As 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 & 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), ORILISSA, but must also be unique enough to differentiate between the two indications.
Brandsymbol 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 missed prescription errors among registered pharmacists. This early pre-screening allowed Brandsymbol to share more strategic and quality name candidates to the AbbVie team.
AbbVie’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.