Segmenting not stereotyping

In a world that frowns on stereotypes as being discriminatory, how can marketers segment successfully and meaningfully?

Irresistible Logic

The rise in bacterial resistance means that antibiotic armageddon is almost upon us, warns the Chief Medical Officer. How can we convince people to do what's best for them?

An earful of sunshine

From darkest Finland, a tech innovation to light up your life

Careers Advice for the Apocalypse

Has mankind outsmarted its age-old enemies? A new book argues that it has.

A Prick in a Box for Optimal Health

Can a finger prick or urine sample at home help patients keep on top of their health?

Indians scalp cowboys in patent war

An unlikely treaty between global pharma and native Americans

Hunt vs Hawking: We'll call it a draw

The recent spat between Jeremy Hunt and Stephen Hawking proves that you should choose your battles carefully

Empathology: The science of being someone else

To truly understand another person, it isn't enough to stand in their shoes. You also have to feel their blisters.

"Legal highs" ruling leaves illegal labs laughing

In a test case yesterday, a judge said yes to N2O

How to be a patient

To get the best out of your GP, you must learn to be a better patient

Life at the end of the Brexit tunnel

The new Life Sciences Industrial Strategy could be a lifeline for the NHS

A man walks into a surgery: The role of storytelling in pharma marketing

Communicating through stories can make your brand messages more meaningful, memorable and persuasive

Could tech save the NHS?

The recent cyber attack on the NHS showed the danger of not investing in technology. But the right kind of technology could save it.

The Elixir of Life?

Are we on the verge of immortality? Probably not, but here's to dreaming...

Bog-roll origami: adding value in an undifferentiated market

When you are competing with similar products, you need to find a point of difference that is valued by your customers

Pepsi is Not The Real Thing

Why do advertisers get it so wrong when they are trying to be authentic?