Brand Intelligence for the Pharma Industry

Presented by Mark Stevens

• Brand Intelligence− Protects patients, profits and brand from counterfeits

by providing un matched visibility into the global, open market

• Industry focus− Pharmaceuticals− High Tech

• Profile− Founded 2005− Launched beta 2007− Management team experience 20+ years− SaaS Plus! Rapid implementation, Immediate results, Real ROI

Company Profile| About Us

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Actions

- Buy- Investigate- Apprehend- Shut Down- Protect

System Overview| How does it work?

Trade boardsAuction sitesChatB2C sites

BlogsB2B sitesFranchise sites

Email

- Products- Prices- Partners- Suspects

Inputs

Search Agents

Analysis/Investigate

Cleansing Filters

• Public Safety & Health• Brand Protection• Customer Fraud ID• Channel Mgt Issues• Competitor Intelligence• Legal IP Issues

Benefit

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Customer Use Case

Pharma Fraud &

Counterfeit Activities

Customer User Case| The Challenge

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• Patient Safety and Health

• Losing millions of dollars revenue due to:− Counterfeits of a specific drug− Genuine product diversion

• Using internal and contracted resources & tools– Identified 10 or fewer new suspects per week– 16% success rate on test buys – Manual searching, non-flexible, no deep analytics– Did not provide real-time access to dynamically

changing data

Customer User Case| Target Risk Profile

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1. Shipping Methods• Single Method of Shipping• FedEx only means they will not ship to PO boxes • Discreet shipping – unmarked boxes

2. Payment types• No Major Credit Cards• Buy via Western Union• Bank Transfers (Wire)

3. Prescription not Required4. Brand Only, No Generics5. Networked Sites

• Multiple sites that are resolved back to same IP• Sites that have close IP ranges • Who is information is shared

6. Discounted Price – 30% or More Below List Price

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• Rapid Implementation and ROI in just 8 weeks!

• 530 suspect companies

• 1,750 new URLs

• 6 large-scale, potential “syndicate” rings

• 46% success rate vs. in house current system at 16%

• Easy to use classification tools to track buy progress & results

• Dynamic, 24/7, real-time access to data

Customer Use Case| The Result

Customer Use Case| Dashboard example

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Customer Use Case| Workflow example

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• Who Is data integrated into report views to narrow targets

• Email address linkages can be made

• Multiple “company names” and urls can be cross linked

Customer Use Case| Analysis example

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• IP address bracketing shows different urls in same NOC, links to same company

• Single IP address reveals multiple linked urls and companies

Customer Use Case| Analysis example

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New Momentum| Why are Counterfeits Increasing?

• Technology to produce everything from labels to active pharmaceutical ingredients is now widely available on the web

• Globalization has made distribution channels easy targets for introducing counterfeit products

• The Internet provides counterfeiters with ready access to consumers and markets

• Regulations governing the drug distribution system do not provide a strong enough deterrent, in terms of enforcement and penalties, to discourage counterfeiters

• Organized crime has become increasingly involved in counterfeiting as it becomes more profitable.

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Conclusion| Why NewMo?

24/7 real-time visibility into the global, open market

• Sophisticated search agents/advanced web mining technology

• Continuous monitoring of the internet for buy/sell listings

• Counterfeiters or rogue distributors selling at inappropriate discounts, volumes or

dates are listed in alerts on the user’s dashboard

• Real-time email alerts

• Complete contact information to provide easy and fast investigations

Quickly Identify:

• Large suspect companies – Maximize resources

• Network companies and website that offer counterfeits on the Internet

• Large scale diversion or price violations

• Trending data

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Thank You

www.newmo.com

Mark Stevens1.858.342.5413