Serialization
Counterfeited medicines are a dangerous problem. To help deal with this, a new technology, serialization, can now be applied. It looks like a QR code (see picture above), but contains unique information for each individual package it is printed on. A special reader can scan this serialization code and read the specific data linked to that package like the lot number, the package number, the expiration date, etc. No two packages have the same serialization code, so a counterfeited product can easily be identified. Several regulatory agencies across the globe started requiring Pharma companies to print serialization codes on the packaging of their medicines.
Adding serialization codes to every package was a rather expensive regulatory requirement. Therefore, our company was looking for innovative ideas to generate additional value from this code, beyond the anti-counterfeiting value.
We first demonstrated the technology to our innovation network in a global webcast. No ideas came forward. One region organized an incentivized Innovation Challenge. No relevant innovative nominations were submitted. A global marketing team organized a brainstorm session. Again no innovative ideas emerged. All these approaches failed, despite the presence of a passionate “serialization specialist” in manufacturing, who was eager to collaborate with commercial innovators.
This is another example of the hammer and the nail: it is very difficult to start innovation with a solution (the hammer, serialization) and then trying to find a problem (the nail).
The other way around is much more effective: starting with a specific, current problem. Example: a marketing team in a country where serialization was not required by the regulatory agency, had a specific problem: several hospitalized patients had died because of bad quality counterfeit antibiotics administered in that hospital. For each antibiotic there were counterfeited, branded and generic versions. Nobody knew which antibiotics were counterfeit and which were real. The marketing team quickly ensured that the serialization code was printed on the package of our antibiotic products and immediately the problem was solved. A win-win-win: a win for the hospital (recognize safe medication), a win for the patient (effective treatment), a win for our company (trust in our medicine). Our sales increased due to the unique competitive advantage provided by the application of the serialization, offsetting the increased cost to add the serialization code on all packages.
Based on my experience, I strongly believe that innovation ideally starts with a specific problem (the nail). However, it is inspiring for innovators to be aware of the existence of a range of emerging technologies (“hammers”, “screwdrivers”, “drills”,… ). Therefore I regularly asked experts, especially in IT and manufacturing, to share their expertise with these new technologies. They were invited to do so at our global monthly innovation webcasts, so that potential innovators became aware of the new technologies and at the same time got to know the experts to whom they could reach out for potential collaboration.
As Charles Kettering said::
“A problem well stated is a problem half solved.”
So, as Innovation Leader, I supported innovators who knew well what specific problem they wanted to solve, while ensuring broad awareness of emerging, inspiring technologies and experts.
More about this topic: Don’t Look For A Great Idea, Find A Good Problem by Greg Satell.
What is your opinion? Please share below!
More of my blogs on innovation: Wim Vandenhouweele
