Pills talking to your doctor for you?

Digital Pill that Talk to your Doctor are here
https://www.wsj.com/articles/fda-approves-worlds-first-digital-drug-1510621146

   Imagine never having to go to the doctor's office again just because you missed taking your medication. The U.S. authorities have just approved Otsuka's first digital drug that signals smartphones once it reaches your gut. The signal it sends is to your doctor so they are aware that you have taken your medication. The main focus of this pill was for patients with mental illnesses who don't always take their medication or are forgetful of it which jeopardizes the success of their treatment. 

   Though it is a good concept, the digital pill is competing against an alternative form of an injection. The injection reduces the risk of missing a dose because it is supervised by a doctor. The way the digital pill is being marketed is towards the fact that the injection is not a suitable option for everyone, meaning there should be alternative options. They are trying to reach a larger target audience than the injection does. 

   Not only is it facing competition from the injection, but also from other digital pills. Once Otsuka's pill's patent was expired, the market flooded with generic knockoffs for much cheaper. These pills are essentially giving the same results but much cheaper at the price of $45 a month, whereas Otsuka's pill has the list price of at least $891 a month. 

   Since Otsuka's price is much higher for the pill, they need to compete against other cheap forms of the pill. They need to market their drug to show why it is that expensive and that it works long term and for a variety of ways, not just short term and focuses on only one thing.