With all of the regulatory obstacles we face in marketing pharmaceutical products, it is surprising that one of the most undervalued strategic goals is a truly marketable brand name.  Increasingly, it seems the focus for many teams has shifted to simply getting to a name that will clear the regulatory and trademarking hurdles.  But is that really enough?    

In the quest for “a” brand name, rather than “the” brand name, pharmaceutical marketers must often select from a pool of strategically disconnected names.  The term “word jumble” springs to mind.  The search for a memorable and marketable brand name is more than a regulatory task or “stage gate”, it is a key strategic endeavor that will have a significant impact on the success of your brand.