Marketing in Action Case Real Choices at NovartisHow would you like it if every time you used your medicationsomebody knew about it? Novartis wants to collect informationin the cloud whenever someone uses its Breezhaler inhaler. Thecompany has entered into an agreement with Qualcomm Life,Inc. to create an inhaler with Internet connectivity that will trans-mit information when patients use the Breezhaler. The devicedelivers chronic obstructive pulmonary disease (COPD) treat-ments of Onbrez, Seebri, and Ultibro. The companies will be ableto accumulate data concerning the user's medical condition, theefficacy of the drug, and the device itself from a huge numberof patients. The collaboration may lead to broad healthcare ben-efits, but patient confidentiality will be an important issue.The roots of Novartis go back over 250 years. The mod-ern day enterprise is the union of three Swiss companies:Ciba, Geigy, and Sandoz. Headquartered today in Basel,Switzerland, Novartis is a global leader in innovative medi-cines, eye care, and cost-saving generic pharmaceuticals. Thecompany's global research operations include publicly fundedcollaborative research projects involving other corporate andacademic partners. Novartis owned companies employ ap-proximately 120,000 full-time associates and provide pharma-ceutical products in more than 180 countries.With this new Breezehaler initiative, when patients use theproduct it will send tracking information on their smartphonesor tablets. Patient statistics transmit wirelessly to a NovartisCOPD mobile application, which then transmits the data tothe cloud. David Epstein, a Division Head and CEO of NovartisPharmaceuticals, stated, "By enabling near real-time datacapture from the patient and the connected Breezhaler device,patients can monitor their adherence to the medication theytake which is vital to their health outcomes." Novartis wantsto be the first pharmaceutical company to provide a connecteddelivery device to give patients an easy-to-use and simple ex-perience. In addition, physicians and other healthcare providersmay have access to the data and use it to directly monitor thepatient's condition and medicine usage.Despite the potential benefits, the collection of largeamounts of patient data comes with significant risk. The infor-mation gathered by the Breezhaler will reside on the patient'sdevice, the healthcare provider's systems, and the cloud. Thisdata creates an attractive opportunity for criminals to stealinformation like names, birth dates, insurance policy numbers,billing data, and medical diagnostic codes. Stolen medical datais handy to create fake IDs, buy medical equipment, or acquiredrugs. Érik Vollebregt, a medical device cybersecurity and pri-vacy attorney, remarked, "The more information, the easieridentity theft is and the more valuable the profiles that thehacker can sell to third parties." In addition, he believes thatthe possibility increases for criminals who hack the informa-tion systems to use the data to threaten the lives of patientsand blackmail the manufacturer.Novartis can use the cloud-based medical informationto acquire a better understanding of the impact of medica-tions on the treatment of COPD. However, it has to developmethods to ensure that the data sharing is confidential yetwill still be of practical use to their researchers. How should Novartis use the information to create medical benefits to5-32. What are the alternatives?both patients and healthcare professionals and at the sametime protect the sensitive data?5-33. What decision(s) do you recommend?5-34. What are some ways to implement your recommenda-tion?You Make the CallSaurces: Jahn Mir, "Sig Phumas Bar an Big Data Outes Oppanunties and Ris" Rees lanary 25, 2016, tmpu tssantatictahamand DIONAD cesed May 10, 20 "Corpany Hatany Na, ps.nourtsontbataloeantanpanyry acced May 10, 201 "Noas Phamacndica Colatorats wh Ouomm in DiImozion wih he Breatuar halr Deice to Tut COPO Naarts, mpanoartik.conhowsmeddaseshaarsshunca-cokitens-qucanndlaieulen-trhem (acd May 10 201.5-30. What is the decision facing Novartis?5-31. What factors are important in understanding thisdecision?

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Marketing in Action Case Real Choices at NovartisHow would you like it if every time you used your medicationsomebody knew about it? Novartis wants to collect informationin the cloud whenever someone uses its Breezhaler inhaler. Thecompany has entered into an agreement with Qualcomm Life,Inc. to create an inhaler with Internet connectivity that will trans-mit information when patients use the Breezhaler. The devicedelivers chronic obstructive pulmonary disease (COPD) treat-ments of Onbrez, Seebri, and Ultibro. The companies will be ableto accumulate data concerning the user's medical condition, theefficacy of the drug, and the device itself from a huge numberof patients. The collaboration may lead to broad healthcare ben-efits, but patient confidentiality will be an important issue.The roots of Novartis go back over 250 years. The mod-ern day enterprise is the union of three Swiss companies:Ciba, Geigy, and Sandoz. Headquartered today in Basel,Switzerland, Novartis is a global leader in innovative medi-cines, eye care, and cost-saving generic pharmaceuticals. Thecompany's global research operations include publicly fundedcollaborative research projects involving other corporate andacademic partners. Novartis owned companies employ ap-proximately 120,000 full-time associates and provide pharma-ceutical products in more than 180 countries.With this new Breezehaler initiative, when patients use theproduct it will send tracking information on their smartphonesor tablets. Patient statistics transmit wirelessly to a NovartisCOPD mobile application, which then transmits the data tothe cloud. David Epstein, a Division Head and CEO of NovartisPharmaceuticals, stated, &#34;By enabling near real-time datacapture from the patient and the connected Breezhaler device,patients can monitor their adherence to the medication theytake which is vital to their health outcomes.&#34; Novartis wantsto be the first pharmaceutical company to provide a connecteddelivery device to give patients an easy-to-use and simple ex-perience. In addition, physicians and other healthcare providersmay have access to the data and use it to directly monitor thepatient's condition and medicine usage.Despite the potential benefits, the collection of largeamounts of patient data comes with significant risk. The infor-mation gathered by the Breezhaler will reside on the patient'sdevice, the healthcare provider's systems, and the cloud. Thisdata creates an attractive opportunity for criminals to stealinformation like names, birth dates, insurance policy numbers,billing data, and medical diagnostic codes. Stolen medical datais handy to create fake IDs, buy medical equipment, or acquiredrugs. Érik Vollebregt, a medical device cybersecurity and pri-vacy attorney, remarked, &#34;The more information, the easieridentity theft is and the more valuable the profiles that thehacker can sell to third parties.&#34; In addition, he believes thatthe possibility increases for criminals who hack the informa-tion systems to use the data to threaten the lives of patientsand blackmail the manufacturer.Novartis can use the cloud-based medical informationto acquire a better understanding of the impact of medica-tions on the treatment of COPD. However, it has to developmethods to ensure that the data sharing is confidential yetwill still be of practical use to their researchers. How should Novartis use the information to create medical benefits to5-32. What are the alternatives?both patients and healthcare professionals and at the sametime protect the sensitive data?5-33. What decision(s) do you recommend?5-34. What are some ways to implement your recommenda-tion?You Make the CallSaurces: Jahn Mir, &#34;Sig Phumas Bar an Big Data Outes Oppanunties and Ris&#34; Rees lanary 25, 2016, tmpu tssantatictahamand DIONAD cesed May 10, 20 &#34;Corpany Hatany Na, ps.nourtsontbataloeantanpanyry acced May 10, 201 &#34;Noas Phamacndica Colatorats wh Ouomm in DiImozion wih he Breatuar halr Deice to Tut COPO Naarts, mpanoartik.conhowsmeddaseshaarsshunca-cokitens-qucanndlaieulen-trhem (acd May 10 201.5-30. What is the decision facing Novartis?5-31. What factors are important in understanding thisdecision?

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