Case | HBS Case Collection | December 2008 (Revised April 2010)

Proteus Biomedical: Making Pigs Fly

by Richard G. Hamermesh, Lauren Barley and Ginger Graham


Proteus is a healthcare start-up that has developed technology to embed electronics for computing and sensing in existing medical devices and drugs. The technology could potentially change the basis of competition in the pharmaceutical industry. The company is currently considering a number of licensing and business development deals and must choose which one(s) to pursue.

Keywords: Business Startups; Entrepreneurship; Technological Innovation; Rights; Negotiation Deal; Business Strategy; Health Industry; Medical Devices and Supplies Industry; Pharmaceutical Industry;


Hamermesh, Richard G., Lauren Barley, and Ginger Graham. "Proteus Biomedical: Making Pigs Fly." Harvard Business School Case 809-051, December 2008. (Revised April 2010.)