However, on this market, OTC / Internet is a real threat to the vet exclusive strategy SummitVetPharm (our recently acquired new subsidiary) set-up.
Then they implemented an anti-diversion agreement, which requires the clients not to sell the products on the Internet, and a tracking technology, called Bloodhound to be able to find who did not respect the agreement if they find a product on a web site.
This is technically speaking a very simple solution. It involves some IT but not too much.
It involves the Datamatrix technology, which is a 2D barcode technology. Each box is uniquely identified by a 2D barcode.
This is an example of such a code :
Then the unique number is 0427300100206000164197
This is the way it works
If we find one of our products on the Internet, then we just have to buy it, scan the datamatrix code, and check in our files to whom it has been sold and implement appropriate actions.
Common in Japan, where it was created by Toyota subsidiary Denso-Wave in 1994, the QR code is one of the most popular types of two-dimensional barcodes. QR is the acronym for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed.
On Blackberry, Android phones, iPhone phones, Nokia Symbian phones, one can download an application that allows to read this codes.
If the code is a web address, then the smarphone proposes to follow the link.
QR-codes are more and more popular. For instance, in Bordeaux, QR-codes have been put on touristic places that links to web sites telling the Bordeaux history.
French law make it mandatory from January 2011 to print a datamatrix code including the following information :
If we use the same principle, we can use QR-codes for several purposes :
Let's build on this latest opportunity :
We have to define the structure of the web addresses. This could be an example :
http://track.ceva.com/0427300100206000164197 where 0427300100206000164197 is the unique number of the product
This give us this result :
Encoding this code gives this result : (click on it to see the result or use your Blackberry/iPhone/Android/Nokia barcode reader)
The web page http://track.ceva.com/0427300100206000164197 indicated by the code could be a very simple web page including :
Anyone having bought the box could then be able to
And this just require a smartphone. No barcode reader, no specific and expensive device.
It is very easy to generate yourself a QR-code or a datamatrix.
For example anyone can use the Nokia site http://mobilecodes.nokia.com/create.jsp.
Developers can use the Google chart service http://code.google.com/intl/fr-FR/apis/chart/docs/gallery/qr_codes.html.