Medical Device Link.

Originally Published PMPN November 2003

Brand Matters

Ami Lee Wallis

Abilify. Forteo. Emend. Factive. You may have noticed that there’s a trend in pharmaceutical naming toward shorter, consumer-friendly names that have easily recognizable origins. But trends in pharmaceutical naming are similar to trends in fashion, food, and music. By the time the mainstream (in this case, pharmaceutical brand managers) catch on, the trend has already passed. The hot pharma brand names of today were actually created and approved at least three to five years before their launch. Copying them today may be a big naming misstep.

Rx naming typically begins when compounds are in phase-II clinical trials. After the awe-inspiring complexities of regulatory and legal searches, the globe-trotting travails of multilingual and cross-cultural analysis, the leaps through marketing hoops, and the endless analyses of countless subjective stakeholders, a name is born.

So what are the trends currently at work that will manifest themselves in coming years? We refer you to the REAL trend in pharmaceutical naming, which is driven by changes in REgulatory And Legal arenas. 
Confusion caused by similar drug names or hard-to-spell or hard-to-decipher names has led to mis-prescribed medications with serious patient implications. Does the name sound or look similar to another name? Written in a doctor’s scrawl, could it be mistaken for another medication? Given such daunting liability, the regulatory rules have become stricter, and the legal hurdles higher. 

To arrive at a name that meets regulatory approval in today’s environment, focus on more abstract and unique terms. The REAL trend results in more-distinctive prefixes, longer words (more letters, more syllables), and a more-objective look at pharmaceutical brand identities.

Many new-product marketing teams today start by requesting names such as Zocor, (five letters, two syllables, with a link to the indication or area of use) or transparent names, such as Singulair, a product prescribed for asthma and allergy. However, using these creative routes today will likely get you in to trouble in the regulatory and legal approval process. The Office of Drug Safety indicates that Rx names that overpromise benefits or that describe the class of compounds, dosing, or indications have a high likelihood of FDA rejection.

And, however strong and evocative the name, it can never fully communicate on its own. Smart companies instead build a great marketing story and communication around the name. A great design, packaging, and messaging strategy will help build a more complete message. 

Some use strong imagery to help with messaging, such as Levitra’s “flame” campaign (a none-too-subtle suggestion). Others use pill color and shape to create interest and demonstrate product attributes, such as Paxil’s soft and soothing colors. Some have used marketing messages to draw in the consumer, like Nexium’s “the purple pill” campaign. 
Naming pharmaceutical products is not going to get any easier unless somebody decides to add a few more letters to the English language. But smart Rx brand managers will continue to recognize that the name is only one element of the brand. They know that other elements such as marketing communications, packaging, and product form play a major role in building differentiation, preference, and loyalty. 

If there are any other branding topics you’d like to see covered, or if you have any questions about branding, please drop us a line at brandmatters@tippingsprung.com. 

Copyright ©2003 Pharmaceutical & Medical Packaging News