Verbal Brand Identity
The SituationAs a global research-based biopharmaceutical Company that addresses some of the world’s most complex and serious diseases, AbbVie needed to develop a Brand name for the next indication of elagolix (uterine fibroids). Elagolix- a potential first-in-class, oral, non-peptide GnRH antagonist that provides a dose dependent reduction in estrogen – will be utilized in the reduction of endometriosis associated pain and for the management of heavy menstrual bleeding associated with uterine fibroids. Developed name candidates needed to complement the Brand name developed for the first indication of elagolix (endometriosis), but must also be unique enough to differentiate between the two indications.
The SolutionBrandsymbol utilized key findings and creative insights to develop the ideal creative direction, outline the strategic imperatives – such as the “ori” prefix -, and recommended creative strategy.
Brandsymbol and Safemark Regulatory Consulting conducted a thorough trademark and common law prescreen to eliminate name candidates with potential conflicts with existing Brand names as well as a regulatory prescreen for sound-alike, look-alike, and prescription errors among registered pharmacists. This early pre-screening allowed brandsymbol to share more strategic and quality name candidates with the AbbVie team
Additionally, brandsymbol took 40 name candidates through a linguistic evaluation. This thorough evaluation was conducted in the product’s primary language markets to insure the names communicate the correct message across all markets.
The SuccessAbbVie’s optimal world-class name, ORILISSA (elagolix), became first FDA-approved oral treatment for the management of moderate to severe pain associated with endometriosis in over a decade and is expected to be available in retail pharmacies across the United States as early as October 2018.