Choosing a brand name is the most defining moment in a pharmaceutical product’s life. The name given to a brand will be the word used by physicians to prescribe a product, by pharmacists when they fill a prescription, and by patients when they request it or recommend it to friends and family.
A pharmaceutical product’s brand name is more than a series of letters that identify a chemical compound or biological agent used to treat a specific condition. The brand name evokes a feeling, in some cases hope and in others a promise of relief or improved health.
Arriving at this one word that stands for so much is not an easy task. Pharmaceutical marketers work long and hard to come up with the perfect name that conveys their drug’s message and purpose. Even then there’s no guarantee it will go to market with the name selected since the name has to be approved by the Food and Drug Administration (FDA) and other global regulatory agencies…
Sound Bites from the Experts
Ed Capparucci, VP, Director of Client Services, Adair-Greene Healthcare Communications. For more information, visit aghealthcare.com.
Jay Carter Senior VP, Director of Client Services, AbelsonTaylor Inc.. For more information, visit abelson-taylor.com.
Dennis Crowley, President of Brand Engineers LLC. For more information, visit brandengineers.com.
Fabio Gratton, Chief Innovation Officer, Ignite Health. For more information, visit ignitehealth.com.
Lorraine Pastore, President, Brand Pharm. For more information, visit brandpharmusa.com.
Bonnie Rishell, CEO of ROI2. For more information, visit roi2.com.
Kristen Spensieri Chandler Chicco Companies. For more information, visit ccapr.com.
John Spetrino, Chief Creative Officer, Flashpoint Medica. For more information, visit flashpointmedica.com.
The FDA’s Rhymes and Reasons for Name Rejection
The Name Review Process
Experts on this topic
Anthony Johndrow. Managing Director, Straightline, New York; Straightline is a strategic brand consultancy. For more information, visit straightlinenyc.com.
V. Brewster Jones. Chairman and CEO, Lathian Systems Inc., Plymouth Meeting, Pa.; Lathian is a provider of online promotional and educational solutions and sales effectiveness tools for the life-sciences industry. For more information, visit lathian.com.
Kris S. Larsen. Managing Director, U.S., Interbrand Wood Healthcare, New York; Interbrand Wood Healthcare is the global healthcare branding practice of Interbrand, with more than 30 years of experience in helping companies to create, manage, and maintain some of their most valuable assets — their brands. For more information, visit interbrandwood.com.
Don Lowy. Executive Director, Global Advertising and Marketing, Schering-Plough Corp., Kenilworth, N.J.; Schering-Plough is a global science-based healthcare company with leading prescription, consumer, and animal-health products. For more information, visit schering-plough.com.
Vince Parry. President, Y Brand, New York; Y Brand, an inVentiv Health company, is a specialized consulting group providing fundamentally inspired branding solutions. For more information, visit ybrand.com.
Jerry Phillips, R.Ph. President, Drug Safety Institute, Miami; Drug Safety Institute, a subsidiary of Brand Institute, provides proprietary and nonproprietary name safety testing, risk management strategies, and regulatory submission guidance for pharmaceutical, biotechnology, and healthcare device manufacturers. For more information, visit brandinstitute.com or drugsafetyinstitute.com.
Terry Prime. VP, Marketing, Otsuka America Pharmaceutical Inc., Rockville, Md.; OAPI is a healthcare company that commercializes Otsuka-discovered and other product opportunities in North America, with a strong focus on, and commitment to, neuroscience, cardiovascular, and gastrointestinal therapeutic treatments. For more information, visit otsuka.com.
David Stern. Executive VP, Metabolic Endocrinology, Serono Inc., Rockland, Mass.; Serono, which is the U.S. affiliate of Serono SA, a global biotechnology leader with headquarters in Geneva, Switzerland, has seven recombinant products on the U.S. market in three therapeutic areas. For more information, visit seronousa.com.
Adam Woodrow. Assistant VP and Global Business Manager, Wyeth Pharmaceuticals, Madison, N.J.; Wyeth is one of the world’s largest research-driven pharmaceutical and healthcare products companies. For more information, visit wyeth.com.