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While Jain touches briefly on pharma (he shares my observation that the eternal dream of creating a "service beyond the pill" has struggled), his focus is on healthcare delivery.
So Mehta went back to the drawing board, with the hope of creating a service that would combine the element of the check-in he found intriguing with Buzzd and advertising and marketing elements (Mehta's first startup mobile marketing service Ipsh! was sold to Omnicom years ago).
Similarly one key informant recommended a peer-to-peer service whereby women with smoking experience call other women to offer cessation support, while another described the possibility of creating a service that utilizes a "mobile health bus" to reach individuals who live in remote communities.
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He deliberately made digital service a part of overall civil service reform, with the goal of creating a civil service that was less bureaucratic, more skilled, digital and unified.
As first director general of the Foreign Ministry, from 1948 to 1959, Mr. Eytan faced the challenge of creating a diplomatic service that would help Israel gather international support, counter the effects of the Arab trade embargo and encourage immigration.
For Betsy, the Plank Scholarship Fund was a way of creating a lasting service to college students entering her much beloved career.
When smartphones arrived in Korea around 2009, he hit upon the idea of creating a messaging service that would outshine utilitarian SMS texts.
"I am deeply committed to our mission of creating a revolutionary service that enables effective and affordable transportation that is widely used among all sectors of society.
"Instead of creating a new service that forces you to add all of your friends," says Lin, "we end up using Twitter for messaging,".
And Susan Hershman, whose 20-year-old son Danny also has autism, felt as Nancy did and suggested the idea of creating a special service.
I assigned the task of creating a public service announcement using an athlete and Jenifer Swanson donned a black wig to play Danica Patrick in a breast cancer spot.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com