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