G1 Therapeutics, Inc., a clinical-stage biopharmaceutical company focused on developing and delivering innovative oncology therapies, sought a proprietary name for their first-in-class investigational therapy, trilaciclib. Trilaciclib is a life-changing therapy for individuals with cancer, designed to improve outcomes for chemotherapy patients by reducing clinically significant chemotherapy-induced myelosuppression, which is the source of many significant complications of cancer treatment. G1 teamed up with Brandsymbol to develop a legally viable brand name that has been thoroughly testing from a name safety perspective for regulatory submission and that would communicate the specifics of trilaciclib to the identified target oncology audiences.
Through our interactive i4 methodology, Brandsymbol identified key brand positioning considerations for the execution of the verbal brand identity, including protection, safety and proactiveness. This therapy was positioned to be so life-changing for patients that G1 established a new industry term, myelopreservation—the proactive protection of hematopoietic stem and progenitor cells (HSPCs) during chemotherapy to preserve the source of all myeloid and lymphoid cell lineages. When taken in conjunction with chemotherapy, the compound adds a convenience factor for patients. G1 also wanted a name that speaks to the drug’s functionality, as well as its emotional benefits. Utilizing these notions and creative insights, and other critical findings generated throughout the naming process, the project team developed and tested the name COSELA. The “co” refers to the drug working in conjunction or combination with chemotherapy. The starting letter “c” was also strategically selected to convey the chemotherapy relation. The suffix “sela” is derived from celebration, referencing celebration of life as well as the relief and happiness this innovation would provide to patients and their families.
G1’s optimal name, COSELA (trilaciclib), became the first and only FDA-approved myeloprotection therapy to decrease the incidence of chemotherapy-induced myelosuppression and the first successfully commercialized drug for G1 Therapeutics. COSELA became commercially available in March 2021.
“We are proud to help bring COSELA to the physicians and their patients who are in need of options when it comes to managing ES-SCLC treatment,’ said Dan Asch, Head of Commercial Oncology at Boehringer Ingelheim Pharmaceuticals, Inc. ’G1’s experienced and passionate commercial and medical teams along with Boehringer Ingelheim’s seasoned Oncology team are eager to engage with the community to communicate the clinical benefits of this innovative therapy.”