Tag > moniker

From The Economist print edition - Jan 16th 2003 The success of new drugs depends increasingly on what they are called A DECADE ago, Pfizer turned to Interbrand Wood, a consultancy, to find a catchy name for its new medicine to treat erectile dysfunction. The challenge, according to Rebecca Robins, head of the consultancy's health-care division in London, was to invent a name with enough popular appeal to overcome the stigma associated with impotence, yet serious enough to appeal to doctors. The firm eventually came up with "Viagra". Suggesting vigour and strength, it also rhymes with...