A microchip capable of internally delivering prescription drugs to patients just passed its first human test with great results. This particular chip has been in the works for over 10 years and was developed by MIT researchers Robert Langer and Michael Cima, of MicroCHIPS, Inc.
The chip works relatively seamlessly. Before being implanted in the patient, prescription drugs are inserted into its reservoirs, which are sealed closed with platinum and titanium. After being implanted underneath the skin of the patient, it releases the drugs when a current is applied to the seal. The microchips can be programmed, which means drug delivery can be automated so that dispersal is at regular intervals.
For those with diseases that require daily injections, these microchips offer substantial value. Having an automated drug regimen will allow these people to stop worrying about taking their medication multiple times per day, as well as alleviate any anxiety related to administering drugs with a needle. In addition, these chips can be equipped with biosensors, which allow physicians to evaluate the drug’s effectiveness and reprogram the chip to adjust to changing circumstances. The only setback is that this work can only be done in close proximity to the chip. In other words, patients would have to see their doctor each time they need their device reprogrammed.
How often does the chip need to be replaced? The successful study [mentioned above] was for the duration of a month, although MicroCHIPS, Inc. claims device viability for 12 months or more. The procedure takes only 30 minutes and the patient does not have to stay for an extended period of time afterward.
The study was only done on osteoporosis patients, but plans are in the works for other chronic illnesses. MicroCHIPS, Inc. is designing new iterations of its current successful test chip, to include up to 400 doses per device, which translates to daily dosing for one year or more. They hope to have the chip ready and approved for launch in 2014.
As discussed in class, there are many factors to consider when evaluating the likeliness of a product being successful:
- Relative Advantage
- How does this product compare to existing competitors? At this time, competition does not exist for this specific product. Probably because of the high research costs involved, which are partially funded by MIT.
- Compatibility
- Is this product consistent with existing values and experiences? The existing method of treatment for those with chronic illnesses requires 1-3 injections with a needle per day. While receiving a microchip under the skin may not be consistent with this current experience, it seems far more appealing.
- Complexity:
- How difficult is the product to understand and use? Well, patients don’t necessarily need to know how the product works; their doctors do. The only thing the patients need to know is how often to return to their doctor for a replacement chip.
- Trialability:
- How feasible is it to experiment with the product? 100% feasible and absolutely necessary in order for the microchips to be approved for use.
- Observability:
- How observable is the quality of the use experience to other people? In this case, not very observable - other than the testimonials from the test subjects who reported that they would continue using the microchips after the one-month trial period.
I would argue that this product falls into the “Smash Hits” product category, because it requires a low degree of behavioral change and has a very high degree of product change. Patients who inject themselves with medication on a daily basis are already seeing a doctor regularly, so visiting the doctor once a year to receive a new microchip should be no ordeal. In addition, these patients won’t have to spend time injecting themselves 1-3 times per day. The degree of product change is enormous, because it goes from a simple needle injection to a complex electrical device that took over 10 years to develop.
That being said, I think this product could face some significant obstacles to success. Seeing as how this product required millions of dollars of research and each chip contains expensive materials such as platinum and titanium, it’s fair to reason that each microchip will come at a significant price. In addition to its price, some individuals may have reservations about having an electrical device injected into their body. They might prefer to stick with their current practice and avoid the risk of something going wrong with the new chips. Regardless, I’m confident that this is the future of medicine and will change more than just the way prescription drugs are administered to patients.
Sources
- “Your next prescription might be for a microchip”, Forbes
- Mchips.com
- “Note on Sensing Opportunity”, Robert J. Dolan
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