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X and Z in favor as companies name new drugs
http://www.reuters.com/article/2013/01/25/us-pharmaceuticals-names-idUSBRE90O0HI20130125Recent X-branded names include prostate cancer treatment Xtandi, lung cancer drug Xalkori, and Xgeva for cancer that has spread to bone. The letter Z is also becoming popular for new drugs like Zaltrap for colon cancer, melanoma drug Zelboraf and prostate cancer treatment Zytiga.
"The X and Z trend was pretty hot and heavy eight or nine years ago - that's when we had names like Zoloft, Zyban and Zocor," said Vince Budd, senior vice president at brand consulting firm Addison Whitney's healthcare division, referring to popular drugs for depression and high cholesterol.
"It was seen as an opportunity to create something unique," said Budd. "I believe we have come full circle and we are back there again, especially in oncology."
Of the 15 drugs with "X" appellations approved by the Food and Drug Administration since 1995, seven were launched in the last two and half years.
Marketing and linguistics experts say the rarity of X and Z in most words make for memorable, unique names. They are also "fricative" letters that imply speed or fluidity.
"The X and Z trend was pretty hot and heavy eight or nine years ago - that's when we had names like Zoloft, Zyban and Zocor," said Vince Budd, senior vice president at brand consulting firm Addison Whitney's healthcare division, referring to popular drugs for depression and high cholesterol.
"It was seen as an opportunity to create something unique," said Budd. "I believe we have come full circle and we are back there again, especially in oncology."
Of the 15 drugs with "X" appellations approved by the Food and Drug Administration since 1995, seven were launched in the last two and half years.
Marketing and linguistics experts say the rarity of X and Z in most words make for memorable, unique names. They are also "fricative" letters that imply speed or fluidity.