That Pharma Name Has a Nice Ring to It
Something interesting has happened lately to trade names created for pharmaceuticals.
Before, typically, a pharma naming assignment would require simplifying an abstract medical generic or formulation name with a trade name that is readily understandable and benefit oriented. Simply put, the name would suggest in lay terms that the condition is being handled and/or relief is in sight.
Over the years, the are many pharma trade names, prescription and OTC alike, that have achieved these objectives. They’ve become part of our everyday psyche and lexicon. For example, there’s Aleve to alleviate pain. Allegra to help allergy sufferers feel ‘brisk and lively.’ Refresh to moisturize dry eyes. Orajel for sore gums. And of course, the beautifully simple Tums when your tummy hurts.
Even more serious prescription medications such as Synthroid, a synthetic hormone to treat hypothyroidism, and Lipitor, to lower bad cholesterol, have straightforward names that sound reasonably friendly.
By no means, can we underestimate the challenge of finding a name free from potential trademark infringement. Perhaps equally challenging is finding one that the FDA, EMA, or the like, will bless as tested, effective, and clearly differentiated from other medicines.
There’s always the role of advertising to simplify the message
Not all successful pharma names are to the point. Jingles, patient scenarios, and graphic imagery have always been, and will continue to be, part of the marketing equation.
Consider the iconic Alka Seltzer advertising. Essentially, it’s nothing more than aspirin and bicarbonate of soda. So, the trade name, while friendly enough, doesn’t really describe what it’s made of or what it does. But add ‘plop, plop, fizz, fizz, oh, what a relief it is,’ plus the tablet- headed cute spokesperson named ‘Speedy, and you get the point.
And while Pepto Bismol vaguely speaks to peptic relief, the trade name itself isn’t all that understandable and friendly. But the secret sauce over its 100+ year history is advertising it as a tablespoon of ‘the pink stuff,’ Interestingly, the brand hasn’t been granted a registered trademark for its pink color, even though the color remains the cornerstone of its advertising to this very day.
Names primarily aimed at medical professionals may have different criteria
There are many pharmaceutical naming assignments where the medical professional is almost exclusively the audience to reach. There may be some patient-focused advertising, but the naming criteria for this audience is secondary. These names often are simplified versions of the generic name.
For example, ‘MABS,’ which stands for monoclonal antibodies, is a critical cancer therapy these days. Trade names such as Roche’s MabThera and Genentech’s Rituxsan, both derived from Rituximab, make it somewhat easier for medical professional to remember and select.
But we’re all seeing more patient-focused advertising, even for prescriptions
For better or worse, we’re all seeing these branded pharmaceuticals advertised non-stop on TV. Many of these breakthrough therapies, often biologic in nature, for treating conditions critical to enabling individuals to return to a healthier, happier lifestyle.
Here are a few examples you’ve probably seen advertised.
Eliquis (Apixiban) for atrial fibrillation
Latuda (Lurasidone) for mental illness
Humira (Adalimumab) for arthritis
Ozempic (Semaglutide) for diabetes
Keytruda (Pembrolizumab) for cancer
Cibinqo (Abrocitinib) for atopic dermatitis
The TV spots feature scenarios that focus on the promise, and somehow weave the meaningless name into the pitch. While the prescriber is likely the one who will select one therapy over another, the patient may will feel more amenable to agree.
Maybe this is a winning marketing strategy
But the names themselves? They may have a nice ring but - simple? understandable? benefit-oriented? The naming critique has changed. And so, the expectation of many of the naming assignments has changed as well.