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Part 2: Making Use of Serialization Data

An information expert from Merck shares advice on how data can be used, what challenges should be overcome and what may be in store in the future.

Like any pharmaceutical manufacturer, Merck & Co., Inc.’s serialization approach is driven by the Drug Supply Chain Security Act (DSCSA) in the US, Falsified Medicines Directive (FMD) in the European Union, and similar country-specific regulations around the globe. But the company is also deriving value from serialization data, and sees potential uses for the data further in the future.

“We serialize our product in accordance with all of the DSCSA, FMD and other similar regulations, so obviously there's a compulsory aspect of the work that we do,” says Michele D'Alessandro, Vice President and CIO for the Manufacturing Division at Merck. But she explains that there’s more to be gained. “We believe that through the collection of all of this serialized product data, there's a wealth of information in the context of big data, insights and descriptive/predictive analytics. I think it's actually untapped potential, meaning I don't think we do enough with the power behind that data today.”

Check out Part 1 of this 2-part series, where D'Alessandro talks about serialization value, the human resources challenge and the need for data visualization.>>>

Potential for analytics

There's an important conversation about where the potential for serialization data lies, with information about how product gets to the consumer.

D'Alessandro says, “It gives us a unique ability to understand how product is being used—not necessarily being consumed—but does it get picked up right away when it's intended to, or is it sitting on the shelf? How long does it take before a patient would actually access it, and then have it in their hands?

I think that type of ‘direct consumer’ analysis is very powerful, and something we've yet to explore. It has some really interesting potential behind it. It never discloses the actual individual consumer as a person. But just the profile of how product reaches people can be a really interesting analytics opportunity for us that we've yet to explore.”

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