Not only potency pills like Viagra are fake. Even cancer and expensive rheumatism appear commercially, because the profit margins are very high for counterfeiters. The networked production to make plagiarism impossible.
Viagra
. For pirates very lucrative (Photo: AP)
Frankfurt Four and a half years, the two brothers had brought Hamburger counterfeit packs of widespread gastrointestinal agent omeprazole in the market before the fraud was uncovered: 600,000 boxes for 15 million euros came Thus from 2008 to 2013 the pharmacy to the patient. Whoever thinks of counterfeit medicines on Potency à la Viagra sold illegally through Internet portals, although is correct, but only covers part of the problem. Because it always succeeds fraudsters to bring counterfeit drugs into legitimate supply chains.
Everyday objects in the network
The Internet is known as infrastructure, exchange data about people - whether with a PC, laptop or smartphone. So it comes down to computers that communicate with each other. But these days can be networked more and more objects: Heating and front door, t-shirt and glasses, car and heating.
Last month, about presented authorities in Italy fake Viagra safely in a deceptively similar to the original package. Fake versions of high-tech anti-cancer drug Herceptin Swiss Roche Group emerged last year in Germany, Finland and the UK on. Likewise, other counterfeit expensive biopharmaceutical drugs such as rheumatoid agent Remicade. The European health authorities suspected that the drugs were stolen in Italy and then manipulated. There are the high profit margins that entice the counterfeiters at the biotech products that to a few thousand euros per package cost between several hundred.
To prevent such counterfeit medicines in the legal supply chain, the EU Commission has decided that not later than the beginning of 2019 each drug package legally discharged shall be traceable unequivocally identifiable and to manufacturers. Europe is not the only region that wants to monitor the way prescription drugs like omeprazole completely. The US wants to gradually introduce by 2023 an appropriate marking with a two-dimensional data matrix code (such as a QR code similar).
SMART SHOP BIG DATA
These data strategies useful to your business
Smart Data
In her book "Smart Data - Data Strategies customers really want and the company truly benefit," which has just appeared in the Redline Verlag (ISBN: 386881583X) warn the three authors Björn Bloching, Lars Luck and Thomas Ramge against the dangers of Big Data. Instead, they recommend an alternative approach called Smart Data, in which the volume of data is no longer relevant. With a focus on internal company processes they explain their ideas for the management of data on the basis of many projects step-by-step instructions for developing data-driven strategies. A few of their ideas for you at a glance!
From Big Data to Smart Data
less is more! The hype surrounding Big Data flattens slowly. For many users in the company does currently disillusionment and disappointment wide - to draw from the vast amount of data really useful insights, is much more troublesome than technologists and IT vendors like to claim. Of course, companies have to increase their digital literacy today. The crucial question, however: How companies actually use data efficiently without even technically, personally and financially overtaxing yourself?
Step 1: Asking the right questions
First, the experts advise to formulate about why you ever need a Smart Data Strategy. "Rename the business problem to be solved," said Bloc Hing, Luck and Ramge. It is best to edit the issue away from the company premises in a moderated creative workshop with employees from different hierarchical levels and also with people from outside groups, such as with customers or suppliers who bring expertise to the individual links in the value chain. If the problem is found, make preliminary hypotheses about its causes.
"Our company does not grow"
In the case of the problem, "Our company is growing not" might be such a hypothesis: "We address the wrong regional markets." Then think about how you could pass through data to better solutions. This leads to projects or measures that are prioritized in the workshop or by the top management in terms of their potential. Blocking, Luck and Ramge: "They concern: The measures with the greatest impact likely are not necessarily those who sound the most spectacular."
Step 2: Using the correct data
"You do not have an infinite number, but merely collect the right data," write Bloching, Luck and Ramge. This should then be as heterogeneous as possible. List existing data sources. Appreciate the effort to change from to collect missing information, or to buy. Do not despair if a scheduled data acquisition is too expensive. Think in this case via data partnerships with other companies to - or you try to make the available data the best. The value of unstructured data, such as from social media is often exceeded, that often underestimated customer data in its databases. You may also need an expensive IT tool; a well-crafted Excel analysis could suffice.
Step 3: Understanding the Customer
Elicit the existing customer segmentation in the company. Often in the various departments too many parallel segmentations are used, so that marketing activities interfere with each other. A team of sales representatives can already with small data pool of several hundred purchasing histories develop a smart segmentation. Take as a basis for such data, which will also be available in future continuously, so that you can update the analysis on a regular basis. Also browse Customers who precisely not purchased from you. At the end of the analysis customer groups are with a clearly defined consumer behavior. Make sure when segmentation characteristics, based on which the salesman can unambiguously assign later, at least 70 percent of customers to a segment.
Step 4: work out the own USP
Now it is time, at the Unique Selling Proposition (USP) to work and make the necessary changes to the offer - about promotion discounts, product range or product adjustments - to design, so customers from certain customer segments buy more from you. These changes should be feasible. Start with those that promise the greatest benefit. Test them to control groups, so that you learn and the knowledge
can bring the next smart Data cycle.
Step 5: The customer appeal right
Start with an analysis of the points at which the customer has on his way to purchase contact with your company: Where are these touchpoints and what impression the company makes at each point on the customer? Which customer segment possibly new contact points would be conceivable? Get inspiration for competitors or even from other industries. In selecting appropriate marketing measures focus on the really relevant touchpoints. For each measure, criteria must be fixed, the basis of which the success is measured. They are initially nothing more than hypotheses that need to continually review and adjust them if necessary. Leave from ineffective measures rapidly.
Success Factors: How smart companies are
For successful Smart Data projects you need a strategist who has the vision in focus, data scientists - like external data service or an in-house team of different areas -, a project manager with experience in the field of digital processes of change and finally an excellent change manager , The team should also adhere to the following tips:
• Errors can and should be made as long as experiments lead to insights.
• managers are facilitators of open-ended process.
• Apply the concept of "pilot project" from your vocabulary; all of the experiments, the tests with control groups, is your business.
• flexible to your organizational structures and processes.
• Equip the projects with sufficient resources.
• The project manager should do its job full-time.
• Remuneration systems should be based on the increasing customer convenience.
• Your Smart Data projects will only be successful, if you succeed through the use of data to create added value in the form of better advice or better offers for your customers. Save only the data that you need to generate this added value. Remember: The data belong to the customer.
Especially the packaging machine manufacturers while waving a large and interesting business. You have the task to convert the production lines at pharmaceutical manufacturers so that the labeling can be read properly by scanners on the boxes. Around 8,000 of these production lines alone leader Bosch built worldwide. "The omeprazole manufacturing pharmaceutical companies are dependent here on the device manufacturers," says Reinhard Hoferichter, spokesman of the Steering Committee of securPharm. The initiative from drug manufacturers, pharmaceutical wholesalers and pharmacists was founded in 2011 to protect the German pharmaceutical sales against the penetration of counterfeit medicines. Hoferichter estimates that come to the pharmaceutical industry for the conversion costs amounting to 100,000 euros per production line.
