Case Study: US Pharmaceutical Company
Situation: New product development
Date: From 2009
Brands and Borders was asked to provide a comprehensive name check on over-the-counter medicines produced by a large US pharmaceutical company. The purpose of the check was to ensure that the names of the proposed medicine (the product) did not sound like, suggest, was close to or resembled something that was offensive, unpleasant or ridiculous. Additionally, our respondents were asked if the product was difficult to pronounce or say.
A large number of respondents in over 40 countries were required to perform a check, each respondent was required to work to an agreed questionnaire involving seven questions over a period of 8 months. The project required a large amount of project management with the need to collate and communicate important information to the client on a regular basis. It was a difficult brief mainly because the medicine names were unusually long and so attracted more than the usual comments, statements and opinions. A number of names were considered unsuitable and so rechecking became a constant part of the operation.
However the project ended successfully in 2010 with over 100 medicinal products having been successfully checked and properly qualified.
Please note that some dates and other details have been changed to protect client confidentiality. The project objectives however are accurate and true.