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Gravity Branding names Novartis’ Vijoice®


Gravity Branding recently announced its success naming Vijoice® (alpelisib), a Novartis drug to combat PIK3CA-Related Overgrowth Spectrum (PROS).

On April 5, 2022, the FDA granted accelerated approval to alpelisib (brand name Vijoice®) for adult and pediatric patients two years of age and older with severe manifestations of PIK3CA-related overgrowth spectrum who require systemic therapy.

Vijoice® is a fabricated name that can be regarded as optimistic and life affirming, but essentially, represents an empty vessel poised to be filled with relevant brand qualities. In addition to Gravity’s pharmaceutical naming experience, the agency works alongside Novartis and its technology partners on branding ground-breaking digital therapeutics.

The bar for international pharmaceutical naming is high. In addition to clearing international health agency scrutiny and trademark review, other key considerations include avoiding confusion with proprietary and non-proprietary drug or medical technology names, any drug performance claims not substantiated by the clinical research process, and reference to religious and any inappropriate international idiomatic expressions. Ensuring names are reasonably easy to pronounce in all markets is also important.

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