When Naming a Product, Always Involve an Advertising Copywriter
Hillenbrand's own story is mesmerizing. For more than 25 years she has been in a state of perpetual exhaustion, dizziness and pain—able to research and write for only a very few hours a day.
If at all.
The disease—Chronic Fatigue Syndrome—afflicts roughly 1 million Americans. Little is known about it. Many victims are disparaged as fakers and whiners.
"I was taught at medical school 40 years ago that this was all hysterical nonsense," said Dr. Charles Shepherd, a UK specialist. "It was an illness which was either ignored, or dismissed, or regarded with extreme skepticism."
Until recently, this disease went undiagnosed.
It first came onto the Centers for Disease Control radar in the 1980s.
Known as Myalgic Encephalomyelitis in the UK, it afflicts 250,000. ME Research UK was founded in 2000. From its Website:
As a Scottish Charitable Incorporated Organisation since 2011, we have no members, and so our structure is similar to many charitable trusts which focus on scientific research into specific diseases.
In this country the Chronic Fatigue Research Center operates as an offshoot of the Stanford University Genome Technology Center.
All of this peanuts compared with, for example, with the 155 Organizations devoted to cancer generating billions of dollars annually. The 3 biggies:
Name Amount Raised Annually
City of Hope $1.3 Billion
American Cancer Society $924 Million
Susan G. Komen $264 Million
Thanks to Laura Hillenbrand, a bright spotlight now shines on Chronic Fatigue Syndrome.
For the first time, an opportunity exists to raise money for serious research and possibly a cure.
What's In a Name?
"Chronic Fatigue Syndrome" is descriptive. Unlike "polio" or "diabetes" you can empathize.