Thinking Cap is a smart pill bottle developed by Abbott that uses lights and sounds to remind patients to take their medications on time. It connects to a mobile app where doctors can input medication schedules and patients can confirm doses. If a dose is missed, the bottle will make sounds and call the patient. Refills are easy to request through the app or a button on the bottle. The device aims to help people who forget to take their medications regularly by automating reminders and refills. It provides a solution for common problems like non-adherence, dosing errors, and inconvenient refill processes.

1. Thinking Cap
BU7255 MARKETING IN DIGITAL CONTEXT
NOV 10, 2016

2. Survey for the type of person taking medicines
in Unites States

3. Reason why people forget to take medicines
in United States
Forgetfulness
Side effects
Travelling
Others

4. 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

5. 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

6. 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

7. 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

8. Innovation-mediated Cycle

9. 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

10. How does Thinking Caps Work?
>What if someone miss to see light glow?
Musical sound
reminder
Automatic System
call your phone
Doctor calling family member

11. 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

12. 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

13. 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: MarketLine
PUBLICATION DATE: 11 Dec 2015 / REFERENCE CODE: 43227671
 Global Pharmaceuticals: MarketLine
Publication Date: December 2015 / Reference Code: 0199-0372
 To understand the Value Proposition
http://www.pmlive.com/pharma_news/value_proposition_3
609
 Understand the Value Proposition from the perspective o
pharmaceutical company
http://www.zsassociates.com/publications/whitepapers
 To see the Thinking Cap features
http://quantifiedself.com/guide/tools/430/Vitality+GlowCap

14. Thank You