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Name That Brand: A Pilot Program

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The eventual outcome of the FDA’s two-year Proprietary Name Review pilot project may have positive implications for the industry in the long run, but in the short term, it means more money spent and more time pressure for marketers. Our experts say the burden on pharma companies to conduct their own testing and evaluation will multiply by 10 the cost of the drug naming process.
According to Nancy Globus, Pharm.D., director of operations at Med-ERRS, participating in the pilot may be extremely cost prohibitive.
“If sponsors comply with all of the requirements set out in the FDA’s concept paper, it may cost them up to 10 times more than what they normally spend for premarket trademark safety testing,” she says. “It’s not only about the money, it’s also more work. And there isn’t any guarantee that the name will get approved by the FDA than if the company went…

Experts on this Topic
Brannon Cashion. Senior VP, Addison Whitney, an inVentiv Health company, is a brand development and ­identity consulting firm. For more ­information, visit ­addisonwhitneyhealthcare.com or e-mail bcashion@addisonwhitney.com.
Paul Dreyer. Chief Commercial ­Strategist, Friday Morning, which focuses its experience on telling ­memorable ­stories to create brands ­physicians can believe in through ­compelling messages that are accurate, ethical, and in harmony with the mood of the times. For more information, visit ­fridaymorning.com.
Nancy Globus, Pharm.D. Director of Operations, Med-ERRS, a wholly owned ­for-profit subsidiary of the nonprofit ­Institute for Safe Medication Practices that assists global pharmaceutical and ­healthcare technology companies in ­evaluating the safety of their products, both pre-launch and post-marketing. For more ­information, visit med-errs.com or e-mail nglobus@med-errs.com.
Maureen Mangiavas. VP, Marketing and Strategy, The Hal Lewis Group, a healthcare advertising agency ­specializing in the life ­sciences. For more information, visit hlg.com.
Ahnal Purohit, Ph.D. CEO and ­President, Purohit Navigation, an ­independent, full-service healthcare ­communications company that navigates the full potential of small-to-midsized ­specialty brands. For more information, visit ­purohitnavigation.com.
Barry Schmader. Chief Creative Officer, Dudnyk Healthcare Group, which offers full- ­service marketing, communications, and branding for the healthcare industry. For more information, visit dudnyk.com.

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