Clinically Proven

By Deane Barker tags: media

Is it just me, or is the stupidest, most vacuous phrase in all of marketing, “clinically proven.”

What does this mean? Does it mean, “proven in a clinic”? Which clinic? Proven by whom? To do what? Verified by what impartial judge? You hear this phrase all the time, and it strikes me as the biggest crock in all of marketing. But it sounds oh so impressive, and no one questions it.

After all, use of that phrase is clinically proven to sell stuff.

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