The graphic is from an ad that takes up a two-page spread in the front section of today’s New York Times. What we have been calling “Clinical Evidence” (after Mechoulam, 1973), Boehringer Ingelheim Pharmaceutical, Inc. is calling “Real-World data.”  

A year ago Janssen, distributors of a rival AFib drug, Xarelto, was running ubiquitous ads featuring Kevin Nealon, Chris Bosh, Arnold Palmer, and a race-car driver whose name escapes me. But Palmer died and Bosh had to retire from basketball for health reasons.