CHMP Highlights: Drug Brand Naming for Emerging Medicines

The recent Committee for Medicinal Products for Human Use (CHMP) meeting, held October 14-17, 2024, showcased significant advancements in various therapeutic categories with the approval of ten new medicines, including the following:

  • Alhemo (concizumab)
  • Korjuny (catumaxomab)
  • Siiltibcy (rdESAT-6 / rCFP-10)
  • Wainzua* (eplontersen)
  • Absimky (ustekinumab) and Imuldosa (ustekinumab), two biosimilar medicines

https://www.ema.europa.eu/en/news/meeting-highlights-committee-medicinal-products-human-use-chmp-14-17-october-2024.

This article highlights the strategic approach behind their brand names, offering insights to ensure a successful market entry. Do the names above pass the litmus test of being easy to say, spell, and remember? Do they effectively communicate key information to patients and healthcare providers? In today’s crowded pharmaceutical landscape, the emphasis on brand name safety is essential, but a growing trend of complex, hard-to-remember names may hinder patient understanding and adherence.

For companies with emerging assets, a strategic approach to drug brand naming is critical. Leading naming agencies differentiate by combining strategic branding and marketing strategies with robust regulatory due diligence.

Building a Strong Foundation for Your Brand:

A successful product launch hinges on the early development of a strategic brand strategy that defines how the company will communicate key information about the product and differentiate it from its competitors. A well-crafted brand identity is a crucial part of this strategy, and should reflect the product’s essence, highlight its unique attributes, and promote its safe use. Here are things to consider when building a strategic brand strategy:

  • Enhance Patient Understanding: A clear and memorable brand name resonates with the intended audience, simplifying drug recognition and usage. This is particularly crucial for drugs targeting specific patient populations, where comprehension and recall can directly influence health outcomes. A good name goes beyond regulatory compliance—it supports the overall brand strategy by being easy to pronounce, recall, and trust.
  • Differentiate Your Asset: A strategic brand strategy leverages a compelling name to create a lasting impact with both healthcare professionals and patients. This helps your drug stand out in a crowded marketplace, fostering emotional and professional connections that extend beyond clinical efficacy. A distinctive name not only strengthens your product’s identity but also enhances its market positioning.
  • Mitigate Regulatory Risks & Achieve Approval by the FDA, EMA, MHRA, etc.:  Navigating the complex regulatory landscape demands more than simply creating a unique name with long consonant strings and double letters. It requires a thoroughly vetted and compliant brand name. An experienced naming agency will develop a naming strategy that opens creative pathways while avoiding potential conflicts with existing trademarks and regulatory hurdles. This approach to brand naming and name safety testing not only results in better-crafted names but also reduces the likelihood of costly delays or rejections from the FDA, EMA, MHRA, and other regulatory bodies.

Looking beyond brand name safety is key to navigating the complex landscape of drug brand naming. By prioritizing patient understanding, clear differentiation, and regulatory compliance, you can ensure your new medicine reaches the market and positively impact patients’ lives.

 For questions on how to get started with a brand naming process that combines both marketing and regulatory strategies, reach out to our team of experts.