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Brand Institute's Divisional President Courtney Kilroy, who manages naming projects for clients on the West Coast of the United States, has observed significantly more manufacturers initiating clinical trial naming for both Phase 2 and Phase 3 trials. While Phase 3 trials are traditionally branded, Phase 2 trials are emerging as a crucial time to begin the branding work for compounds in development as companies look for earlier compound awareness.
Having a nonproprietary name early on can demonstrate belief in a compound's potential for success, whereas a clinical trial name promotes interest from the investment community and can drive patient enrollment in the underlying trial. "Brands and brand names cultivate value and interest," said Ms. Kilroy. "A memorable and easy-to-identify clinical trial name can add incredible value to a compound that is in development. It can differentiate a drug in a crowded marketplace, increase awareness, and generate excitement about the product's therapeutic potential."