PHARMACEUTICAL NAMING: DEVELOPMENT OF NAMES OF MEDICINES, MEDICAL AND PREVENTIVE INSTITUTIONS, TRADEMARKS OF PRIVATE PHYSICIANS

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The naming of medicines requires a professional approach. This is primarily due to the high competition in the drug market and their intended use.

Of course, the first thing a buyer looks at when choosing medicines and drugs is the name of the medicine. If the name of the medicine carries a positive perception, it stimulates the buyer to make a purchase. A successful name of a medicine, pharmaceutical company or medical institution contributes to the creation and expansion of its fame, increasing the number of clients or customers, increasing profits. In the case of a negative perception of the name, it repels potential buyers, negatively affects the image of both the product itself and the manufacturing company.

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These circumstances force manufacturing companies to take the issue of drug naming – the development of drug names– seriously.

Naming in the medical business is one of the most significant and influential factors in ensuring competitiveness.

In general terms, pharmaceutical naming includes three categories of naming:

private practitioner brand names;
names of medical and preventive care facilities;
names of pharmaceuticals.

Private practitioner brand names

When setting up their own business, private practitioners most often do not think about creating their own trademark. They explain this by the fact that the name and surname of the doctor as if fulfill the role of a trademark, because patients usually go to a particular doctor.

This is a valid reasoning, but developing your own brand name will be necessary in such cases:

1) if you start a business with your own brand name, you can sell it later on.

2) if several doctors work under the same surname (this is often a matter of family business or if the doctor’s surname is quite popular).

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It should also be taken into account that naming one’s own business by one’s first or last name does not carry any emotional message, lacks uniqueness and individuality and is not subject to protection.

Popularization of commerce in the medical business (previously new inventions, all achievements in the field of medicine were published in professional reference books and were publicly available, but now all innovations are trying to be patented and distributed only under licenses) leads to the need to create their own trademarks.

Names of health care institutions

Have you ever noticed how we name all medical institutions? As a rule, medical institutions were called by numbers: “Pharmacy No. 3”, “Polyclinic No. 14” and the like. Such names were also complemented by another principle of naming – by territorial location – for example, “City Hospital No. 1”, “Regional Laboratory”, etc.

Recently, the situation has been changing, and this is primarily due to the penetration of commerce into the medical business and the emergence of private medical businesses. That is why private owners seek to distinguish their business from others by naming it: “Good Day Pharmacy”, “Doctor Stoletov”, “Original dental clinic”, etc.

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The right company name and a logo design that emphasizes the name will attract customers, and create the necessary perception of the name with a particular establishment.

Pharmaceutical names

Thousands of new medicines appear every year: drugs, vitamins, supplements, antibiotics, ointments, pills, and so on. All medicines have a complex chemical composition and formulas, which are in fact the “name” of the drug, but which would be so hard for people without special education to memorize.

This is why professional naming comes into play, and all drugs and medicines are given their own name. This name is considered the trademark of the medicine. It is easier to “work” with a more simplified and easy to read name of a medicine: it is easier to sell, advertise, and simply remember.

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There are some rules to follow when developing names for pharmaceutical brands:

the name of the drug should be short (ideally with no more than 8-10 letters);
the name of the medicine should be easy to pronounce and therefore easy to remember;
The name of the medication should not be ambiguous;
It is good if the name of the medicine indicates the area of application;
the name of the medicine must be original (not repeated from already registered trademarks) and must not be misleading, confusing and confusing to both doctors and purchasers.

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Since developing a drug name is a serious matter and requires the approach of professionals, pharmaceutical manufacturers often turn to branding companies and firms specializing in naming for professional naming.

We are experienced in building a brand from the ground up, from conducting market and competitor analysis, to naming and product design.

As practice shows, a successfully chosen and registered name of a drug trademark is an effective tool to ensure high competitiveness, and brings additional profit to the owners.