OBSERVATION The iPill delivers drugs directly to the disease WHAT'S HAPPENING Open your mind wide! Dutch tech tank Philips introduced a smart iPill that monitors temperature and acidity as it travels down the digestive highway and drops its drug cargo right where it's needed. It was developed to reduce dosages and side effects with targeted treatment (TheRegister.co.uk 11.12.08). Packed in the plastic pill are a microprocessor, battery, wireless radio and the drug. Doctors and iPill communicate via computer. Some concerns about the iPill are the cost — currently $1,000/pill — and the, er, end game. The precedent in ingestech are pill cams that send back photos from deep inside the colon. WHAT THIS MEANS TO BUSINESS Smart cars, smart toasters — who wants to take a dumb pill? Innovative design that works better with less drug and fewer side effects goes down like butta. Our Customization Nation comes together over tech that allows personal specs rather than one-size-fits-all solutions. RESOURCES Philips GENERATIONS General Market Older Boomers Young Adults Younger Boomers Active Matures Millennials Matures Boomers Older Matures Gen Xers US Latino Young Adults Seniors Midlifers African American Older Boomers Young Adults Younger Boomers Active Matures Millennials Matures Boomers Older Matures Gen Xers Asian American Young Adults Seniors Midlifers CATEGORIES Disease and Disease Prevention Pharmaceuticals Technology Values design innovation performance leading edge prevention Macrotrend TorquingSM