Trust & Reputation Award

Summary of work

Winner: Counterfeiting the Counterfeiter

The multi-billion euro trade in counterfeited medicines has increased dramatically over the last few years with the internet being the most common route for counterfeiters to reach consumers.

Over a nine-week period a targeted public health campaign raised awareness about the dangers of counterfeit medicines to those searching for prescription only medicines (POMs) online.

Counterfeiting the Counterfeiter involved the development and promotion of a ‘spoof’ online pharmacy. The website www.medizin-direkt.com delivered impressive results engaging with 85 per cent of people looking for POMs, receiving 360,532 hits to become the third largest online pharmacy. If the website had been trading, projections show that in its first year it would have had over one million visitors and potentially generated €41m.

Judges comments

A unique and very creative approach to a potentially dangerous situation. It is very important that the industry ensures that the right patient gets the right medicine at the right time. This key initiative enhanced trust in receiving and taking the right medicine and highlighted the potential spend on counterfeit medicines really effectively.