By understanding the general buckets of naming strategies and the scenarios in which these types of names thrive, pharmaceutical companies can hone their naming strategy. At the same time, these teams can hedge their risk by including options from different strategies, specifically blank canvas, to avoid the need to start over. When looking into a naming strategy for your product here are a few questions to consider.
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Risk vs. Reward in Pharmaceutical Brand Naming
When developing a pharmaceutical brand name, there are two main paths you can take – either choose a name that is “safe” and has a good chance at regulatory approval, or to take the more “risky” route, with a name that might have a more difficult time getting approved but is sure to stand out in the marketplace. So, which one is best for your brand naming strategy?
Continue ReadingAddison Whitney President Brannon Cashion Featured in “Brand Slam” Article in Latest PM360 Magazine
December 16, 2015
Addison Whitney’s Global President Brannon Cashion is featured in the December edition of PM360 Magazine, with the final 2015 edition of his of his series of “Brand Slam” articles. This month’s edition of the “Brand Slam” article series is titled “Seize the Innovative Moments – Branding Today”
Continue ReadingWEBINAR: New Health Canada Regulatory Guidelines: Are You Prepared?
July 17, 2015
In June 2015, Health Canada’s new guidance for the review and submission of drug brand names went into effect bringing with it significant changes in how your drug brand names will be reviewed, and the responsibilities of the drug manufacturers in this new process. To learn more about these changes and how this will impact […]
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Making a Strong First Impression: 5 Benefits of Clinical Trial Branding
It has been said that you never get a second chance to make a first impression. For many new assets the clinical trial stage of development is that first impression – the initial interaction it will have with those who will impact its future both from research and consumer perspectives. With a strong brand in […]
Continue ReadingReal-Time Marketing: Making It Work For Pharma Branders
May 22, 2014
Real-Time Marketing: Making It Work For Pharma Branders Let’s start by creating a baseline for this topic. What is real-time marketing (RTM)? Of all the attempts to define this marketing strategy, a blog post from Evergage sums it up quite nicely: RTM is “…the practice of brands engaging their audience via content, advertising, and product […]
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Hot off the Press: Addison Whitney Feature in DTC Perspectives Magazine
Our global president, Brannon Cashion, wrote an article about pharma branding through the eyes of the consumer for DTC Perspectives Magazine’s Fall 2013 issue. Check it out: http://goo.gl/bsoh8g!
Continue ReadingBranding Pharmaceutical Drugs in China
June 04, 2013
Did you know according to the Chinese Association for Pharmaceutical Equipment group that the Chinese pharmaceutical industry has been growing at an average annual rate of 16.72% over the last few decades? And that growth isn’t going to slow down anytime soon. China stands at the cusp of a modern society with an increasingly affluent […]
Continue ReadingWhy INN’s are so Important to a Drug’s Life
July 01, 2011
Every pharmaceutical asset begins with a nonproprietary, generic name, or an International Nonproprietary Name (INN). This name could potentially be the first strategic decision you make for the commercial life of your brand. But what exactly is an INN name and why do they exist? Since the inception of the INN naming system in 1950 […]
Continue ReadingFDA Approval: Edarbi
February 28, 2011
FDA approves Edarbi to treat high blood pressure (source: FDA Press Announcement) On Friday, February 25, 2011, The U.S. Food and Drug Administration approved Edarbi tablets (azilsartan medoxomil) to treat high blood pressure (hypertension) in adults. Data from clinical studies showed Edarbi to be more effective in lowering 24-hour blood pressure compared with two other […]
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