Dual Branding: A Strategic Approach

If your asset targets multiple indications, dual branding can offer a strategic advantage. By creating separate brand identities, you can enhance patient safety, improve market segmentation, and potentially mitigate social stigma associated with certain conditions. However, before adopting a dual naming strategy, it’s crucial to carefully consider the factors involved in regulatory name reviews.

Selected FDA approved dual brands

Source: https://www.lifescienceleader.com/doc/the-ozempic-dilemma-what-makes-a-dual-brand-approach-viable-0001

Pharmaceutical Brand Naming - Dual Naming

Navigating the Decision

Dual proprietary names are warranted when the second indication is not only distinct from the original but also involves at least one of the following:

  • Unique dosage strength: For example, Wegovy and Ozempic, both containing semaglutide, have different dosages for weight management and type 2 diabetes.
  • Specific instructions for use: Consider drugs like Propecia and Proscar, both containing finasteride. While both treat hair loss, Proscar is also used for benign prostatic hyperplasia, requiring different dosing and usage instructions.
  • Stigma Clause: Patient stigma can arise when certain medical conditions or treatments are associated with negative social connotations or a negative social stigma.
  • Other characteristics: Factors like administration method, potential side effects, or target patient populations can also influence the need for dual naming.

Key Considerations for Successful Dual Branding

  • Regulatory Compliance: Ensure that your dual-naming strategy aligns with regulatory guidelines and requirements. Prioritize patient safety by implementing strategies to minimize medication errors.
  • Risk Assessment/Name Safety Testing: Conduct a thorough evaluation to identify potential safety concerns, such as medication errors, e.g., dosage confusion.
  • Brand Strategy & Commercial Implications: Develop a coherent brand strategy that effectively communicates the unique benefits for each indication while maintaining consistency with your overall brand identity. Consider the potential impact on market segmentation, brand positioning, and marketing costs.

Hopefully, the considerations above helped you to better understand the purpose of dual branding for pharmaceuticals. However, these are just a few key considerations for this strategy. If you are considering a dual brand strategy, our team of regulatory experts is happy to assist you in proper consideration and planning for your asset. Please don’t hesitate to reach out for a free consultation at https://brandsymbol.com/contact/