The growing global counterfeit drug scourge is on course to hit US$ 75 billion in just two years, and the WHO estimates that more than 30% of drugs sold in developing nations are counterfeit and could lead to the horrid healthcare crises that fake drugs often unleash in resource-deprived areas. We have collaboratively developed mobile-based drug authentication and tracking technologies appropriate for developing nations.

The phenomenal growth in mobile teledensity in such regions has led to innovative uses of the cell phone. Akin to the very popular scratch card method for replenishing cellular talk-time, users reveal a single-use numeric code on drugs and text message it for free to a provisioned mobile shortcode identical on all cellular networks. They then receive an instant response on their mobile phone informing them if the drug is genuine or fake, right at the drug purchase point. There is no cost to the drug patron.

MPedigree’s collaborative solution presents value to the three main stakeholders in a typical developing nation drug ecosystem:

Consumers: Via free drug authentication, consumers can now avoid purchasing counterfeit medication, while passively and anonymously providing key intelligence to law enforcement agencies regarding the location of fake drugs anytime an authentication repeatedly fails.

Drug manufacturers: legitimate manufacturers can now avoid brand-degrading lawsuits and costly anti-fake media campaigns, while reclaiming critical market share and profitability lost to counterfeiters. Customizable authentication responses enable manufacturers administer product recalls quickly and cheaply – a challenging and profit zapping activity in developing nations to date.

Government, law enforcement & foreign donors: Increased drug visibility provided by large scale anonymous authentication statistics provides oversight and metrics of accountability at a granular level never afforded to such agencies.

In addition:

MPedigree has also produced a half-hour documentary on fake drugs for our social marketing campaign. Titled If Symptoms Persist, the feature showcases notable stakeholders in the local pharmaceutical ecosystem. It has enjoyed repeated nation-wide telecast in Ghana.

During our successful technology trial validating the concept, mPedigree conducted a client-intercept survey of 2000 (approx.) drug patrons, yielding fascinating insight into the fake drug problem. Among other things, the study revealed that over 43% of the respondents in the nation’s capital, Accra, had not heard of counterfeit drugs sold on the market, despite ready availability of such products on the open market.

Thus, to raise awareness, mPedigree aired the documentary on national TV multiple times, held a number of radio and TV interviews and organized four conferences and symposia with high media impact. This culminated in our significant contributions leading to the first West African conference on counterfeit medication and illicit trade.

You can see the results here: http://mpedigree.org/home/events.php

The full documentary, If Symptoms Persist, can be found here: http://mpedigree.org/home/symptoms.php

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