december - 2016

Maintaining Relevance In The Age Of Consumerism: Lessons From The Healthcare Industry

by Andres Nicholls on brandquarterly.com

4 min

Maintaining Relevance In The Age Of Consumerism: Lessons From The Healthcare Industry

The rise of global consumerism has shifted the healthcare landscape tremendously. People expect sophisticated levels of transparency and digital engagement from all brands. What are the brands that are so integral to your life that you can’t imagine living without them? Can you picture Monday morning without your Starbucks, or even worse, without your Apple iPhone? What about your afternoon jog without your Nike+ app? These brands hold a special place in our hearts – and wall

'Creation engineering': The art and science of naming drugs

By Susan Scutti, CNN

9 min

'Creation engineering': The art and science of naming drugs

CNN)Yearly lists of the "most popular baby names" show how tastes change over time. While Jennifer, Heather, Michael and Jason may have been favorites in decades past, today's top contenders include Emma, Olivia, Liam and Noah. The same applies to pharmaceutical drug names. the cholesterol-lowering medication Crestor was the most-prescribed branded drug in the US in 2014-2015 with 21.014.669 prescriptions. "Aspirin," for instance, was a name with legs in the early 20th centur

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