HEALTHCARE NAMING THAT BELIEVABLY COMMUNICATES KEY IDEAS

Pharma naming can be frustrating. Many companies excel at creating oddly constructed names that often fail to appeal to patients or HCPs.

At Gravity, we always endeavor to develop names that express communication objectives—sometimes in incremental ways.

For Herceptin, an antibody therapy that combats breast cancer, the name illustrates the drug’s activity: it binds to HER2 receptors to inhibit tumor growth. 

For a liquid version of Nutropin we found a modifier was the best approach.  Nutropin AQ was recommended because it clearly implied an aqueous solution.