At that point, other manufacturers can produce the drugs under generic names. Conn. Naming new drugs has practically evolved into a science all its own. Naming discussions begin in early clinical trials, said Robert M. Slater, executive director of new product commercialization at Novartis. Researchers brainstorming ideas consider the drugs' mechanism of action, what ailment it combats and the class of drugs. Drug-makers also rely on a computer program that randomly generates syllables for possible winning combinations.
Some drugs lend themselves to easy naming.
Take American Home Product's Premarin, the hormone replacement therapy prescribed for postmenopausal women. Premarin is produced from pregnant mare's urine. Marketers must be mindful of the name's possible translation overseas. Slater said he's seen potential drug names rejected because they meant devil, feminine products or toilet bowl cleaner in other countries. The name also has to appeal to the senses, Sengupta said.