Addison Whitney Announces New Tradename
Charlotte, NC (May 2, 2005) - Santarus, Inc., a specialty pharmaceutical company, entrusted Addison Whitney with the task of developing a brand identity for their new Proton Pump Inhibitor (PPI) product. This recently released prescription medication is the first and only immediate release oral PPI that is effective within minutes (rather than hours) while also providing sustained relief. This PPI was designed for relief from a variety of upper GI disorders including GERD, gastric ulcers and more. Because of the unique formulation and rapid delivery of the drug into the blood stream, it was important to position the new drug with a brand name that would make it stand out from the crowd of preexisting delayed-release products.Addison Whitney’s Verbal Branding Team studied the key attributes of the product, employing global techniques to help create a brand name that would help take Santarus, Inc.’s product to the forefront of their market. Using our proprietary Medication Error Prevention Analysis and Name Validation process, Addison Whitney tested the final name candidates with Gastroenterologists, PCP’s and Pharmacists, ensuring that Zegerid was the most preferred name that had the least risk of causing confusion in the global marketplace.
For more information, please call Lizzy Guterma at 704-697-4055 or lizzy.guterma@addisonwhitney.com or visit www.addisonwhitney.com.
About Addison Whitney
Addison Whitney is a global full-service brand consulting firm. Founded in 1991, the firm has extended its services to offer branding expertise in the areas of verbal branding, visual branding, brand strategy, and research and analysis. Clients come to Addison Whitney from industries including: consumer, technology, business to business and other market segments. Addison Whitney health, a specialized healthcare division of Addison Whitney, serves the branding needs of pharmaceutical, biotechnology, life science, and medical specialties. For more information, visit www.addisonwhitney.com.
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