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Author: Molly Sunderdick Article source: http://www.jpservicez-searcharticles.com/. Used with author's permission.
It would be easy if all drugs fit into categories named after the seven dwarves (Sleepy, Sneezy, Dopey, Happy…etc). Unfortunately, the naming of new drugs is well short of a fairytale process. Drugs, regardless of prescription or over-the-counter status, lack a coherent brand-naming standard. The seemingly random production of brand name drugs not only prevents consumer (and physician) efficacy but also obstructs many helpful drugs from the view of the target market.
For example, have you ever heard of Callisto, Ridomil, Actara, or Quadris? Perhaps
you have taken one of those for a headache or for chronic back pain. We hope not
because those are actually brand names of crop protection chemicals. What is the
difference between a name like Callisto or Actara as opposed to Cialis or Allegra?
They are created by marketing firm ABC for product XYZ. There is no differentiation.
There is no brand. In the pharmaceutical industry, there are just names.
In fact, all drugs are guaranteed three names: chemical, generic, and brand. The
chemical name is the technical name that is rarely used in practice and only
understood by lab rats and physicians. Generic names, which usually involve a
chemical stem for identification, must go through several approval steps in order to
be established. Generic names are ideally short, easily pronounced names because
these are the names with which healthcare providers and medical students must be
familiar and comfortable. Perhaps generic drug naming has more to offer than we
think.
What follows the generic name is the actual brand name. The brand name is where
the marketing element of pharmaceutical naming comes into play. Pharmaceutical
experts explain, "Creating a generic name is a science; creating a brand name is
more of an art." Pharmaceutical brand names are created and trademarked just like
names for any other product or company. Naming a drug seems to be equivalent to
naming a car or a type of running shoe. The brand name is purely a marketing
decision and may very well have nothing at all to do with chemistry. However, drug
brand names must pass many rigorous tests before being finalized. Drug brand
names require USAN Council and FDA approval in addition to the typical legal
checks for trademark infringements.
In addition to the several stages of approval, drug names cannot make "over
promises" to the consumer. For example, Regain was the original name for Rogaine,
but was overturned because the result of regaining hair was considered an over
promise to the balding consumer. What also differentiates the resultant marketing
of a drug is the fact that the FDA and USAN continue to monitor the marketing
materials of the drug in order to maintain the integrity of the medical information.
This exclusive naming process within the pharmaceutical industry makes the
concept of brand even more distanced and untouchable for drugs, which places an
immediate strain on the consumer market.
In order to neutralize the relationship between consumers and drugs,
pharmaceutical companies' advertising campaigns have attempted to familiarize
consumers with drugs with the same messaging Budweiser and Target utilize.
Names like Viagra, Rogaine, Valtrex, and Claritin mean something to the consumer
because of the commercials they recognize from TV and the famous spokesmen
who promote the drugs. The drug names do not factor in at all. It helps for the
names to sound like something else or to be short and easy to pronounce.
Otherwise, drug names may as well be as random as the items in your refrigerator.
Where does naming fit into brand? Naming involves a lot of thought, creativity, and
artistry; however, strategy should always be in the foreground when naming a new
brand or renaming an old brand. Naming is not identity, brand is. Who the customer
believes he is when he uses a brand is the most important instrument upon which
brand naming must play. Naming and brand must work together in order to
maximize efficacy. A name can only do so much to influence the customer; however,
in order for a brand to influence at the point of purchase, the name must also be in
sync with the brand identity. An association and self-recognition must occur within
the mind of the customer. Many companies confuse names with brands because
they are not aware of what brand really means or what kind of process branding
truly involves in order to succeed.
Similar to any consumer product or service, the pharmaceutical industry needs to do
its homework on the target audience in order to properly name and brand drugs.
This involves careful research and observations of consumer trends within the
market. Most of these drug names are merely made up names that are created
before the drug is even produced, untested and given little thought by marketers
(other than FDA approval and trademark infringement). There has to be something
more to these names, and whether that indicates the lack of influence of parent
drug companies such as Merck, Pfizer…etc, or a lack of effort on the part of
marketing firms, something must be done to differentiate arthritis medication from
plant fertilizer. Molly Sunderdick
Brand Strategist
Stealing Share Inc
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