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X STANDS FOR POWER

By Carolin Bauer | February 2016
ADHOC German Media



Berlin - The brand name is a crucial factor for the success of a product . This also applies to drugs. Scott Piergrossi by Brand Institute supports pharmaceutical manufacturers in the naming process . The process can take months . In an interview with ADHOC he explains , what makes a good drug names .

ADHOC: Have you favorite names? Piergrossi: Yes. One of my favorites is the company Privigen CSL Behring. Every syllable represents something specific: "Pri" is primary immunodeficiency syndromes for the indication. "Ivig" stands for intravenous immunoglobulin and "gen" stands for next generation. Also Latisse by Allergan is a great name for a product for eyelash growth. The key summons formally long, lush eyelashes.

ADHOC: How is a drug name? Piergrossi: first the creative strategies of the manufacturer and the main features and benefits of the product to be analyzed for the development of a name. We want to create a name that is memorable both for patients and for health professionals and the points with which the specimen defining the market, highlighting.

ADHOC: How many names do you suggest? Piergrossi: Pro project we propose first 1000 names. Then, the manufacturer shall provide a short list of his preferred name. These candidates then roll to various test methods. Among them are, for example, the trademark registration, market research, legal assessments and a linguistic analysis. Following remain about ten names that can be submitted to the registration authorities. In most cases the authority releases only one variant.

ADHOC: How long does it take until the name is? Piergrossi: Every situation is different, of course. Some manufacturers are starting very early with the naming process, others need faster a name. On average, the entire process takes about three months.

ADHOC: If the process from always the same? Piergrossi: Our approach has proven itself. For most drugs to be equal. However, the creative strategies and directions are usually very different and vary from one product to another. There are also differences in Rx and OTC drugs, which have to do, for example, with the marketing of the country.

ADHOC: What letters do particularly well? Piergrossi: Some letters have the advantage that they do not occur very frequently in the pharmaceutical lexicon. This would, for example, W, Q and J. Other as K and P act tougher tone and imply power and potency. L and S are as gentle in tone and imply safety and tolerability. X stands for power and speed, Y can help a name to stand out over others. We take forth the ideas from anywhere. We take inspiration from science, or the advantages for the patient.

ADHOC: What makes a good name? Piergrossi: A good drug name resonates with the target audience of the preparation. It is significant, sometimes emotional and unique. It does not contain any adverse or unintended linguistic associations and does not resemble other names. Of course it must also be accepted by the competent authority.

ADHOC: What is a no-go? Piergrossi: The likelihood of confusion is a killer for a brand. A drug name also does not work when it is difficult to pronounce. Is it inappropriate and attacking in a language, it is also not suitable.

Scott Piergrossi responsible for Brand Institute the area creative name development. The consultancy was founded in 1993 and is according to own data market leader. In about 75 percent of total approvals last year Brand Institute Pharma manufacturer has supported in the naming. Regular customers include about 800 companies and approximately 2200 brands such as Simponi (Janssen), Victoza (Novo Nordisk), Neulasta (Amgen), Seroquel XR (AstraZeneca), Vyvanse (Shire), Gardasil (Merck Sharp & Dohme) and Xtandi (Astellas).

 
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