What do running water, electricity, and medical innovation all have in common?

They are all things we’ve been conditioned in the United States to expect, and as such, all things that we often take for granted.

It’s not news that the pharmaceutical industry has a messaging problem. At the ExL Pharma conference last week, a presenter shared survey results indicating that when asked about the industry’s last major medical breakthrough, many people cited the development of the polio vaccine. In case you don’t remember, the polio vaccine was developed more than 60 years ago!

The message is clear: people don’t recognize all the life-changing innovation that takes place in the pharmaceutical industry every day.

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