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Xiidra. Zaltrap. Gilotrif. Taltz.

What those words have in common, other than sounding like minor “Star Wars” characters, is that each is the name of a marketed drug. And, as such, each has been through the fantastic voyage by which humble molecules get white-boarded, focus-grouped, and lawyered-up on the way to having their names (and bountiful side effects) read aloud on the TV commercials that dot your nightly news.

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