If I told you that my company “uses its capability in proprietary logic-based machine learning and chemoinformatics (INDDEx™), based on the patented SV-ILP method (Patent number 8126823), to undertake drug discovery programmes for its clients,” would you have a clue what I was talking about – at least before reading that sentence three times?
Quite possibly, if you worked in that exact area. Unlikely, for the rest of the population.
One of the biggest problems for Pharma companies trying to develop an online presence is freeing themselves from the jargon commonly used in their niche, and trying to communicate clearly to the outside world. A way of speaking that may be acceptable in their own offices, internal memos and in journals simply does not make sense to the wider public, and even to some of their colleagues and other professionals they are trying to sell to.
But while it’s easy to tell companies to “ditch the jargon”, how do you do that?…

See on www.brainstorm-digital.co.uk