Developing an Effective Pharmaceutical Brand Name

DTC Perspectives Magazine Article

By utilizing proven methods for nomenclature development, one can change a process traditionally thought to have no real guidelines into a more scientific process. The recent emphasis on direct-to-consumer marketing in the pharmaceutical industry has made it necessary for pharmaceutical companies to change the way they approach pharmaceutical brand name development.

When managing your business, the emphasis is on “owning your market.” The first step towards this goal is to establish pharmaceutical brand equity and support a powerful brand image through effective brand management and name brand positioning. Each of the following must be carefully considered before creating a pharmaceutical brand name:

• Nomenclature Strategy/Brand Architecture Positioning

• Brand Development

• Trademark Screening

• InterNIC/Internet Clearance

• Linguistic Screening

• Market Research

It is the successful combination of these elements that creates “a company’s most valuable asset,” its brand name. Following are more details about each component that plays a role in developing an effective pharmaceutical brand name.
Develop Brand Names

Nomenclature Strategy/Brand Architecture Positioning - Many companies forget to consider this step in the process of creating a brand which can lead to inappropriate results. This component involves identifying which pharmaceutical name brands compete in consumer’s minds and how your brand can be positioned to maximize preference. Using the results from this evaluation will help shape the personality or image of your brand name. The importance of deciding on a personality or image cannot be stressed enough. Once this has been established, the rest of the process becomes much easier. You now know what kind of pharmaceutical brand names you want to create and you can better evaluate the quality of the brand name candidates that are being created, because you have a clear vision of what the pharmaceutical brand name should accomplish.

Develop Brand Names

Brand Development - While some companies might prefer to have an internal contest and ask employees to submit some pharmaceutical brand name candidates for the new product that is being introduced, most understand that there is a better and more systematic way to approach creative brand development. Brand Institute, a pharmaceutical branding, biotechnology branding, and consumer branding consultancy firm, for example, has developed a six-fold approach to creative brand name generation that involves input from many different people, some of which are involved very closely to the project and some that are far removed. It is important to have input from people that are not too close to the project, because they can bring a fresh perspective to the creative branding process. This methodology includes brainstorming techniques designed for evaluation of pharmaceutical names and concepts for creative refinement.

The creative development process was once thought to be a job that needed little or no direction - just think of some potential pharmaceutical brand names and we will pick the ones we like best. Now the industry is putting together a well thought out plan to meet well-defined objectives. The old adage remains true: failing to prepare is preparing to fail. Using a systematic approach to creative development helps ensure that the nomenclature strategy is followed.
Develop Brand Names

Trademark Screening - One of the hurdles to be crossed in the pharmaceutical product branding process is ultimately having the trademark accepted by the USPTO. In the pharmaceutical industry it is becoming increasingly difficult to obtain an international pharmaceutical trademark. It is important to have a trademark attorney involved in the project to help the project team steer clear of obvious trademark conflicts.

Thorough trademark screening should be conducted against the appropriate U.S., international and Internet trademark registries on all pharmaceutical brand name candidates prior to conducting market research. If not, it is possible that costly market research can be conducted on brand name candidates that are all unavailable due to trademark conflict.

InterNIC/Internet Clearance - Consumers are searching for a complete experience when shopping for brands, even pharmaceuticals and pharmaceutical companies must adjust their marketing campaigns accordingly. One element of the complete experience is the need for a web site devoted to new product information. It is important to find a pharmaceutical brand name candidate that also has domain name availability.

Linguistic Screening - With the global complexities of international marketing and the existence of cultural sub-markets within the domestic market, linguistic screening is a must. Every pharmaceutical brand name candidate that clears trademark screening should undergo linguistic screening. Linguistic screening should identify negative associations or pronunciation issues in the countries and languages that the product will be marketed.

Develop Brand Names

Market Research - Pharmaceutical branding requires stringent brand name testing due to the importance of patient safety. Physicians and pharmacists can evaluate brand name candidates to identify sound-alike and look-alike issues that can lead to nomenclature errors in the prescribing/dispensing chain as well as provide information on marketing related questions. It is becoming more and more difficult to get pharmaceutical name brand candidates approved from regulatory agencies. Conducting market research proactively prior to submitting proprietary name candidates to regulatory agencies helps increase the likelihood for approval, minimizing costly delays that result from proprietary name rejections.

Again, pharmaceutical companies must also consider the consumers in addition to the medical professionals. To accomplish this, it is important to include consumers in the evaluation of the pharmaceutical name brand candidates to identify which ones resonate best with the consumer audience. The goal is to identify safe pharmaceutical name brand candidates that also offer the best brand marketing potential.

In today's competitive marketplace physicians and consumers have many products from which to choose. An effective pharmaceutical brand name can communicate to physicians and consumers the features and benefits of your product and will create brand equity. The importance of having an effective pharmaceutical brand name makes it necessary to follow a scientific approach to brand nomenclature development so that you can "own your market." Following the steps of the nomenclature process will allow you to start out with the best name possible.
Develop Brand Names