Blogs and articles

When we think of medical breakthroughs, most of us probably think of things like gene therapy, CAR T-cell treatments in oncology or new drugs for rare diseases. Not many of us are likely to have electroceuticals top of mind, yet they have been described as the next wave of new treatments for disease.  Maybe we

Every successful brand occupies a distinctive position in the customer’s mind. Hard to deny isn’t it? Nonetheless, critics are gunning for it and as per usual when marketing concepts are claimed to be obsolete, the effects of digital are nominated as the cause. Brand positioning died with the ascendance of social media, so some say.

It is well known that doctors can be reluctant to diagnose diseases for which no effective treatments exist. Understandable, it could be argued but perhaps not always justifiable. Alzheimer’s disease is a case in point. This is a condition that is by far the most common form of dementia and kills more people than breast