mPedigree has developed mobile-based drug authentication and tracking technologies appropriate for developing nations. The phenomenal growth in mobile teledensity in such regions has led to innovative uses of the cell phone. Akin to the very popular scratch card method for replenishing cellular talk-time, users reveal a single-use code on drugs and text message it for free to a provisioned mobile shortcode identical on all cellular networks. They instantly receive a response at the point of sale indicating whether their drug is genuine or fake. There is no cost to the drug patron. Competition: Most of today’s technological solutions to counterfeiting are either technically acute or costly, rendering them a poor choice for educationally challenged and resource-deprived environments – locales at the frontline of the fake drug onslaught. Technologies like nanoparticle taggants, RFID tags and UV-sensitive labels all require new training and expensive readers currently not widely available on the developing nation market. Holograms are the leading anti-counterfeit measure, but the aging technology is currently subject to routine counterfeiting due to low cost reproduction equipment. Comprehensive: Consumers can now avoid purchasing counterfeit medication, while passively and anonymously providing key intelligence to law enforcement agencies regarding the location of fake drugs anytime an authentication repeatedly fails. Legitimate manufacturers can now avoid brand-degrading lawsuits and costly anti-fake media campaigns, while reclaiming critical market share and profitability lost to counterfeiters. Customizable text responses allow manufacturers to administer product recalls quickly and cheaply – a challenging and profit zapping activity in developing nations to date.

Describe the critical need your solution addresses.

The mPedigree drug safety grid requires three ingredients for full functionality: a well-sensitized public on the issue of fake drugs, agreements with all locally-operational telecommunication companies for a reverse-billed mobile shortcode and backing from the pharmaceutical industry and local drug regulatory body. MPedigree forms the interconnecting glue to facilitate such a stakeholder platform, providing all stakeholders with a single interface for drug pedigree
verification, administration and intelligence gathering.

Key achievements include:

1. Civil Society:

* Production and peak-time national TV airing of Africa’s first locally-produced documentary on fake drugs, "If Symptoms Persist". http://mpedigree.org/home/symptoms.php

* Administration of Ghana’s first anti-counterfeit attitudinal awareness survey with upcoming publication with the Center for Pharmacovigilance, University of Ghana.

2. Pharma & Telecom:

* Concept review and feedback by PATH, Johnson & Johnson (USA), GlaxoSmithKline (UK) and Pfizer (Ghana).

* First technology trial. http://mpedigree.org/home/trial.php

3. Government & Regulators:

* Initial presentation to Nigerian FDA, NAFDAC. Encouraging feedback precipitated next-day presentations at emergency executive council meetings of Nigerian national pharmaceutical manufacturer and importer groups.

Three-year horizon:

2008-2009: Service launch (Ghana, primary use of funds), pilot phase initialization (Nigeria), integration of added revenue-generating value-added supply chain services, assembly of long-term anti-counterfeit efficacy assessment expert team.

2009-2010: Increased adoption in Anglophone West Africa, reduced SMS rates and label costs, progression towards sub-regional standard, service launch (Nigeria).

2010-2011: Francophone West-African expansion (single country pilot), long-term assessment phase 1 report and sub-regional (ECOWAS) expansion template, further reduction in SMS and label costs.

Explain your initiative in more depth and its stage of development.

* The concept provides end-to-end drug quality assurance in the very fragmented world of developing nation supply chains, assuring regulators, manufacturers, retailers, pharmacists and consumers of a genuine purchase.

* Africa is the fastest growing mobile market in the world, with a 5,000% subscriber growth between 1998-2003, estimated to reach 550M subscribers in just four years.

* By leveraging a method familiar to African consumers and utilizing innovative mobile-based electronic media, there is minimal need to burn fuel by embarking on extensive public service announcement trips.

* The technology has already been field-tested in Ghana this year.

* Our solution is modeled on the top-up card model adopted by multi-national telecom corporations, used to process billions of airtime purchase requests per year.

* Our shortcodes and labels work over multi-national geographic areas: the more countries that join the scheme, the larger the volume discount obtained on text messages.

How does your strategy and approach respond creatively and comprehensively to key issues?

Ashifi Gogo’s venture into social entrepreneurship has continuously enjoyed a strong link with academia. At Whitman College on a full scholarship, Ashifi majored in mathematics and physics. Seeking a closer experience in implementing solutions in the developing world, he entered Dartmouth College to pursue a Ph.D. in engineering. At Dartmouth, he earned an Albert Schweitzer Fellowship by virtue of social enterprise, and honed his professional acumen with Six Sigma Black Belt training in continual technological process improvement. Awards from the University of Washington, the Claudio Chiuchiarelli Foundation, the Hong Kong University of Science and Technology and acceptance as a Fellow into America’s first doctoral-level innovation program in recognition of technology-driven social enterprise have stimulated him towards excellence.

As Co-founder & Chief Technologist of mPedigree, Gogo oversees the rollout of an innovative West-African drug quality assurance network that leverages the explosive growth of mobile phones. A seed grant has already been obtained; helping finance the core technology trial in Ghana. MPedigree is well branded in Ghana, and already possesses key agreements and working relationships with all the phone companies, consumer associations and regulators.