Ever wonder who came up with the brand name "Incivek"?

I have an insatiable interest in the business side of drug development paralleled only by my equally insatiable interest in nearly useless drug development trivia. So thank the Gods for self-congratulatory PR statements from brand consulting companies to feed the need. If you ever wondered who came up with the brand name for Telaprevir, look no further.

Addison Whitney Develops Name for Newly Approved Hepatitis C Treatment

Global branding firm names newly approved INCIVEK.

(PRWEB) June 03, 2011

Addison Whitney is pleased to announce the FDA approval of INCIVEK™ (telaprevir) from Vertex Pharmaceuticals Incorporated. INCIVEK is a prescription medication used with peginterferon alfa and ribavirin. The new drug will treat chronic hepatitis C genotype 1 infection in adults with stable liver problems who have not been treated before or who have failed previous treatment.

After developing the name INCIVEK, Addison Whitney streamlined the approval process by conducting safety validation research and providing Vertex with supporting documentation for the FDA review. “This was a true collaboration with our clients at Vertex that required a time sensitive approach to all aspects of the naming process,” said Daniel Plaisance, Vice President.

INCIVEK is expected to become a leading treatment for hepatitis C. FDA panelists said it appeared to raise the cure rate for hepatitis C to about 80 percent, compared with 40 percent with current therapies. The FDA has approved INCIVEK tablets for a broad group of people with genotype 1 chronic hepatitis C with compensated liver disease (some level of damage to the liver but the liver still functions), including cirrhosis (scarring of the liver).

“This is a very exciting time for Addison Whitney Health,” said Senior Vice President Vince Budd. “Not only is it great to see another one of our brands approved for a potential blockbuster product, but it showcases our high success rate of getting names approved by the global health authorities. Our clients have already received a number of approvals for names our company created, screened, tested and supported this year; and I look forward to seeing many more over the coming months.”

About Addison Whitney:
Addison Whitney is a global, full-service brand consulting firm. Founded in 1991, the firm offers branding expertise in the areas of verbal branding, visual branding, brand strategy, and research and analysis. Clients come to Addison Whitney from industries including: consumer, technology, business to business, financial, hospitality and other market segments. Addison Whitney health, a specialized healthcare division of Addison Whitney, serves the branding needs of pharmaceutical, biotechnology, life science, and medical specialties. For more information, visit http://www.addisonwhitney.com.

For more information please contact Sara Abadi at 704-697-4039 or sara.abadi(at)addisonwhitney(dot)com.