Part 1.

Consider the Proteus Pill case. You do not need to answer the questions posed in the case, but consider the scenarios posed in those questions (some are used below). Using information regarding factors influencing innovation success, please answer the following questions:

(a) Who are the core stakeholders that need to be considered (e.g., patients, insurance companies, etc.)?

(b) For patients, what value does the Proteus Pill offer? Consider features, benefits, and needs (and for needs, provide rationale).

(c) Why might patients be content with what they are doing now and would therefore not feel they need the Proteus Pill (provide rationale)?

(d) Why might patients be fearful of Proteus Pill (provide rationale)?

(e) For patients, what independent influences might be having an impact on them (explain/provide rationale)?

(f) If you were to conduct research with/on the Proteus Pill, what research method(s) would you use (provide rationale and the questions you believe each type of research would answer)?

Part 2.

Think of your customers (note, for many of you, these may be customers who are internal to your organization) and articulate three different segments within your market place. For one of these segments: (1) list the core needs; (2) identify the critical benefits sought; (3) articulate why people might be stable with what they are currently doing, and, (4) delineate aspects pertaining to fear and uncertainty surrounding your core offering might be present.

PROTEUS PILL

Proteus Digital Health Inc.has produced a pill with a sensor on it that can alert the person taking medication, as well as others(e.g., the doctor and the care giver)if themedication is not taken. There is a transmitter on the pill. The receiver isworn as a patchon the body (go totheproteus.com website and see video)and information can bedisplayed on a smart phone. The core advantage of this technology is thatelderly people,and others who frequently take medications, would benefitfrom thisbecause forgettingto take medication is amore regular occurrence than many realize (40% to 75% in elderlypatients).

Exhibit 1: This is the official site (proteus.com). Go to the site and view the video 'Powered by you." Digital Medicines Shifting the Care Paradigm Proteus Digital Health is working to create a new category of products and services with the potential to significantly improve the effectiveness of existing pharmaceutical treatments. We call the category Digital Medicines. Digital Medicines will be the same pharmaceuticals you take today, with one small change: each pill will also contain a tiny sensor that can communicate, via our digital health feedback system, vital information about your medication-taking behaviors and how your body is responding. In partnership with companies including Otsuka Pharmaceutical and Novartis, we are furthering the development and future commercialization of Digital Medicines. We believe this will help people throughout the healthcare spectrum: CONSUMERS Sustain healthy habits and improve communication with your care network FAMILY CAREGIVERS Stay connected and reassured. even from afar CLINICIANS Make decisions based on how patients are really doing between visits CASE WORKERS Manage multiple charges, DRUG \& DEVICE MAKERS Improve health outcomes by HEALTH SY STEMS Understand demographic