There’s just no way around this: We have worked on more healthcare and pharmaceutical projects than anyone in our field. We’re proud of the work we do for all of our clients and love sharing our stories. And, as part of inVentiv Health, we are able to recommend other inVentiv resources that will seamlessly move your brand through development and into commercialization. It would be impossible to show you everything we’ve done in the healthcare and pharmaceutical arenas, so we’ve picked some of our very favorites below. This is just the tip of the iceberg though – if you don’t see something you’re looking for here, please contact us and let us know. We’ve got a lot more where these came from.
Looking for our work outside of healthcare? Check out those case studies here.
Aegerion Pharmaceuticals is dedicated to the development and commercialization of novel therapies for patients with debilitating, often fatal, rare diseases.
Aegerion enlisted Addison Whitney to develop a global trade name for its first product, a lomitapide asset. After going through our customized global name development process for Aegerion, we created the name Juxtapid.
Juxtapid is indicated as an adjunct to a low-fat diet and other lipid-lowering treatments, including LDL apheresis where available, to reduce low-density lipoprotein cholesterol (LDL-C), total cholesterol (TC), apolipoprotein B (apo B) and non-high-density lipoprotein cholesterol (non-HDL-C) in patients with homozygous familial hypercholesterolemia.
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- Animal Health
Addison Whitney is an expert in animal health branding across the farm and companion animal segments. We have worked with Bayer Animal Health, Intervet, Merial, Novartis Animal Health and Pfizer Animal Health (Zoetis).
Our animal health expertise isn't limited to just naming or just design; we have worked on projects across our verbal, visual, brand research and brand strategy teams.
Notable work in the farm animal space includes Draxxin for cattle and pigs, Excede for dairy cattle, Fostera for pigs, Zolvix for sheep and Zylexis for horses. Notable work for companion animals includes Revolution for cats and dogs and Cerenia, Slentrol, Previcox and Certifect for dogs.
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Astellas Pharma US, Inc., an affiliate of Tokyo-based Astellas Pharma, Inc., is a pharmaceutical company dedicated to improving the health of people around the world through the provision of innovative and reliable pharmaceutical products.
Astellas approached us seeking a visually creative solution that would align its US corporate and employment brands. Astellas’ corporate communications and recruiting teams desired to bring the employment brand to life by borrowing concepts and inspiration from its corporate brand. Our designers have created new visual identities for Astellas’ human resources brands, and updated PowerPoint slide templates and the full design development of its corporate magazine. Our brand strategists and visual team also collaborated to create advertising templates.
Through this initial relationship, we have become Astellas’ branding partner of choice, particularly for its visual workflow.
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AstraZeneca is a global, innovation-driven biopharmaceutical business with a primary focus on the discovery, development and commercialization of prescription medicines for gastrointestinal, cardiovascular, respiratory and inflammation, neuroscience, oncology and infectious diseases. AstraZeneca operates in more than 100 countries, and its innovative medicines are used by millions of patients worldwide.
AstraZeneca developed a drug to prevent thrombotic events such as strokes or heart attacks in patients with acute coronary syndrome or myocardial infarction with ST elevation.
AstraZeneca needed a name that would pass the strict FDA name review. Addison Whitney took the AstraZeneca team through our creative naming process and explored a number of naming options before landing on Brilinta as the new brand name.
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- Bayer HealthCare
Bayer HealthCare is known worldwide for its commitment to providing excellent healthcare solutions in areas such as research, consumer and pharmaceutical products and animal health. Addison Whitney has partnered with Bayer HealthCare for a variety of projects; a few highlights are below.
Bayer’s Consumer Care division needed to rebrand its “Morning Relief” effervescent. Our verbal branding team developed a set of updated branding options that effectively communicated the benefits of the product. We conducted a survey with key consumers within the target market, and the resulting research findings analysis allowed us to confidently recommend Wake-Up Call for the new brand.
Bayer HealthCare’s Radiology and Interventional (R&I) business segment joined with MEDRAD to form three distinct strategic business units. With the addition of the MEDRAD product group, Bayer R&I is able to provide its customers with service on existing Bayer products and on equipment manufactured by companies other than Bayer.
Bayer R&I approached Addison Whitney to rebrand the entire service system and establish and execute new brand architecture and nomenclature strategies to fully integrate the service brand system into the R&I business segment. Along with the new brand strategy, we developed unique visual identities for the overall service group, its subgroups and the current product brands.
We also worked with Bayer R&I to develop a brand name for its informatics-driven, touch‐screen hub that enables time savings and improved patient care. Our verbal team developed the name Certegra to allude to a certainty and flexibility the system will provide to its users.
