Addison Whitney Created New Trade Name Announced By Celgene and Approved by FDA
Charlotte, NC (March 16, 2006) – Global pharmaceutical company Celgene Inc. (NASDAQ: CELG) announced the approval of Revlimid (lenalidomide) on December 27, 2005, a treatment primarily indicated for patients with transfusion dependent anemia. Revlimid is only available through a restricted distribution program known as RevAssistSM , which is designed around the need to educate physicians, pharmacists, patients, and other healthcare providers about the fetal risks present from exposure to Revlimid.Addison Whitney created the name Revlimid for the new product from Celgene. The suffix "-imid" signifies that it is an immunomodulatory drug, while the "Rev-" prefix suggests the drug will rev up the immune system. In addition, the "-li-" word part is loosely tied to living or life. Overall, Revlimid fits well into the existing portfolio of compounds from Celgene. In addition to developing the brand name, Addison Whitney conducted Medication Error Prevention Analysis (MEPA) and name validation research on Revlimid.
Addison Whitney also developed the name RevAssist, which ties directly to the Revlimid brand by using the "Rev-" prefix, while the "-Assist" word part speaks to the goals of this program.
The strong and growing revenue base represented by Revlimid and other Celgene products will allow for the advancement of pipeline products that Celgene plans to introduce in the coming years.
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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