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Case Study 1 Answers

Given Imaging developed the first ingestible camera pill for viewing the small intestine by collaborating with gastroenterologist Dr. Scapa. The technology was initially limited by the lack of small enough cameras but advanced over 10 years to enable the pill. The collaboration between Given Imaging and Dr. Swain's team enhanced development by combining biological and engineering expertise. Given Imaging has since expanded into pH monitoring products and proposes developing an insulin-releasing capsule to help diabetic patients.

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Mohit Verma
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5K views3 pages

Case Study 1 Answers

Given Imaging developed the first ingestible camera pill for viewing the small intestine by collaborating with gastroenterologist Dr. Scapa. The technology was initially limited by the lack of small enough cameras but advanced over 10 years to enable the pill. The collaboration between Given Imaging and Dr. Swain's team enhanced development by combining biological and engineering expertise. Given Imaging has since expanded into pH monitoring products and proposes developing an insulin-releasing capsule to help diabetic patients.

Uploaded by

Mohit Verma
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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Mohit Verma (msverma) 20263401 Case 1: Given Imaging

Case 1: Given Imaging’s Camera


Pill
Name: Mohit Verma
Userid: msverma
ID: 20263401

1. Iddan’s friendship with gastroenterologist Dr. Scapa was one of the driving
forces that enabled Iddan to pioneer the development of the camera pill. His
experience with electro-optical instruments to enhance missiles was
transferrable to the medical application. Iddan’s curiosity and versatile
engineering skills were also crucial in the development. The development of
charge coupled devices (CCD) and complementary metal oxide
semiconductors (CMOS) were also responsible for the possibility of
downscaling from missiles to capsules. During the later stage of the project,
the support from Gavriel Meron and collaboration with Dr. Swain’s group
enabled quicker development of a prototype into a product (Schilling, 2010).

2. Initially, when Dr. Scapa had asked Iddan about the possibility of viewing the
small intestine better, there was a demand for the product, i.e. demand-pull
but due to insufficient science-push, i.e. lack of scientific discovery, there was
no progress made. Ten years later, the technology had advanced sufficiently
to provide the solutions required to overcome the existing painful
procedures. Hence, from this point on, Given’s development of the camera
pill was mainly driven by demand-pull because the unavailability of a more
convenient wireless endoscopy solution led to the development of the
camera pill.

3. There were several advantages of the collaboration between Iddan and Dr.
Swain’s team. One of these was the complementary expertise of both teams,
one in the biological aspect of the product and another in the physical
engineering aspect of the pill. These skills enabled the group to develop the
product faster by overcoming challenges collectively. The collaboration also
ensured that the device being engineered was compatible with the
application it is being designed for. This would ease the approval process
from FDA. The teaming up also facilitated human trials because of Dr.
Scapa’s surgical expertise.
There were some disadvantages associated with the merger as well.
This included the dismissal of Dr. Swain’s team’s work on cameras from “spy
shops” because they had to adopt the CMOS technology developed by Iddan
(Schilling, 2010). Another disadvantage was the increased possibility of
conflict because of increased members working in the team.
Mohit Verma (msverma) 20263401 Case 1: Given Imaging

4. As indicated on Given Imaging’s website, (Given Imaging Ltd.) their value


proposition, which is used to attract customers is:
“Given Imaging revolutionized GI imaging and patient care with the invention
of capsule endoscopy. The PillCam Platform is the recognized leader in the
field of capsule endoscopy as evidenced by more than 1,200 peer-reviewed
publications. Our most recent portfolio addition, the Bravo pH Monitoring
System, is a gold standard method for pH monitoring of gastric reflux.”
The value proposition utilizes Given’s expertise and proven results in
attracting customers.
Another competitor of Given Imaging Ltd. is Vision-Sciences Inc., which
aims at minimally invasive endoscopic procedures (Vision Sciences).

5. Given Imaging Ltd. has also recently come up with Bravo pH Monitoring
System, which is used to measure the pH in the esophagus in order to
monitor gastroesophageal reflux disease (GERD.) This product is related to
the original camera pill, because it collects data from inside the body and
transmits it wirelessly to external receivers. The new product Bravo is also
marketed in the form of a capsule, similar to the original camera pill idea.
My suggestion to the company would be to develop an insulin carrying
capsule that can be placed in the pancreatic duct to monitor the blood
glucose levels in diabetic patients and release the insulin based on a
feedback system. This will utilize Given Imaging’s existing expertise in
capsule based monitoring, but also add an additional function to the capsule.
This would be forced by demand-pull since the current alternative for diabetic
patients is painful insulin injections.
Mohit Verma (msverma) 20263401 Case 1: Given Imaging

References
Given Imaging Ltd. (n.d.). Given Imaging Home. Retrieved May 17, 2010, from
http://givenimaging.com/en-us/Pages/GivenWelcomePage.aspx

Schilling, M. A. (2010). Strategic Management of Technological Innovation (Third


ed.). New York: McGraw-Hill.

Vision Sciences. (n.d.). Vision Sciences. Retrieved May 18, 2010, from
http://www.visionsciences.com/

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