When he walked into a medical convention exhibit hall a few years ago and saw the backside of a life-sized model of a rhinoceros, Stan Hull senior vice president at GlaxoSmithKline, Research Triangle Park, N.C., had an “Aha!” moment. What does a rhinoceros — in this case it was a product promotion — have to do with healthcare? he wondered. The glitz, glamour, and gimmicks create a poor impression with regulators and the media who are closely scrutinizing medical meetings. “We want to find ...

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