Two Top 50 pharma companies developed a new asset which would be developed for different regulatory agencies and marketed in different geographic areas. Each name had to go through our exclusive linguistic evaluation process with well-defined guidance to fit the appropriate end result, while also tying the two names together.
The two companies developed ambrisentan, an endothelin receptor antagonist (ERA) used to treat pulmonary arterial hypertension (PAH), which causes high blood pressure in the lung arteries. Understanding the product would be co-marketed, we joined the partnership in order to develop a U.S. brand name for one company, and the international brand name for the other.
We executed our exclusive VETT™ process in order to properly develop and test potential name candidates. One of the unique aspects of this process was the co-marketing of the two brands and the geographic differences of the final product launches, which gave the team the opportunity to take into consideration the specific regulatory trends of all regulatory agencies that would be involved.
Both “Letairis” and “Volibris” are considered to be suitable names for the treatment of PAH, which helps improve a patient’s ability to breathe and exercise. They also share the same suffix “-ris”, linking the two names. Letairis and Volibris were both deemed viable from a regulatory standpoint in the U.S. and Europe, respectively.