Novartis AG uses tech to rebrand itself

Novartis AG is introducing new technology into its products to reinvent its image.

The Switzerland-based drug giant is implementing technology such as Google's sensors in contact lenses and pills with sensors that tell patients when they have missed a dose. The goal is to put Novartis AG at the front of the changing healthcare field, according to Bloomberg Business.

Novartis AG partnered with computer chipmaker Qualcomm in January to fund a $100 million initiative to find startups that are innovating mobile health monitoring. The company has sold its vaccines patents to U.K.-based GlaxoSmithKline and bought GSK's cancer drug line in return. The company's CEO, Joe Jimenez, has tried to move the company from being a staple to being an innovator, according to the report.

Mr. Jimenez is also leading the digital medicine push. He is preparing the company for value-based reimbursement models and investing in technology that will support improved patient outcomes, according to the report.

"We would go in with a package of services including the pharmaceutical, the technology that will help that patient comply and a warning system that showed if that patient was not complying," Mr. Jimenez told Bloomberg Business. "We will have to partner with companies that have like interests in the tech space."

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