Swell and lousy.

According to Lucy's erudite and pedantic teacher, these are two words you should never use. Never.

So, I think that this guy with the bow tie might be able to teach the life science industry a thing or two about itself.

Words matter.

We don't often see words like 'swell' or 'lousy' in the traditional pharmaceutical lexicon. But we frequently see another two words that, I believe, are downright lousy! Words that have infiltrated the life science dialogue to the point that most professionals see them as benign terms of the trade.

Those words are 'trial' and 'recruitment'.

If you're not familiar with the context, both words are associated with drug trials where patients are recruited for enrollment in a scientific study to evaluate a drug. The very task of getting patients into these clinical studies is very difficult. Aside from an underlying illness that might be life threatening, the associated tasks of regular exams and blood tests (to name a few) make it an uphill battle for both pharma and patient. In fact, new options for finding and engaging patients are top of mind for many contract research organizations and pharmaceutical companies.

Clinical trials are vital. They are the lifeblood of drug development. But as difficult as the task may be, the studies are encumbered by language and these two 'lousy' words that make me crazy.

Let's start with the word 'trial'. One trip to the dictionary or just to your imagination and clearly it's something that you would like to avoid. Either you're on trial--a formal examination before a judge or jury to determine guilt and punishment--or you're subjected to the trials and tribulations of life's difficult situations. Either way, it ain't optimal.

How about recruitment? Your instantaneous word association can certainly conjure the feelings of enlisting in the military service, heading to battle, and putting your life at risk.

Interestingly, drug trials are battles. And the drug will stand before a jury of clinicians, administrators, and regulators. But I wonder if these are the best words that we can choose to foster patient engagement? Is psychopathology working to the advantage of the life science industry or against it? From politics to conversation, a simple word or phrase can make a huge difference in communicating a point. I believe that it might be time for pharma to think about this too.

I hope Lucy remembers how insidious those two words can be--how they define your status in life for better or worse. And maybe, the life science industry can follow along.