Baxter wanted bold ideas for their social-first B2B Connected Care video series.

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So I pitched a concept that imagined a world without interconnected devices — a fictional, curable disease state known as "CONNECTILE DYSFUNCTION."

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For perfectly rational reasons, Baxter wasn't ready to go there.

 

So, enter Hugo Connectington, face of the not-making-fun-of-any-existing-disorder disorder,

CONNECTION DYSFUNCTION.