One could make the case for both titles, with Musk's recent moves also irritating the medical community.

Walmart and Walgreens serve medical care deserts in rural America -- and Walgreens aims to create clinical trial centers.

Dollar General worked with OTC drug makers on a pilot campaign designed to help consumers in "health deserts" -- underserved communities.

The paid media campaign, "We Actually Care," directly names and rebukes Children's Tylenol -- and by association, the FDA.

The "Meant to Be Together" campaign focuses on the lives and relationships of people affected by cancer.

The tense film features a rural area afraid of blood contamination from an unknown terror.

"What we endeavor to become is a consumer lifestyle brand," said Ryan Anderson, Quest Diagnostic's executive director of consumer marketing.