“Similar-looking drug brand names can confuse doctors, nurses and pharmacists, causing patients to get the wrong medicine…. A patient confusing lente with Lantus could end up with his or her blood sugar seriously out of whack. Doctors insist that errors like these can be corrected if caught early enough.|The simplest way of fixing the problem would be banning brand names. Generic names are more descriptive and less confusing.” Matthew Herper —Lethal ConfusionForbes)