How branding science can communicate volumes

In our weekly expert view piece, Robert Finkel, CEO and lead strategist at Freshblood Health Market Consultants, takes a look at the concept of 'branded science' - a classic marketing and behavioral science technique - as a potent means of communication.

Words matter. Unlike the recent crop of awkward-sounding pharmaceutical brand names that convey an obscure meaning at best, new scientific terminology that defines emerging medical concepts needs to facilitate audience understanding.

I refer to this kind of specialized terminology as “Branded Science,” a method for applying classic marketing and behavioral science techniques to describe the pivotal technologies, mechanisms, or scientific concepts that accurately define a therapeutic product or category.