'Those who do not learn from history are doomed to repeat it." So goes the saying attributed to philosopher George Santayana. I was reminded of the philosopher's statement when I read about the medical aid giant, Discovery, sticking to its guns that there was no basis on which to review its decision to decline funding for the high-cost medicine needed to save an 81-year-old Hermanus resident despite medical schemes being apparently required to cover prescribed minimum benefits (PMBs), which include cancer, according to the regulations of the Medical Schemes Act. Asking people to learn from events of the past can be a tough ask. However, one can reasonably expect them to remember them. Especially when they are in their face, in newspapers, on their TV screens, on their Twitter timelines and everywhere else they look. The age of consumers deciding whether brands do right or do wrong by them is upon us. It will serve many a marketing director and CEO out there to accept that this is th...

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