According to a recent article in Psychology Today, medical errors are the third leading cause of death in America: when lives are on the line and doctors need to get specialized treatments to patients, speed can a priority. And when prescribing specialized drugs, the branding (and safety) of those drugs could become a matter of life and death, as “look alike, sound alike” medications kill one person per day and injure 1.3 million each year according to the WHO.