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Two leading pharmaceutical companies, Pfizer and Bristol-Myers Squibb (BMS), developed a joint venture to create a drug that would aid in the prevention of venous thromboembolism and venous thromboembolic events.
Accustomed to working with two different companies to create viable drug names, Addison Whitney jumped right in with both teams to develop a strong brand for the new drug. After taking the teams through creative and strategic branding exercises, the name Eliquis was created.
Bristol-Myers Squibb is a global BioPharma company firmly focused on its mission to discover, develop and deliver innovative medicines that help patients prevail over serious diseases.
At Pfizer, they apply science and global resources to bring therapies to people that extend and significantly improve their lives. They strive to set the standard for quality, safety and value in the discovery, development and manufacture of healthcare products. Their global portfolio includes medicines and vaccines as well as many of the world’s best-known consumer healthcare products.
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- Bristol-Myers Squibb
Bristol-Myers Squibb (BMS) is a global BioPharma company firmly focused on its mission to discover, develop and deliver innovative medicines that help patients prevail over serious diseases.
Addison Whitney has had a relationship with BMS for more than a decade, and we've worked on a variety of projects, including brand name and name derivation development, device naming and brand research. Our projects have spanned a variety of specialties, including anti-infectives, cardiology, metabolics, immunology, oncology, rheumatology and virology.
Highlights of our work include name development and research for Atripla, a once-daily pill that lowers viral load to undetectable levels and helps raise T-cell (CD4+) count to help control HIV; Ixempra, used to treat locally advanced or metastatic breast cancer following certain treatments; Onglyza, used along with diet and exercise to lower blood sugar in adults with type 2 diabetes; and Sprycel, used to treat adults who have newly diagnosed Philadelphia chromosome-positive (Ph+) chronic myeloid leukemia (CML) in chronic phase.
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- Campbell Alliance
Campbell Alliance, one of our sister companies, is an industry leader in biopharmaceutical and medical technology consulting. Campbell Alliance approached Addison Whitney with two different projects: to design and develop its recruiting materials, and to create a new brand identity for its research and analytics subsidiary.
An element of the first project was a recruitment packet appealing to the college graduate. We created a system of line illustrations that demonstrated the process from seed to fruit, representing the career path. The overall design was a fresh and youthful translation of Campbell Alliance’s brand characteristics.
The brand identity work for Campbell Alliance stretched across our verbal, visual and brand strategy teams. We created a new name, Encuity, to replace Campbell Alliance Market Research and Analytics. Encuity is derived from enabling acuity, or providing customers with sharpness in vision or thought to help them see the answers they need for their business. Our designers created a new logo, brand artwork, marketing materials, stationery and comprehensive style guide. And our brand strategists developed messaging and consulted on positioning and nomenclature.
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Celgene achieves medical progress that goes hand in hand with its promise to ensure all patients can benefit from the advancements. Improving the lives of patients is the ultimate goal, which is why Celgene developed an innovative drug to treat MDS, a malignant blood disease.
Celgene partnered with Addison Whitney Health to create a global brand name for lenalidomide, its revolutionary drug. After going through a customized global name development process for Celgene, we created the name Revlimid.
Since its launch, Revlimid has been approved to treat not only MDS, but also multiple myeloma, a cancer of the plasma cells in bone marrow. Celgene has grown into one of the world’s largest biotechnology companies, thanks mostly to Revlimid, which has continued to gain market share since its launch.
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- Ciox Health
HealthPort was a leading company in the management of protected health information, embedded in the vast majority of health information providers throughout the United States. Following a merger and acquisition period, HealthPort looked to rebrand in order to capture its more robust offering and a superior position in the world of health information management. The HealthPort team approached Addison Whitney to assist with the development of the new corporate brand.
The Addison Whitney team began the project with a robust discovery phase, including stakeholder interviews and an audit of the competitive landscape. A Discovery Workshop was held to highlight these findings and discuss how they would be implemented into creative and strategic brand development processes, including name and logo design development.
Equipped with an extensive amount of information founded upon brand discovery findings, the Addison Whitney team began development of the new brand’s elements. Our brand strategy team developed brand positioning and messaging, and our verbal branding team built upon these strategic deliverables with targeted name candidates. The name “CIOX Health” was chosen, and our visual branding team got to work on a new corporate logo, stationery system and marketing collateral.
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- Edwards Lifesciences
Edwards Lifesciences is the global leader in the science of heart valves and hemodynamic monitoring. With a dedication to helping patients, the company partners with clinicians to develop innovative technologies in the areas of structural heart disease and critical care monitoring that enable them to save and enhance lives.
