Some time ago, our CEO, Andrew Witty, issued an innovation challenge to IT: find new ways that technology can help the business. Our IT team started doing research on how to reach doctors in developing worlds, where the geography is vast, through the internet and mobile devices. We kept coming across news unrelated to our project--devastating news about counterfeit medicines and the harm they bring patients.
Counterfeit medicines are a big problem in Africa; an estimated 10-30% of the products sold are counterfeit. The counterfeit products, often sold in open markets, vary from toothpaste to medications for life-threatening conditions. There's no way to know what is real and what is fake.
Last summer, I read an interesting article about mobile phone use and technology in Africa. A man from Ghana had started a small start-up company in the US using SMS texting to protect consumers from counterfeit products. My team and I called the company to learn more, and we liked what we heard.
We talked to the General Manager in Nigeria and then made the connections between the various GSK groups in Nigeria, Manufacturing, IT and Corporate. Manufacturing, as it turns out, was already doing a serialization project to assign individual numerical identifiers to products. We decided to launch a pilot in Nigeria.
The way it works is simple. Every package of our antibiotic (1.7 million units in all) has a unique, scratch-off code. Consumers send the code via a SMS text message to a central, toll-free phone number for verification. The mobile service looks up the code and sends a verification text back to the consumer. Consumers can also call a toll-free phone number if they have any questions.
In February 2011, when the codes began to appear on the packaging, consumers immediately began to text. The initial numbers were so high, reaching 1,000 texts per day within the first few weeks, we almost didn't believe them. This month, GSK and the Nigerian regulatory agency will launch an awareness campaign, and we expect the numbers to climb. If the pilot shows continued success, we'll plan to expand the program to other products and other countries.
Consumers now have the power to detect fake drugs. That's an innovation we can all be proud of.