Your Case Analysis of Intelligent Medicine: The Novartis Proteus Alliance should be apx. 6 pages (double spaced, 1 inch margin all around, 12 point font). Be sure to add graphics and references.


Answer the following questions:


One of the two decisions Novartis needs to make is which pill or pills to make smart, and the market sensing required for this decision depends on the criterion or criteria Novartis might use for making the decision. What criterion should Novartis use for deciding which pill or pills to make smarter?



The second decision before Novartis relates to the effective marketing of the smart pill(s). What factors will play a role in the effective marketing of the smart pill?

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