Roche - Bonviva / Boniva

Therapeutic Area: Rheumatology/Musculoskeletal
Roche is a leader in research-focused healthcare with combined strengths in pharmaceuticals and diagnostics.  GlaxoSmithKline plc (GSK) is a global healthcare group, which is engaged in the creation and discovery, development, manufacture and marketing of pharmaceutical products; including vaccines, over-the-counter (OTC) medicines and health-related consumer products. Roche and GlaxoSmithKline commissioned Addison Whitney to aid in the development and testing of a global brand name for ibandronic acid, used to treat osteoporosis. The name needed to reflect key creative cues with the treatment being the first oral, monthly medication for osteoporosis while providing extended relief that keeps life in motion.

Upon developing numerous branding options, Addison Whitney conducted global name validation research on a short list of candidates and found Bonviva was well-liked by respondents. Furthermore, Bonviva performed well on key positioning and messaging measures. Bonviva was a clear favorite, but derivations of the name needed to be created. Addison Whitney facilitated a successful brainstorming session that yielded several name candidates, as well as derivations of the name Bonviva. Upon submission to the FDA and EMEA, Bonviva was accepted by the EMEA for the European market while Boniva was approved by the FDA for use in the US market. 

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