Addison Whitney Involved in Creation of Two New Trade Names Approved by FDA
Charlotte, NC (July 21, 2006) – Global pharmaceutical company Bristol-Myers Squibb (NASDAQ: BMY) announced the FDA approval of Sprycel™ (dasatinib) on June 28, 2006. The new medication was approved for two indications: treatment of adults in all phases of chronic myeloid leukemia (CML) (chronic, accelerated, or myeloid or lymphoid blast phase) with resistance or intolerance to prior therapy, including Gleevec® (imatinib mesylate), and treatment of adults with Philadelphia chromosome-positive acute lymphoblastic leukemia (Ph+ALL) with resistance or intolerance to prior therapy.In addition, on July 12, 2006, Bristol-Myers Squibb and Gilead Sciences (NASDAQ: GILD) announced the approval of Atripla™ for the treatment of HIV-1 infection in adults. This medication is the first once daily, single tablet therapy for HIV that can be used either in combination with other antiretroviral products or as a stand-alone treatment. Atripla combines Sustiva® (efavirenz), manufactured by Bristol-Myers Squibb, and Truvada® (emtricitabine and tenofovir disoproxil fumarate), manufactured by Gilead Sciences.
Addison Whitney was engaged to develop the brand identities for dasatinib and efavirenz/emtricitabine/tenofovir disoproxil fumarate. The name Sprycel has an uplifting tone to convey the improved quality of life to be experienced by patients taking this treatment. Focusing on the product’s key benefit, the name Atripla was derived from the simplified dosing regimen of one tablet for the triple combination therapy. Addison Whitney also conducted Medication Error Prevention Analysis and name validation research, and developed white papers for regulatory submission, for both products.
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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