Viagra RFID Project AIDC Conference October 5, 2006 Rich Hollander Senior Director, Packaging Services Tim Marsh Manager, Global Package Technology and

Viagra RFID ProjectAIDC Conference

October 5, 2006October 5, 2006

Rich HollanderSenior Director, Packaging Services

Tim MarshManager, Global Package Technology and Testing

Original Project Objective

By year-end 2005, incorporate RFID By year-end 2005, incorporate RFID tags into the packaging of all Viagra tags into the packaging of all Viagra trade product destined for the U.S. trade product destined for the U.S. market. Provide a means to market. Provide a means to authenticate at the pharmacyauthenticate at the pharmacy level. level.

Viagra® (sildenafil citrate) is a registered trademark of Pfizer Inc.Viagra® (sildenafil citrate) is a registered trademark of Pfizer Inc.

Why are we doing this?

• Patient Safety – Deter counterfeitingPatient Safety – Deter counterfeiting• FDA GuidanceFDA Guidance• Regulatory (pedigree) requirementsRegulatory (pedigree) requirements• Customer driversCustomer drivers

• Pedigree compliancePedigree compliance• Operational benefitsOperational benefits

Why Viagra?

• Viagra is Pfizer’s most highly counterfeited productViagra is Pfizer’s most highly counterfeited product

• Viagra is produced on one line, in one facilityViagra is produced on one line, in one facility

• The volume of Viagra is reasonable The volume of Viagra is reasonable

• Consistent with FDA guidance regarding the Consistent with FDA guidance regarding the tagging of highly counterfeited items in 2005tagging of highly counterfeited items in 2005


What is being done?

• A unique ID (EPC #) is associated with every A unique ID (EPC #) is associated with every Viagra bottle, case and pallet distributed in the U.S.Viagra bottle, case and pallet distributed in the U.S.

• High frequency (13.56 MHz) RFID tags are being High frequency (13.56 MHz) RFID tags are being utilized on the bottles and ultra high frequency (915 utilized on the bottles and ultra high frequency (915 MHz) RFID tags on the Viagra cases and palletsMHz) RFID tags on the Viagra cases and pallets

• An RFID tag and DataMatrix (2D) bar code is An RFID tag and DataMatrix (2D) bar code is incorporated into the labeling of every Viagra bottleincorporated into the labeling of every Viagra bottle

• Linear bar codes for case and pallet RFID backupLinear bar codes for case and pallet RFID backup


RFID High Frequency Tag

Viagra Label


Item Level Label Tag

INSERT REVISED IMAGE OF RFID BOTTLE LABEL

WITH HF TAG ILLUSTRATION

2D Data Matrixwith EPC Number

RFID Tag Embedded in Label with

EPC Number

Case Level Label Tag

INSERT REVISED IMAGE OF CASE w/ UHF Label &

Wrap-Around HDMA Label

RFID Tag Embedded in Label with Additional Code 128 Barcode;

both with EPC Number

What else was done?

• Modifying our packaging operationsModifying our packaging operations• Reading and writing to the tags on-line (not Reading and writing to the tags on-line (not

prewritten tags and not applied in the DC)prewritten tags and not applied in the DC)• Capturing information about the EPC at the Capturing information about the EPC at the

point of commissioning, shipping, and as it’s point of commissioning, shipping, and as it’s authenticatedauthenticated

• Modifying our logistics operations to ship Modifying our logistics operations to ship from all U.S. Pfizer logistics centersfrom all U.S. Pfizer logistics centers

• Enabling an authentication capability for Enabling an authentication capability for wholesale, retail, pharmacy usewholesale, retail, pharmacy use

Labeling Operation in France

RFID Item level tag on Label

Viagra RFID • Key Decisions Made During ImplementationKey Decisions Made During Implementation

• Utilize HF tags at the item level and UHF at the case and pallet Utilize HF tags at the item level and UHF at the case and pallet levellevel

• Read and Write to tags online vs. prewritten tags (scaleable)Read and Write to tags online vs. prewritten tags (scaleable)• Develop a means to uniquely identify each bottle, case and pallet Develop a means to uniquely identify each bottle, case and pallet

on lineon line• Incorporate a redundant 2D bar code into the labelingIncorporate a redundant 2D bar code into the labeling• Modify packaging and logistics operationsModify packaging and logistics operations• Leverage existing technologyLeverage existing technology• Minimize data integrationMinimize data integration• Implement an authentication serviceImplement an authentication service• Adopt EPC numbering scheme without NDC (privacy)Adopt EPC numbering scheme without NDC (privacy)• Disclose use of RFID on Viagra labelDisclose use of RFID on Viagra label• Enable all 3 Logistics Centers to ship tagged productEnable all 3 Logistics Centers to ship tagged product

Viagra RFID Early Learnings• RFID Implementation is costly and complex – in excess of 75 RFID Implementation is costly and complex – in excess of 75

people involved during past year at a cost of approximately $5 people involved during past year at a cost of approximately $5 millionmillion

