Pharmaceutical brand naming pro. Pioneered modern drug naming practices. Helped create over 100 approved biopharma brand names. Founder of Gary Martin Group. Passionate about helping clients advance their goals.
Brand names function as free sound bites for your products (even before marketing approval). I am a biopharma naming pro with three decades of successful naming, nomenclature, and branding experience. I have helped create hundreds of approved biopharma brand names, including Viagra®, Enbrel®, and Perjeta®. Currently as president of Gary Martin Group, my focus is on providing naming guidance to the biopharma industry. I have a passion for helping companies name their drugs, and I look forward to hearing your brief.
The nonproprietary name, or "generic name," is a necessary and unique designation for every pharmaceutical substance or biologic product. It is requested on FDA applications and in drug substance chemical descriptions, and it also appears with the company's trade name on drug labels. Because the guidelines to develop a nonproprietary name are tricky, and the approval process is complicated, many nonproprietary names are initially rejected. I have helped many companies create nonproprietary names, and I can help you navigate these challenges successfully.
Brand your clinical trials and build your scientific position. The clinical trial phases present excellent opportunities for explaining your science and planting the seed of a novel molecule. I have helped many biopharma companies name their clinical trials and develop their visual identity, and I look forward to the opportunity to talk to you.
Biotechs and life science start-ups are passionate about their scientific discoveries. By taking a proactive approach to naming, they can better appeal to investors, attract potential partners and communicate with the healthcare community. As founder of Gary Martin Group, my focus is on providing pharmaceutical naming guidance to small, emerging biotech companies. I have a passion for helping companies name themselves, name their drugs, develop their clinical trial branding/naming, and create USAN/INNs. Let’s discuss how nomenclature can advance your scientific dreams into commercial reality.
Congratulations on being able to charge two times more than your competitors! My firm helps companies create names that would aspire to the same goal. To help you substantiate your premium-priced position, I advise that you focus on establishing your company as offering better value, not just simply adding more perks. It also sounds like you are looking for some immediate, tangible tactics to achieve this. One efficient way to create value quickly (with innovation and differentiation) is to create a sub-brand architecture of proprietary products (or services) with unique brand names and visual identities that reflect your brand story and that the competition cannot claim.
Starbucks demonstrates this strategy. How did Starbucks get away with charging much more for their coffee? One way was that they created sub-branded products to help define their premium value. It is no accident that Starbucks has 328 records in the U.S. Patent & Trademark Office, the vast majority of them for trademarks. Starbucks offers not just several different kinds of coffees, but Starbucks Reserved® coffees. Refreshers™ and Frappucino® are only available at Starbucks. Starbucks VIA® instant coffee is like no other instant coffee. These additional brands express more about the Starbuck’s brand––and its “great coffee” story––than what their customers receive from using their products (and services). The sub-brand architecture is at least one immediate tactic to help you support a higher pricing strategy. Connecting with your target audience and establishing a trusting relationship is the longer-term objective. Any questions, please call. Good luck!
Gary provides a very professional and expert service on a branding and naming project and I would strong recommend him for such projects in the future.