Word: consumerized
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It seems the inquiries are coming just in time. A commentary in the May 22 issue of the New England Journal of Medicine highlights a potentially risky shift in direct-to-consumer (DTC) ads - from drugs to devices. Last Thanksgiving, Johnson & Johnson launched its new TV commercial for Cypher, a...
The original version of this article implied that television advertisements for Cypher were the first direct-to-consumer advertising for a medical device. Cypher was the first company to advertise percutaneous transluminal coronary angioplasty with drug-eluting coronary stents, but other types of medical devices had been advertised on television...
As a strategist, though, Plank is more brains than brash. Many analysts admire his approach to expanding his brand. Under Armour could have jumped right into one of the two biggest sports-footwear categories--running and basketball--to try to steal share from Nike, Adidas and other Bigfeet. Instead, the...
Eating healthy can be difficult, especially during finals. To make the task easier, the Harvard School of Public Health has just revamped its user-friendly food pyramid model. The department of nutrition at the school has relaunched its Web site, www.thenutritionsource.org, complete with a free, downloadable version of its Healthy...
It's an unusual step for a company that doesn't have much contact with normal consumers. Dassault is an industry leader in powerful modeling software, used by aerospace and automotive engineers to design parts and products. Its clients include Boeing, Airbus, Daimler and Ferrari. "Its core markets are fairly...