• There is much yet to be learned about the technology and process There is much yet to be learned about the technology and process implicationsimplications

• Additional experience with tagged product in the market is requiredAdditional experience with tagged product in the market is required• The Cost/Benefit around RFID is not yet clearThe Cost/Benefit around RFID is not yet clear• Key Decisions are required about how the technology is to be Key Decisions are required about how the technology is to be

deployed – some (deter counterfeiting of high risk items) deployed – some (deter counterfeiting of high risk items) vs. all items (track and trace all products/pedigree)vs. all items (track and trace all products/pedigree)

• Pleased with our choice of frequencies and internal performance Pleased with our choice of frequencies and internal performance thus farthus far

• Few trading partners are ready to read tagged productFew trading partners are ready to read tagged product• Many Manufacturers and others have adopted a “wait-and-see” Many Manufacturers and others have adopted a “wait-and-see”

approachapproach

Key “Take Away” Points

• This is a Patient Safety initiativeThis is a Patient Safety initiative

• Technology alone will not deter counterfeitingTechnology alone will not deter counterfeiting

• Authentication verifies the EPC authenticity not the Authentication verifies the EPC authenticity not the product authenticityproduct authenticity

• We are using passive RFID tags and will not be We are using passive RFID tags and will not be collecting any patient level informationcollecting any patient level information

• We will NOT be spying on patientsWe will NOT be spying on patients

Other Viagra RFID Key Messages• Technology is only one component of an overall strategy Technology is only one component of an overall strategy

required to address counterfeitingrequired to address counterfeiting

• Action must also be taken to address business practices, Action must also be taken to address business practices, legislative and regulatory solutions, and enhanced legislative and regulatory solutions, and enhanced enforcementenforcement

• RFID offers promise to further secure the supply chain but RFID offers promise to further secure the supply chain but will require a significant investment throughout the supply will require a significant investment throughout the supply chain and years to implementchain and years to implement

• We believe mass serialization of items affords the greatest We believe mass serialization of items affords the greatest protection against counterfeiting when coupled with the protection against counterfeiting when coupled with the secure exchange of information about the physical secure exchange of information about the physical movement of the productmovement of the product

RFID 2006• Assess performance of the Viagra tagged product in the Assess performance of the Viagra tagged product in the

marketmarket

• Work with trading partners and collect metrics; ongoing Work with trading partners and collect metrics; ongoing informal feedback and formal quarterly surveys informal feedback and formal quarterly surveys

• Encourage additional retail and wholesale participationEncourage additional retail and wholesale participation

• Assess acceptance of the technology in the marketAssess acceptance of the technology in the market

• Evaluate track-and-trace capability vs. EPC authenticationEvaluate track-and-trace capability vs. EPC authentication

• Continue to drive for industry standards regarding tags, Continue to drive for industry standards regarding tags, frequencies, and data exchangefrequencies, and data exchange

• Address data sharing issuesAddress data sharing issues

RFID Strategy • 3Q 2006 Analysis to include the following:3Q 2006 Analysis to include the following:

• Data regarding market usage and impact, lessons learned, etc.Data regarding market usage and impact, lessons learned, etc.• Technology assessment Technology assessment • Track-and- trace outlook vs. authenticationTrack-and- trace outlook vs. authentication• Customer acceptanceCustomer acceptance• Other potential applications (return goods, recalls, pedigree Other potential applications (return goods, recalls, pedigree

compliance, other operational efficiencies)compliance, other operational efficiencies)• Regulatory requirements (Manufacturers and others)Regulatory requirements (Manufacturers and others)• External environment External environment • Cost/Benefit Analysis (data integration, validation, etc)Cost/Benefit Analysis (data integration, validation, etc)• Decision on continued Viagra taggingDecision on continued Viagra tagging• Recommendations regarding the technology and other Pfizer Recommendations regarding the technology and other Pfizer

brandsbrands

Beyond 2006

• Based on 2006 findings…..Based on 2006 findings…..

• Target additional products for mass serialization (2D, Target additional products for mass serialization (2D, RFID, other) using a risk-based approachRFID, other) using a risk-based approach

• ““Partner” with select trading partners and technology Partner” with select trading partners and technology vendors to advance the mass serialization of items and vendors to advance the mass serialization of items and create greater value (inventory visibility/planning)create greater value (inventory visibility/planning)

• Continue to assess the technology and its ability to Continue to assess the technology and its ability to deter counterfeiting (RFID tags being counterfeited?)deter counterfeiting (RFID tags being counterfeited?)

E- Authentication

Authentication Features and Sample Authentication Features and Sample ScreensScreens

Verification Summary

Bulk Authentication Results

Unrecognized EPC

Thank you!

Documents

Viagra RFID Project AIDC Conference October 5, 2006 Rich Hollander Senior Director, Packaging Services Tim Marsh Manager, Global Package Technology and