Read the study case and answer " you make the call" questions. For 5-31 I need two factors and for question 5-32 I need two alternatives.

Marketing in Action Case Real Choices at Novartis arkefing in Action Case How would you like it if every time you used your medication capture from the patient and the connected Breezhaler device, somebody knew about it? Novartis wants to collect information patients can monitor their adherence to the medication they in the cloud whenever someone uses its Breezhaler inhaler. The take which is vital to their health outcomes." Novartis wants company has entered into an agreement with Qualcomm Life, to be the first pharmaceutical company to provide a connected Inc. to create an inhaler with Internet connectivity that will trans- delivery device to give patients an easy-to-use and simple ex- mit information when patients use the Breezhaler. The device perience. In addition, physicians and other healthcare providers delivers chronic obstructive pulmonary disease (COPD) treat- may have access to the data and use it to directly monitor the ments of Onbrez, Seebri, and Ultibro. The companies will be able patients condition and medicine usage to accumulate data concerning the user's medical condition, the efficacy of the drug, and the device itself from a huge number amounts of patient data comes with significant risk. The infor- of patients. The collaboration may lead to broad healthcare ben mation gathered by the Breezhaler will reside on the patient's efits, but patient confidentiality will be an important issue Despite the potential benefits, the collection of large device, the healthcare providers systems, and the cloud. This The roots of Novartis go back over 250 years. The mod- d creates an attractive opportunity for criminals to steal ern day enterprise is the union of three Swiss companies: information like names, birth dates, insurance policy numbers Ciba, Geigy, and Sandoz. Headquartered today in Basel, billing data, and medical diagnostic codes. Stolen medical data Switzerland, Novartis is a global leader in innovative mediis handy to create fake IDs, buy medical equipment, or acquire cines, eye care, and cost-saving generic pharmaceuticals. The drugs. Erik Vollebregt, a medical device cybersecurity and pri- company's global research operations include publicly funded vacy attorney, remarked, "The more information, the easier collaborative research projects involving other corporate and identity theft is and the more valuable the profiles that the academic partners. Novartis owned companies employ aphacker can sell to third parties." In addition, he believes that proximately 120,000 full-time associates and provide pharma- the possibility increases for criminals who hack the informa- tion systems to use the data to threaten the lives of patients ceutical products in more than 180 countries. With this new Breezehaler initiative, when patients use theand blackmail the manufacturer product it will send tracking information on their smartphones Novartis can use the cloud-based medical information or tablets. Patient statistics transmit wirelessly to a Novartis to acquire a better understanding of the impact of medica- COPD mobile application, which then transmits the data to ion the treatment of COPD. However, it has to develop the cloud. David Epstein, a Division Head and CEO of Novartis methods to ensure that the data sharing is confidential yet Pharmaceuticals, stated, "By enabling near real-time data will still be of practical use to their researchers. How should