Novartis is collaborating with Rani Therapeutics, a US start-up in an endeavour to produce a so-called ‘robotic pill’ enabling a convenient administration of complex biotech drugs that are otherwise, normally given by injection.
Rani’s capsule looks very much like a conventional pill, and is swallowed in the same way. However, the underlying mechanism of action differs in that the pill contains tiny needles made of sugar that are pushed into the wall of the intestine to deliver the drug.
Poring endlessly over digital health data achieves absolutely nothing for the pharmaceutical industry in terms of its evolution towards the much-talked about but seldom delivered upon theoretical goal of 'patient-centricity'.
Of course, it's much easier to create infographics and trade statistics than it is to develop and execute reforms.
However, it is becoming clear that the age of 'pharmaceutical marketing' as it is traditionally understood is not only over, but that we have reached a point where pharmaceutical marketing has become trust corrosive and counter-productive. Worse still, in the near future it will be seen to be toxic.
It comes down to this: if the patient is to be at the centre of pharma's activities, there will no longer be room for the brand.
Tapping BlackBerry as part of a push into hospitals is a natural fit for Samsung, particularly because Apple just raised the stakes of the enterprise mobility game by inking a high-profile partnership with IBM, and healthcare was a big part of that push.
All factors worth bearing in mind, certainly, but in a sense this article is simply a reminder that every potential intervention needs to be considered on its merits, and that potentially successful solutions reside in the middle of a complex set of interrelations.
Overlooking any one of them is likely to consign your efforts to failure.
Oh, and good luck with 'interoperability'.
Who can really be said to have 'cracked' this yet, beyond marketing spin?
A 'Gordian Knot' solution that addresses the difficulties of legacy providers' EHR interoperability by severing ties with them altogether, and taking a consumer-led view by using the patient's own healthcare records seems only a generation or two of devices away at this point.
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