, a web-based provider of health messaging systems, will be using a system called Mobile Connect for PBMs (Pharmacy Benefit Managers) to allow pharmaceutical companies to communicate with doctors and insurance providers.

Mobile Connect for PBMs lets doctors check their patients’ insurance plans during check-ups to see which drugs they can and cannot administer according to their plan.

Doctors will also be able to receive information on whether patients are sticking to their medication schedules based on refill data from the pharmaceutical and insurance companies.

This will help them to improve their levels of care for each patient. It also enables them to access this vital information quickly and easily, saving them time on research and administration that can be better devoted to clinical practice.

Although the medical system is slightly different in the USA than it is in the UK, Mobile Connect for PBMs shows how smartphones can be used to improve communication between pharmaceutical companies and their end users and stakeholders in order to improve both sales and service.

Around 80% of doctors in America use smartphones, a figure that is expected to be replicated in the UK within the next couple of years. It’s clear that healthcare companies’ IT and marketing strategies need to embrace the smartphone and all it has to offer.