Counterfeiting in the pharmaceutical industry is a prevalent factor in the mainstream media, with news stories and television reports hitting the public almost once a week. And the number of pharmaceutical conferences devoted to product security is at an all-time high. Yet, there is a widespread perception that not much is being done to protect the drug supply chain and help ensure consumer safety.

While pharmaceutical companies are focused on spending significant marketing dollars in creating their brands in a shrinking new drug supply market, not enough attention is being given to protect these same brands. This article examines the trends in brand protection and the driving forces behind them, which will impact the adoption of security measures in a significant way industry wide.