BIG Case Studies

Surmounting Steep Challenges

For folks suffering from Type 2 Diabetes, it’s a triumph being able to successfully re-engage with life and meet its daunting everyday demands. It can lead to a game-changing feeling of having climbed a massive metaphorical mountain. Same goes for those longing to shed onerous excess pounds and get back to feeling like their very best selves.

In just 8 letters, Mounjaro fits both indications by evoking all of the Adventure & Inspiration of Mount Kilimanjaro – Africa’s most prominent peak.  Many pharma industry insiders predict tirzepatide (marketed as Mounjaro & Zepbound by Eli Lilly) will be the best-selling drug of all time, due to its unmatched blood sugar control & high-octane weight loss efficacy.

Zap Those Pounds Away!

Put more Pep in Your Step with tirzepatide. ZEPBOUND shares the “oun” naming component with its Blockbuster Sibling Brand MOUNJARO. Chemically, they are Identical Twins. Many pharma industry insiders predict tirzepatide will be the best-selling drug of all time, due to its unmatched blood sugar control & high-octane weight loss efficacy.

One & Done Relief

A new tectonic shift in neurologically nourishing protection technology. As a small-molecule CGRP receptor antagonist, Nurtec ODT blocks the receptor directly.  Unlike others, it’s the only formulation approved for both acute and preventive migraine treatment. Even better, the tablet dissolves fast without requiring water.  Which is especially important as many migraine sufferers also experience nausea or vomiting – making swallowing a pill difficult at best.

When approaching the brand name, these one-of-a-kind benefits were critical to pull through.  With only 6 letters & 2 syllables, NURTEC highlights this cutting edge yet patient friendly combination.  NUR evokes Neurology (suggesting its role in brain/migraine relief), Nurturing Care and Nourishment.   The advanced Tec required to accomplish this feat clearly shines through.

Charismatic Drug Brand for an Embarrassing Condition

Motegrity is used in adults to treat Chronic Idiopathic Constipation (CIC).  It is typically used when other constipation treatments, such as laxatives, haven’t provided relief. 

This distinctive, memorable, dynamic pharma brand name literally means Motility Integrity. This verbal design clearly expresses the primary benefit to get things moving in a tactful, un-awkward fashion.  Integrity in Motion!

Revolutionary Rare Disease Assistance

Short Bowel Syndrome (SBS) affects about 10,000 - 20,000 people in the US and less than 1 in 2000 in Europe.  Because it is both a rare and severe condition, it qualifies for orphan drug status. 

REVESTIVE (brand name in Europe and Canada; also known as Gattex in the US) is a recombinant analog of glucagon-like petptide-2 (GLP-2), a hormone that promotes intestinal growth, nutrient absorption, and mucosal healing.  Teduglutide combines this benefit with a longer half-life (for prolonged gut-healing effects), convenient dosing (once-daily subcutaneous injections), and a reduced dependence on parenteral nutrition (TPN/IV fluids).

In pharmaceutical preparation brand naming, it is considered a definite no-no to use an overly descriptive name. The FDA and EMA prohibit brand names which explicitly describe efficacy, composition, or function.  They both regularly reject such attempts.

REVESTIVE walks right up to that line by elegantly evoking a clear sense of Digestive Renewal, Revitalization and Restoration.

Dance the Plight Away

The task: create a compelling consumer-focused pharmaceutical brand name for Lilly’s entrance into the Plaque Psoriasis market. Analysts predicted this segment’s leader would have a blockbuster drug with multi-billion-dollar rewards on their hands.

 Most of the revenue was projected to come from North America and its wide-open approach to direct-to-consumer (DTC) advertising. Our job was to create a name that would dominate the airwaves in America while simultaneously meeting the needs of global healthcare professionals.

 Most approved drug names today are comprised of three and four syllables. Increasingly uncommon is the two-syllable name due to countless lookalike and sound-alike Rx brands. One-syllable names are like the Yeti; rarely sighted.

 Until TALTZ. The first single-syllable globally approved pharmaceutical brand name since Yaz – over 20 years ago. Based on the universally recognized word waltz, the name evokes dancing. As psoriasis primarily afflicts the elbows, knees and necklines of individuals, TALTZ evokes a sense of movement and freedom of expression.