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Duality & Medical Device Naming

Naming is always tough. But naming medical devices – especially ones that touch, cut, push, pull or mend the body – is about as tough as it gets. We work in this sector regularly (see PentaPoint and a pending case study for Teleflex), and have realized that smart...

“You don’t know aarp”

Have you seen the movie Mean Girls? One of the popular teen girl characters desperately tries to invent a new slang word, using ‘fetch’ to mean ‘cool’ as often as possible. She is cruelly shut down by the Queen Bee of her clique: “Gretchen, stop trying to make ‘fetch’...