News in Brief

Alliance Pharma Partners with TrueMed to Combat Counterfeit Medicines

In response to the growing threat posed by high-quality counterfeit pharmaceuticals, Alliance Pharmaceuticals has partnered with TrueMed to strengthen its brand protection strategy. Instead of merely defending against fake products, Alliance is taking a proactive approach by utilising TrueMed’s AI-powered authentication system to identify and disrupt counterfeiting operations actively.

TrueMed’s technology employs machine learning, mobile phone cameras, and real-time data analytics to verify products in the field, expedite investigations, and collect forensic intelligence. This digital solution complements Alliance’s broader anticounterfeit measures, which include offline enforcement and online monitoring.

The results have been positive. According to TrueMed, Alliance experienced a decline in counterfeit activity from over 50% to below 5% across its most targeted product lines.