By now you probably know that serialization is your best option for combatting counterfeit pharmaceuticals. Unfortunately, you probably also understand that developing and implementing a serialization plan is no simple task. Your packaging, warehousing, and supply chain processes all will be altered, which involves a lot of change management for any organization. The primary goal, of course, is safe and secure drugs for patients, and yes, regulatory compliance is part of the equation. But many people underestimate the additional positive effect serialization can have on a company’s brand.