Addison Whitney Created Lialda Trade Name Announced by Shire and Approved by FDA
CHARLOTTE, NORTH CAROLINA, May 29, 2007– Global pharmaceutical company Shire (NASDAQ: SHPGY) announced the FDA approval of Lialda. This product is a once-daily, high-dose oral mesalazine formulation. The offering provides a constant drug release for the induction and maintenance of remission in patients with mild-to-moderate ulcerative colitis.Addison Whitney was engaged to develop the brand identity for mesalazine. The name Lialda has a smooth, soft flow that conveys the relief and improved quality of life for patients taking this treatment. With a focus on the treatment’s key attribute, symptom suppression, the name Lialda expressed the desired connotations.
Addison Whitney also conducted the Medication Error Prevention Analysis (MEPA), name validation research, and developed white papers for regulatory submission.
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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