If a brand indicated for the treatment of an enlarged prostate was proven to also grow hair, should that brand identity remain? This is exactly what happened in the case of Merck’s Proscar (finasteride). The FDA approved Proscar to treat Benign Prostatic Hyperplasia (BPH). During the clinical trials, and in […] keep reading
Naming is not branding: a lost opportunity for Chronic Fatigue Syndrome
“The Institute of Medicine (IOM) is an independent, nonprofit organization that works outside of government to provide unbiased and authoritative advice to decision makers and the public.” So says the lead sentence on their website page, About the IOM. As advisors, independent authorities can offer a refreshing perspective. But when […] keep reading
The psychodynamics of vaccine deniers: the caregiver conundrum
People’s behaviors and buying preferences change significantly when seeking a remedy for an illness that affects them. They go from being “consumers” of goods that celebrate their sense of self–“I got a new iPhone!” “A new Dior bag!” “A new Mustang!”–to a compromised and diminished version of themselves. Healthcare brands […] keep reading