Edwards requested Addison Whitney’s help to develop a naming strategy that would allow the organization to fully leverage its Intuity brand and provide a naming structure for future product naming. We also went on to name a specialized technology that’s part of the new valve system and can be used with other systems.
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Eisai is a fully integrated pharmaceutical business with discovery, clinical, manufacturing and marketing capabilities. The company partnered with Addison Whitney to develop a logo, color palette and PowerPoint template for two clinical trials focusing on a bleeding disorder treatment.
Addison Whitney Health led Eisai’s team through creative strategy workshops, brainstorm sessions and rounds of name and design options before deciding on the strongest candidates to move forward with in the trials. Ultimately, the teams decided on “ASTUTE” and “APT” for the two clinical trials. The names were derived from words associated with the trial and also conveyed confidence in the trial itself. The final identities for the clinical trials (left) are enclosed by a dynamic shape showing movement and flexibility. This shape is also reminiscent of a mountain showing strength and empowerment. Each identity uses a different orientation, but both show a positive and balanced look and feel. The final color palette complements Eisai’s corporate identity and makes a strong statement for the trials.
Armed with impactful brand names and logos, Eisai was able to successfully carry out its clinical trials.
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- Forest Laboratories
Forest Laboratories delivers pharmaceutical products that make a difference in people’s everyday lives. Combined, major depressive disorder (MDD) and generalized anxiety disorder (GAD) affects more than 20 million adults in America in a given year. To help make a difference, Forest Laboratories developed the next generation of Celexa, a selective serotonin reuptake inhibitor (SSRI) that treats depression and anxiety.
We partnered with Forest Laboratories to develop the brand name Lexapro. Since its introduction to the market, Lexapro has achieved substantial success and has been prescribed to more than 18 million US adults.
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- GE Healthcare
Addison Whitney was commissioned by GE Healthcare to develop a brand name for its newest innovation in ultrasound technology. Once the brand name was decided, GE Healthcare's marketing team also tasked us with evaluating their current brand portfolio in the ultrasound market.
Our creative team developed various name candidates for the ultrasound technology by evaluating current brand trends, determining unique features in each and identifying important brand qualities. GE Healthcare chose the name Venue and planned to use it across multiple user groups.
We also advised on the approach to use descriptive terms to further differentiate the various versions, designed for specific procedures and diagnostics exams. The name extension strategy we developed was designed to guide GE's branding team on a clear strategy to differentiate the various brands, while avoiding overlap among target audiences.
Venue joins GE's other ultrasound brands: LOGIQ for general imaging, Vivid for cardiovascular imaging and Voluson for women's health and specialty imaging. GE Healthcare has gone on to utilize the Venue 40 sub-brand followed by five distinct descriptors: vascular access, anesthesia, interventional, musculoskeletal, and point of care.
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- Genentech / Roche
Considered the founder of the industry, Genentech, now a member of the Roche Group, has been delivering on the promise of biotechnology for more than 35 years. Genentech uses human genetic information to discover, develop, manufacture and commercialize medicines to treat patients with serious or life-threatening medical conditions.
Genentech partnered with Addison Whitney Health to create a global brand name for ado-trastuzumab emtansine or T-DM1. After going through a customized global name development process for Genentech, we created the name Kadcyla.
Kadcyla is the first antibody-drug conjugate for treating her2-positive metastatic breast cancer and is the fourth medicine from Genentech to receive FDA approval for people with advanced cancers within the past two years.
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- Gilead – Stribild
Gilead Sciences, Inc. is a research-based biopharmaceutical company that discovers, develops and commercializes innovative medicines in areas of unmet medical need. Gilead strives to transform and simplify care for people with life-threatening illnesses around the world. Gilead's portfolio of products and pipeline of investigational drugs includes treatments for HIV/AIDS, hepatitis, serious respiratory and cardiovascular conditions, cancer, and inflammation.
Gilead's portfolio of marketed products includes a number of category firsts, including the only complete treatment regimen for HIV infection available in a once-daily single pill.
Addison Whitney developed the name Stribild for the medication, and it has since been approved by both the FDA and EMA.
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- Gilead / GSK
Gilead and GlaxoSmithKline (GSK) both improve the quality of human life by advancing the care of patients suffering from life-constraining diseases.
Gilead and GSK developed ambrisentan, an endothelin receptor antagonist (ERA) used to treat pulmonary arterial hypertension (PAH), which causes high blood pressure in the lung arteries. The two companies would co-market the drug and needed both a U.S. brand name for Gilead, and an international brand name for GSK.
The name Letairis was created as the U.S. brand name, while Volibris was created for international use. Both names were deemed viable from regulatory bodies and have gone on to be successful drugs to treat PAH in patients.
