In 1939, after serving 21 years as President, Zeboim Charles Patten decided that the Company needed young management to address the rapidly changing drug industry. Lupton Patten, son of John A. Patten, took over as president of the Chattanooga Medicine Company at the age of 31 and in doing so moved the Company forward into the modern era. He established a nationally recognized research program and introduced diversification by entering into the fine chemical and prescription drug business. He also led the charge to modernize the plant with automated equipment and packaging techniques. Like his predecessors, Lupton Patten had many interests beyond his immediate business. He served on the boards of trustees of the University of Chattanooga, Girl's Preparatory School and The Bright School.
In 1941, the Chattanooga Medicine Company entered into the pharmaceutical business through the formation of Brayten Pharmaceutical Company. Brayten's products were promoted to physicians through medical journals, medical mailings and a detail crew who personally called on each physician.