Blogs and articles

Rare diseases, a sustainable opportunity?

  • By cognite
  • 29th April 2016
  • Hits: 1768

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: 1850

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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Purpose, profit and brands

  • By cognite
  • 9th December 2015
  • Hits: 1580

Nowadays, it is fashionable to talk about being customer centric, easy to say but not so easy to live up to. Not easy, because it’s actions, not words, which reveal the truth about a company. The news is never short of stories about companies suppressing data, charging outrageous prices or behaving in a way that

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