2020 Naming Trends in Medical Devices

Within the record-breaking number of medical devices approved by the FDA in 2020, laboratory tests are the most frequent. As the amount of tests entering the market continues to grow, the need to achieve a competitive edge with a world-class branding strategy has never been more vital. Let’s take a look at some of the strategies being used by these new brands.

Foundation Medicine: FoundationOne® CDx

Capitalizing on a well-recognized corporate or brand name is an often-used medical device strategy. Foundation Medicine for example is capitalizing on “foundation” in 7 new devices that utilize the same brand name FoundationOne® CDx. There are pros and cons to this strategy; The main pro includes the opportunity to leverage the brand awareness built around “foundation,” which is a common-usage word conveying strength and stability. On the other hand, the lack of differentiation between various devices could be confusing to target audiences. Brand transference works both ways. If the “foundation” name gains any negative associations, it will negatively affect all their devices that utilize this word and their corporate identity.


ThermoFisher Scientific | Precision Oncology: Oncomine Dx Target Test

ThermoFisher utilizes a blended house approach with their new medical devices. The Oncomine Dx Target Test falls under overarching Oncomine Solutions, a next-generation sequencing-based approach for oncology labs. Though these names leverage the same identifier, Oncomine, this device “is designed for use with the Ion PGM Dx System.” It is indicated as a companion diagnostic to identify ROS1 fusion-positive NSCLC patients for treatment with XALKORI® (crizotinib), BRAF V600E–positive NSCLC patients for treatment with Tafinlar+Mekinist® (dabrafenib in combination with trametinib), and EGFR L858R– and Exon 19 deletion–positive NSCLC patients for treatment with IRESSA® (gefitinib). As you can see, ThermoFisher has been deep into the naming game. This blended house method has the pros of not putting the overarching ThermoFisher brand at risk, but it still utilizes clear, unique names for unique offerings. A deeper look at ThermoFisher Scientifics | Precision Oncology’s full naming architecture would undoubtedly reveal more insights into how clear, consistent, and compelling their brand message is across their offerings.


Abbott Molecular: Alinity

Somewhat similarly, Abbot’s Alinity m HBV and Alinity m HCV join the Alinity family, which includes devices and solutions. Alinity stands for ALignment, INnovation, and UnITY. Using this name across their Alinity brands combined with identifiers such as m HBV and m HCV, they can leverage a clear, consistent message. Again, a full look into Abbot Molecular’s naming architecture reveals a lot about the message they’re sending to HCPs and Patients.There are several other great new device names on this list (see below). If you’d like to read more or ask us questions about naming strategies, please let us know.

  • Alinity m HBV – P200013
  • Alinity m HCV – P190025
  • cobas® EZH2 Mutation Test- P200014
  • FoundationOne CDx – P170019/S011
  • FoundationOne CDx – P170019/S015
  • FoundationOne CDx -P170019/S013
  • FoundationOne Liquid CDx – P190032
  • FoundationOne Liquid CDx- P200016
  • FoundationOne® CDx – P170019/S017
  • FoundationOne®CDx- P170019/S016
  • Guardant360 CDx – P200010
  • LIAISON® XL MUREX anti-HBe, LIAISON® XL MUREX Control anti-HBe – P180049
  • Oncomine™ Dx Target Test – P160045/S019
  • PD-L1 IHC 28-8 pharmDx – P150025/S013
  • The cobas HPV for use on the cobas 6800/8800 Systems- P190028
  • The therascreen® BRAF V600E RGQ PCR Kit – P190026
  • VENTANA HER2 Dual ISH DNA Probe Cocktail – P190031
  • Ventana Medical Systems CINtec PLUS Cytology – P190024

To see FDA’s full list of approved device names, click here.

Also, check out two of our latest blogs on naming architectures:

Brand Architecture 101

Brand Architecture: Getting Control Of Your Portfolio