Expert in focus: Benoit Jourde on maximizing the benefits of RFID in healthcare labeling

The pharmaceutical industry is evolving fast, and RFID is quickly becoming a game-changer. From securing supply chains to improving patient safety and compliance, it’s creating new possibilities in pharmaceutical packaging. But for companies looking to adopt this technology, understanding its full potential – and challenges – is key.

With over 30 years of experience in packaging and the pharmaceutical sector, Benoit Jourde, Senior Business Development Manager Healthcare Europe at Avery Dennison, has worked across manufacturing, R&D, project management, product management and commercialization. Having spent years at the forefront of RFID-driven innovation, he understands both the opportunities and the roadblocks companies face when integrating it. Here are his insights.

Expert in focus: Benoit Jourde on maximizing the benefits of RFID in healthcare labeling

Unlocking RFID’s potential in pharmaceuticals

RFID goes beyond just tracking inventory. It can improve patient safety and healthcare system efficiency. When I talk to pharmaceutical companies about it, I always emphasize that this technology is not simply a barcode replacement. It’s a powerful tool that helps ensure patients get the right medications at the right time and in the right condition.

One of the biggest concerns in the industry is counterfeit drugs and supply chain disruptions. So imagine a scenario where a hospital pharmacy runs out of critical medication, or worse, where a fake product enters the supply chain. RFID tackles both of these issues by providing real-time visibility and product authentication at every step – from manufacturing to pharmacy shelves.

But for me, the most exciting potential of this technology goes beyond logistics – it’s helping patients stick to their treatments and making sure they take their medication at the right time and in the right way. I'll elaborate on this shortly.

Breaking down the barriers to RFID adoption

Whenever I introduce RFID to a pharmaceutical company, the first question is always: “But what about the cost?” It’s understandable – implementing any new technology comes with an investment and RFID involves not just the inlay but also the reading infrastructure and deployment process. If companies only look at the upfront cost, it can feel like a barrier. But the real question they should be asking is: “What’s the return on investment?”

I’ve seen how thinking beyond a single use case can completely change the ROI equation. We recently worked on an RFID project for pre-filled syringes. Initially, the goal was simple: preventing medication mix-ups. A great benefit, but alone, it wasn’t enough to justify the investment. But when we stepped back and looked at the bigger picture, we found that RFID could add value in multiple ways. From recalls to improving understanding of rejection root causes to enhance patient safety – these factors mean the cost became far easier to justify.

I like to describe RFID as a solution that keeps growing with you. Many industries start with one core use case and then expand as they discover more benefits. In apparel, for example, it started as a tool for inventory tracking but later evolved into anti-theft protection, automated checkout and customer engagement. Pharmaceuticals can follow this same path – starting with authentication and inventory visibility, then scaling to therapy compliance tracking, patient interaction and beyond.

The hidden potential of RFID in healthcare

Hopefully I've convinced you by now that RFID can do more than just offer inventory tracking and anti-counterfeiting. We're just scratching the surface. Some of the most exciting applications are only just beginning to take off.

One area I’m particularly passionate about is therapy adherence monitoring. Therapy non-adherence is a major global issue, with 50% of chronic disease patients failing to follow their prescribed treatments. The result is worsening health conditions, unnecessary hospitalizations and added strain on healthcare systems.

This is where RFID and smart packaging can make a real difference. By integrating RFID into medication packaging, we can track when a patient takes their medication and identify missed doses through NFC-enabled smartphone interactions and give healthcare providers real-time insights, allowing for more personalized care. While this technology is already being tested in clinical trials, its potential goes beyond research settings. That level of connected healthcare could revolutionize patient outcomes.

Another key area – closely tied to supply chain transparency but going beyond inventory management – is the concept of end-to-end traceability through digital twins. When an RFID inlay is embedded into a medical device or pharmaceutical product at the point of manufacture, it creates a digital twin – a unique digital record that follows the product throughout its entire lifecycle. From manufacturing and distribution to point of care, this twin provides full visibility, offering traceability for manufacturers, regulators, healthcare providers and ultimately, patients.

The more we explore RFID’s applications in healthcare and pharmaceuticals, the clearer it becomes that this technology is truly transforming patient care. At the end of the day, everything we do with RFID is about improving safety and trust in the healthcare system, and I’m excited to see where this journey takes us next.

If you're looking to maximize the benefits of RFID or need guidance on implementation, let’s connect!

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Expert in focus: Benoit Jourde on maximizing the benefits of RFID in healthcare labeling