Making Healthcare Better: Connected Business-Clinical Platforms Save Lives and Money Market Corner Commentary By David W. Johnson2 Founded in 1865, the German company BASF grew to become the world’s largest chemical manufacturer. By the early 1990s, BASF was a household name in Europe and Asia, but was relatively unknown North America. To increase its visibility, BASF launched a slick brand awareness campaign in 1990. Its legendary “Make Things Better” ads made BASF a household name in the U.S. and Canada. This success occurred even though the low-budget campaign ran ads primarily on cable news shows. The ad’s tagline was long but catchy: “We don’t make a lot of the products you buy. We make a lot of the products you buy better.” A typical ad from this campaign had the fol

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