Thinking Cap

BU7255 MARKETING IN DIGITAL CONTEXT

NOV 10, 2016

Survey for the type of person taking medicines

in Unites States

Reason why people forget to take medicines

in United States

Forgetfulness

Side effects

Travelling

Others

Quick Overview

Company’s brief summary (Abbott)

About Thinking Cap

Segmentation Persona

Innovation-mediated cycle

How does Thinking Cap work?

Outline

What if someone miss to see light glow?

How to refill the pill bottle

Conclusion

Abbott’s brief Summary

Strength:

One of the biggest pharmaceutical company (135th in fortune 500)

Weakness:

Had a significant debt around 7.8 billion by the subsequent M&A (in Dec. 2014)

Opportunity:

Strategically shifting their market from developed to developing countries

Threat:

Risk of the emerging generic drugs after the expiration of their branded drugs

About Thinking Cap

Thinking Cap is an innovation from internet of things

Thinking Cap uses android and apple platform

Application will easily available on play (App) store

This is actually a small pill bottle with glowing lamp on it

Thinking Cap is a device which needs continuous internet

Segmentation (Persona)

Developed Nation Business Class:

Aged: 30-50 Income: 40K-50K Occupation: Professional

Psychographic: Health Conscious, frequent traveller for job & private

Developing Nation Business Class:

Aged: 30-50 Income: 35K-50K Occupation: Professional

Psychographic: Health Conscious, Busy worker difficult to seek time

Developed Nation Retired Men/ Women

Aged: 50 above Income: ailments / saving Occupation: Retired

Psychographic: Health Conscious, frequently forget to take medicine

Innovation-mediated Cycle

How does Thinking Caps Work?

>Outline

Doctor feeds

information in

the app

Patients switches off the

glow with the app

Patient

request for

the refill

Pharmacist

delivers the

medicine at

home

How does Thinking Caps Work?

>What if someone miss to see light glow?

Musical sound

reminderAutomatic System

call your phone

Doctor calling family member

How does Thinking Caps Work?

>How to refill the pill bottle

Refilling is Simple & Easy

By pressing the push button under the

thinking cap

By pressing the refill button in mobile

app

Conclusion

Major Problems

Forget to take medicines on time

Risk of overdosing / underdoing

Troublesome refilling process

Risk of unexpected second effect

Waiting for a long queue in clinic

Solution by Thinking Cap

Secured intake at proper time

Appropriate dose of medicines

Easy to purchase via online

Constant consultation with doctor

Saving time via online counselling

References

2015 Abbott Annual Report

http://www.abbottinvestor.com/phoenix.zhtml?

WikiPedia: Abbott Laboratories

https://en.wikipedia.org/wiki/Abbott_Laboratories

Abbott Laboratories SWOT Analysis: MarketLinePUBLICATION DATE: 11 Dec 2015 / REFERENCE CODE: 43227671

Global Pharmaceuticals: MarketLinePublication Date: December 2015 / Reference Code: 0199-0372

To understand the Value Proposition

http://www.pmlive.com/pharma_news/value_proposition_319609

Understand the Value Proposition from the perspective of pharmaceutical company

http://www.zsassociates.com/publications/whitepapers

To see the Thinking Cap features

http://quantifiedself.com/guide/tools/430/Vitality+GlowCaps

Thank You