Novartis's investment in the start-up Proteus Biomedical gave the pharmaceuticals giant access to a technology allowing for the implantation of ingestible detectors in medicinal pills and, together with assistance from the sensors, the set and wireless transmission of drug-compliance data to healthcare providers for the review of pre-determined health vitals. One application of the technology was the advancement of drug conformity: if, for some reason, such "smart pills" were not taken as prescribed, patients could be reminded to obey the recommended medication program.
The case, which is brief and based on public information, reviewed the nature and size of the drug noncompliance difficulty, describes some of the competitive options to deal with the problem, outlines Proteus's technology in this context, profiles the Proteus and Novartis businesses, and reasons by characterizing the challenge in front of Novartis as it decides which pill(s) to make smart and how best to promote the smart pill(s).
PUBLICATION DATE: December 01, 2011 PRODUCT #: BAB696-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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