Ever wondered why the drug names you see in commercials often seem like tongue twisters or bizarre experiments to test your recall? There’s a method to the madness rooted in science, safety, and messaging.
The journey of a drug from discovery to market involves multiple stages, each with a specific name that plays a role in its development and approval by the global health authorities. Developing a strong commercialization strategy hinges on a crucial element – the drug’s name. This guide dives into the fascinating world of drug naming, exploring the different types – chemical, generic, and brand – and how each plays a vital role in the journey from discovery to market. Let’s take a closer look, using the familiar drug Ibuprofen as an example.
1. Chemical name: The Blueprint (e.g., 2-(3-Isobutylphenyl) propionic Acid)
The chemical name is assigned at the early stages of invention and describes the drug’s molecular structure. It is primarily used by scientists and manufacturers but is rarely familiar to the public. This name follows the standards set by the International Union of Pure and Applied Chemistry (IUPAC).
2. Generic name: The Standard (e.g., Ibuprofen)
A generic drug name, also known as a nonproprietary name, is created for a potentially promising drug developed from new scientific research. A generic name is typically assigned while the drug is in the early to mid-phase of its clinical trials. This name classifies the drug’s pharmacological characteristics and becomes the universal standard for referring to the drug compound regardless of its manufacturer or product brand. Generic drug names are regulated and approved by the World Health Organization (WHO) for International Nonproprietary Names Group (INN) and the United States Adopted Names Council (USAN). A nonproprietary name is considered public domain, and it cannot be owned or trademarked. Any generic drug manufacturer can use the name as a product name after its original patent expires.
3. Proprietary name: The Brand (e.g., Advil)
Finally, as a drug successfully navigates the later stages of its clinical trials and proves safe and marketable, it is given a brand name, also known as a proprietary name or trade name. A great pharmaceutical brand name is created with healthcare providers, pharmacists, and consumers in mind, and strives to ensure the safe use of the medicine as well as support the launch of a memorable and compelling branding campaign.
Creating a safe brand: Before launching a new drug in any country, its brand name must first apply for approval from the specific global regulatory authority responsible for ensuring the safe use of medicines in that region. Some examples of these global authorities include:
- European Union: European Medicines Agency (EMA)
- United States: Food and Drug Administration (FDA)
- United Kingdom: Medicines and Healthcare Products Regulatory Agency (MHRA)
- Canada: Health Canada (HC)
- Australia: Therapeutic Goods Administration (TGA)
- Japan: Pharmaceuticals and Medical Devices Agency (PMDA)
- China: National Medical Products Administration (NMPA)
- India: Central Drugs Standard Control Organization (CDSCO)
- Brazil: National Health Surveillance Agency (ANVISA)
- Mexico: Federal Commission for the Protection against Sanitary Risk (COFEPRIS)
- South Korea: Ministry of Food and Drug Safety (MFDS)
Each organization’s safety review process involves unique safety testing. One such example is the FDA’s use of a Phonetic Orthographic Computer Analysis (POCA) which, among other things, evaluates letter strings and up/down letter strokes to determine if the product name has confusing similarities with existing drugs that might cause prescription errors.
Creating a brand message: After first and foremost prioritizing public safety, a brand name should also support a compelling branding and messaging strategy. There are many creative pathways and naming types to explore at this stage including:
- Associative or descriptive names that hint at the drug’s use or benefits. (i.e. Sinuva)
- Scientific or method of action names that hint at how the drug works (i.e. Sotyktu)
- Emotive or aspirational names that evoke an image or feeling (i.e. Spravato)
- Empty vessel names that have no association and can be imbued with meaning (i.e. Yonsa)
An experienced brand naming company can skillfully navigate several creative pathways to create memorable and meaningful brand names that prioritize public safety and support brand messaging.
These stages of drug naming highlight the complexities involved in crafting a drug’s brand story. Brandsymbol is dedicated to guiding pharmaceutical companies through each step, ensuring that names are not only safe but also poised for brand recognition. So, the next time you encounter a baffling drug name, remember the rigorous process that balances science, regulatory compliance, and messaging strategy.