BBK Worldwide^® Blog

Words Matter: The Hybrid Lexicon

In a time of confusing terminology, one thing is clear: what the industry used to consider exceptional is now considered essential.

Decentralized. Remote. Digital. Virtual. Hybrid. Companies use these terms interchangeably. There is inconsistency, over-hyping, over-promising, confusion, and a notable lack of substance. To be honest, it’s a bit like the Wild West out there.

Ever since legendary management consultant Peter Drucker famously declared that “culture eats strategy for breakfast,” strategy has suffered reputational damage. It’s time for a reputational restoration.

In the context of patient recruitment for clinical trials, strategy retains its centrality at BBK Worldwide®, serving as a fundamental catalyst of our award-winning marketing and creative efforts.