The Annual Pharma Supply Chain & Security World Summit is back in London for the 5th time, and this time with more focus on optimizing your supply chain challenges to ensure an agile, responsive, streamlined and secured supply chain. The pharmaceutical supply chains are facing a significant challenge in the form of counterfeit drugs that are entering the supply chain from various points at different levels. Pharmaceutical companies that adopt an effective serialisation program have end-to-end visibility and traceability for all of their packaging, labelling, and distribution. This enables them to rapidly identify and quarantine counterfeit products. This helps to protect patients, consumers worldwide, brand equity, reputations and the company's revenue stream by ensuring compliance with regulatory requirements for serialisation of medicines in emerging markets. The rise of the digital supply chain has been accompanied by an ever-increasing number of regulations that have accelerated its development and adoption. Years ago, the pharmaceutical supply chain regulated only manufacturing and distribution. However, with a rise in economic impact of counterfeit drugs on society, there have been attempts to improve serialisation processes even further.