"We will continue to be the drugstore New Yorkers turn to, " said Duane Reade CEO John Lederer.

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Of course she can, but the time spent finding a drugstore in a new city and getting back to the hotel could be 30 minutes better spent preparing for a meeting or catching up on e-mails while a staff member delivers said toothbrush to your doorstep.

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The largest chain drugstore lobbying group is backing the effort, arguing that the new rules are inefficient and limit access to the medicines.

WSJ: In Health Law, Rx for Trouble

Some of the devices sell by prescription or on drugstore shelves, while others like the diabetes monitor and blood pressure cuff have entered a new venue for medicine the Apple store.

NPR: Physical By Smartphone Becoming Real Possibility

Osborn described, for instance, how the technique inspired a group of ten admen to come up with eighty-seven ideas for a new drugstore in ninety minutes, or nearly an idea per minute.

NEWYORKER: Groupthink