Blogs and articles

Why breakthrough science brands need special stories?

  • By cognite
  • 31st October 2016
  • Hits: 343

In healthcare, breakthrough science brands are more than advances on what’s already there. They are products that bring true innovation to areas of unmet or poorly met need.  In other words, they offer something special! Hearing that, you might think that such brands would more or less speak for themselves. In reality, the opposite is

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Rare diseases, a sustainable opportunity?

  • By cognite
  • 29th April 2016
  • Hits: 668

Once a neglected area by the pharmaceutical industry, rare diseases are now very much on the radar with drugs in the category worth $50 billion worldwide. A third of these achieve annual sales of $1billion with the market rising at 20% per annum over recent years. Unsurprisingly, the interest and growth has been driven by

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Evidence based creativity

  • By cognite
  • 28th April 2016
  • Hits: 954

Sometimes we say we know creativity when we see it but do we? Certainly, we know which ideas excite us but we need to take care that they don’t mislead us. They may stimulate us even though they’re not right for the target audience. After all, exciting marketing or advertising people is not the same

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