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Top 10 Drug brands in terms of Sunshine Act

Writer's picture: dave shanahandave shanahan

Fierce Pharma have published the top 10 Pharmaceuticals in rank order according to the Sunshine act - this is the law that requires pharma companies and doctors disclose their payments records. The list is below in order of spending.

Apart from addressing the amount of money spent behind clinical support for brands I want to congratulate an industry that must employ more scrabble players than any other in the naming of their products. The old logic was that having an incomprehensible trademark for your generic name made good sense as it would be difficult for doctors to recall it properly - thus a catchy brand could ensure that memory alone gave the brand the upper hand. A good idea until software came along that automaticaly adds or switches the generic name for the brand. Robots are no dummies when it comes to this and unlike us human's names are just binary code.

Then there's the need to secure a trademark that has not been registered before in important geographies - as so much has been already trademarked its not easy to come up with unique appealing names that one can register in all geographies, something global brands prize to avoid having to support multiple names and trademarks.

Having found a good name one has to ensure that it is not offensive in other languages - trademark naming stories are full of brands that sounded great in English but are offensive in other languages. Small wonder then that name factories have to keep pushing the envelope - that word which conjures up positive connotations but does not contain syllables which sound offensive or resemble the stuff you feed your dog or which is amongst your home cleaning products for removing limescale from the bath.

Spare a thought for the many clinicians and industry people who worked hard to put together symposia, lectures and clinical programmes for the following top 10 winners in the Pharma big bang stakes. The full story is at http://www.fiercepharmamarketing.com/special-reports/top-10-drug-brands-payments-doctors

1 Victoza

2 Eliquis

3 Brilianta

4 Invokana

5 Latuda

6 Xarelto

7 Humira

8 Tudorza

9 Daliresp

10 Abilify maintenance..


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