Combatting Counterfeiting and Piracy

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David S. Howard Director, Product Protection
Global Brand Integrity Johnson Johnson
Medical Device Diagnostics Chairman,
International Authentication Association
4th Global Congress February 3-5, 2008
Combating Counterfeiting and Piracy Collaboration
Against Corruption

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Our Credo

• The Four Tenets
• Customers
• Employees
• Community
• Stockholders

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Global Presence
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Leadership in Major Markets
Johnson Johnson Brands and Products 1 or 2
Anti-Anemia Antipsychotics Anti-TNF Hormonal
Contraceptives Quinolone Anti-Infective Coronary
Stents Minimally Invasive Surgery Orthopaedics Sut
ures
Lo-Cal Sweeteners Blood Glucose Monitoring Blood
Screening Typing Electrophysiology diagnostics
catheters Disposable Contact Lenses OTC
Pharmaceuticals Sanitary Protection Wound
Care Baby Kids Care
Selected examples
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Business Segments Consumer

• Adult Skin Care
• Baby Kids
• Wound Care
• Oral Care
• Womens Health
• Over The Counter Products

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Business SegmentsPharmaceuticals

• Central Nervous System
• Pain Management
• Infectious Disease
• Virology
• Oncology
• Biotechnology

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Business Segments MDD

• Orthopedic products for joint repair and
  replacement and for correcting spinal deformities
• Medical devices, including Cardiovascular
  monitoring Shunts Coronary stents
• Diagnostics used in physicians' offices and
  laboratories for identification of diseases such
  as hepatitis C

• Surgical implants
• Instruments
• Needles and sutures
• Blood glucose monitoring systems
• Wound closure devices
• Endoscopic instruments
• Contact lenses

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Global Brand Integrity Why We Exist
We believe our first responsibility is to the
doctors, nurses and patients, to mothers and
fathers and all others that use our products

• Patients are at Risk
• Our Brands are at Risk
• Our customer trust is at Risk

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JJ Counterfeit Tampered Product
Global Brand Integrity What We Have Seen
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Global Brand IntegrityHow We Have Organized
Product Protection
Market Monitoring
Supply and Channel Integrity
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JJ Global Brand Integrity
A Global Reach

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The Great Observation!!! THIS IS TOO BIG FOR US
ALONE WELL NEED HELP IF WE PLAN TO SUCEED IN
MAKING A DIFFERENCE Who can we trust? Who can
help us focus on our important needs?
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The Great Discovery
An association open to authentication suppliers
and end users An association dedicated to helping
all end users find viable solutions An
association dedicated to taking up the battle
against counterfeiting An association with a
single mind set, to fix the problem quickly and
completely Bottom Line for JJ, the IAA was an
association that exemplified our CREDO
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The Path Ahead
TO THE SUPPLIERS IN THE AUDIENCE If you have
strong technology today but not sure how to
deploy it If youre tired of trying to figure
out how to sell to big corporations If you want
to strengthen your voice to influence future
direction Consider joining the IAA and help to
build a stronger industry
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The Path Ahead
TO MY FELLOW BRAND OWNERS IN THE AUDIENCE If you
have a problem and dont know where to turn If
you have deployed technology today but you are
not sure its effective If youre not certain
what problem you are trying to solve If you just
need help sorting through the maze of what to
do Consider joining us in the IAA Our
membership will help you I will help you
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4th Global Congress February 3-5, 2008
David S. Howard Director, Product Protection
Global Brand Integrity Johnson Johnson
Medical Device Diagnostics Chairman,
International Authentication Association
Thank You DHoward6_at_HCSUS.JNJ.COM CHAIR_at_IntIAA.ORG