How Branded Clinical Trials Help A New Drug Stand Out

Posted September 5, 2017 by
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New drugs are constantly being created and introduced to the general public, so it can be a challenge to stand out amongst the crowd. Creating a branded clinical trial for a new drug is an opportunity to generate awareness and associations. Essentially, a branded clinical trial is one of the best methods for whetting the appetite of a healthcare audience. This audience can include healthcare practitioners, patients, caregivers, or financial employees.

Getting a product to any market is never cheap, and the case is no different when it comes to new drugs. It takes an estimated $1 billion to get a drug from idea to market, so some type of promotional department and campaign is necessary to generate funding. Creating a well-promoted clinical trial is crucial to getting the drug on an audience’s mind. A strong, branded clinical trial can oftentimes lead to the new drug being featured at trade shows and help garner positive news.

Once a Company has decided that a branded clinical trial is the route that they want to take, there are a few options for naming the trial:

Option 1: Same name with sequential numbers

For this clinical trial, each trial is assigned the same name with a different number attached to the end of the name. If a drug were called “HealthDrug,” then the trial would look something like “HealthDrug 1,” “HealthDrug 2,” “HealthDrug 3,” and so forth.

Pros – Only one name is needed for the entire trial. It is much less creatively and financially taxing to create one name than it is to create multiple names for each trial of the drug.

Cons – If any one of the trials goes wrong for any reason, the rest of the trials will now be associated with that one failure due to the same name being used for each. This results in the drug’s reputation being tarnished. People are much more likely to remember the trial that failed than a trial that succeeds. If “HealthDrug 2” fails, but “HealthDrug 3” is a roaring success, people will still associate the name “HealthDrug” with a drug that failed during clinical trials.

Option 2: A different name for each trial

Pros – If one trial goes wrong, only that trial will be associated with failure. The other trials will remain unscathed because they have their own unique name. This also gives companies the chance to create names that can be understood by the general public rather than just those associated with the healthcare industry. A popular option is the use of acronyms that abbreviate the complex medical nature of the trial into something target audiences outside of the healthcare world will better understand.

Cons – Since multiple names are being created, this type of clinical trial is obviously going to require more time and resources. However, this is precisely why experts in this field exist to assist with creating clear and strategic Brand names. The use of more names also allows for confusion to arise, as people may not realize that the trials are all for the same drug.

Is one better than the other?

Both of these options have their own benefits, and one is not clearly better than the other. Regardless of the option a Company decides to take, just deciding to create a Brand-named clinical trial can be enough to elevate a drug above its competition. Clinical trials generate awareness and anticipation for new drugs, and help towards building a non-proprietary name and eventual proprietary Brand name.

Tags:

Branding | Clinical Trial | Healthcare | Pharmaceutical Naming

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