Sean Cole
👤 Speaker
277
total appearances
Appearances Over Time
Podcast Appearances
99% Invisible
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We'll see what you think at the end.
99% Invisible
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This is Scott Piergrossi, who is in practically every article you read about pharmaceutical brand names.
99% Invisible
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He's the head of creative at the Brand Institute, which is kind of a clearinghouse.
99% Invisible
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They help name more than 75 percent of the new drugs on the market in a given year.
99% Invisible
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75% of both brand names and generic names, too, which are even longer and wilder sounding, as you know.
99% Invisible
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They have a separate department for generics, or non-proprietary.
99% Invisible
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They get upset when you say generics.
99% Invisible
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But we are focusing on the brand names, the Brand Institute names.