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Bristol-Myers Squibb (BMS) developed a fully human anti-program death (PD-1) antibody that was designed to re-activate the body’s immune system to destroy tumors rather than impacting the tumor cells directly, allowing unprecedented durable response and improved conditions. Addison Whitney Health was approached to develop and test brand name candidates for the Anti-PD-1 asset.
Addison Whitney Health executed its unique, multi-step process in order to properly develop and test potential name candidates. Addison Whitney Health conducted strategy and name development workshops to identify key characteristics to be applied to the creative process, such as highlighting the asset’s functional and emotional attributes and benefits.
Brand name candidates were then tested via global linguistic evaluations, legal trademark prescreens, medical panel reviews, extensive pharmacist and physician safety testing and marketing research. “Opdivo” was considered an appropriate brand name from a commercial and regulatory standpoint following submission of the name candidate to various regulatory agencies, including the FDA and EMA. After obtaining regulatory approval, Opdivo entered the market and was subsequently named a "Brand of the Year" following its release.
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- Sheridan Healthcare
Sheridan Healthcare is an industry leader in providing clinical solutions to hospitals and outpatient centers, including aspects such as administrative support, staff recruiting and quality assurance.
Addison Whitney partnered with Sheridan to help it find a more unified voice and identity to drive its business development and recruiting efforts, and to develop a strategic way to communicate this new position to both internal and external audiences.
We conducted a comprehensive, competitive brand audit, developed brand research and positioning concepts and created positioning guidelines and messaging. Our research team conducted a brand assessment and employee survey and our design team designed and helped implement an internal visual campaign to display in Sheridan's corporate office.
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- Shire – INTUNIV
Shire has a simple purpose: to enable people with life-altering conditions to lead better lives. Shire focuses on developing treatments for conditions where the impact of their medicines can make an immediate and tangible difference for patients. Shire provides treatments in neuroscience, rare diseases, gastrointestinal, internal medicine and regenerative medicine.
Addison Whitney worked with the Shire team to name its once-daily prescription medicine used to treat attention-deficit hyperactivity disorder (ADHD) in patients aged 6 to 17 years. Through creative branding sessions with the Shire team, we developed and tested the name INTUNIV for the new drug.
INTUNIV has gone on to be a successful way to treat ADHD in its patients. It has proven to have fewer side effects to similar drugs on the market making it an attractive treatment for many.
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- Theratechnologies - Egrifta
Theratechnologies is a specialty pharmaceutical company addressing unmet medical needs in metabolic disorders to promote healthy ageing and improved quality of life.
Addison Whitney was approached by Theratechnologies to develop a brand name for their new asset designed for a number of diseases, including HIV-lipodystrophy and growth hormone deficiency. The product established a new class of the once-daily GRF compounds, and with the related aspects served as a breakthrough innovation in the treatment of the diseases. Additionally, Addison Whitney was hired to create the visual identity for the new product
Following the completion of the necessary research and verbal assessments, “Egrifta” was chosen as the brand name for the new product, with a logo developed to fit the name brand characteristics. Additionally, Addison Whitney created and submitted name approval documents for Egrifta to the FDA, EMA, and Health Canada. Egrifta was approved by the appropriate regulatory bodies, and continues to be on the market today.
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Global hearing healthcare company Unitron was looking for a partner to help make its product portfolio easier to understand for hearing professionals. With no clear strategy for future product naming, Addison Whitney was ready to take on the challenge.
To gather more insight and validate the nomenclature strategy options, we conducted focus groups with audiologists. The focus groups allowed the participants to see potential nomenclature strategy options and provide direct feedback on whether the options were easy to understand or confusing. In addition, new insight about what was important in a product name was gathered.
Based on the research findings, we presented Unitron with a final recommendation for its brand architecture and portfolio nomenclature strategy. These new strategies will help hearing professionals better fit products to patients and provide a clear guide for future product naming.
With strategy options in place that better define the brand and help drive consistency, Unitron continues to develop innovative products for hearing professionals and their patients worldwide.
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Clinical trial branding provides an easy-to-remember, recognizable identity that helps to build awareness and commitment. This type of branding can range from the name and logo, to messaging and marketing collateral. Addison Whitney was one of the first firms to brand clinical trials in the pharmaceutical industry.
Upsher-Smith is an independent and privately owned specialty pharmaceutical company that focuses on product growth and innovation for branded and generic pharmaceuticals. Upsher-Smith has a particular focus on developing therapies to assist people suffering from central nervous system diseases and also markets products relating to cardiology, dermatology, and women's health.
For this particular project, Upsher-Smith asked us to develop a logo, color palette and PowerPoint template for two epilepsy treatment clinical trials.
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