Addison Whitney Created New Trade Name Announced By Pfizer and Approved by FDA
Charlotte, NC (March 3, 2006) - Global pharmaceutical company Pfizer Inc. (NASDAQ: PFE) announced the approval of Eraxis™ (anidulafungin) on February 21, 2006, a treatment primarily indicated for the bloodstream infection candidemia. Other approved indications include two additional infections caused by the Candida fungus (peritonitis and intra-abdominal abscesses), as well as esophageal candidiasis, a fungal infection of the esophagus.Vicuron Pharmaceuticals engaged Addison Whitney to develop the brand identity for this anti-fungal, which became a Pfizer product upon the acquisition of Vicuron in September of 2005. This approved prescription medication provides another, more efficacious option for patients taking another Pfizer product, Diflucan (fluconazole). In addition to developing the brand identity, Addison Whitney also conducted Medication Error Prevention Analysis (MEPA) and name validation research for Eraxis.
The name Eraxis stems from the concept of "eradicate" or "erase." Through this name, Addison Whitney conveys the desirable attributes of the drug, as it is an antifungal medication that needs to eradicate the infection.
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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